Content marketing and its tools and trends are evolving more than ever before. This marketing and advertising technique which is used by B2B and B2C companies all over the world is no longer what it was a few years ago. The focus of marketers has shifted to content because they know and understand that this is something which can lead their business to success. However, the triumph of your content marketing strategy doesn’t just depend on the way you present your written word but also on a lot of other factors as well.
Because content has now become a high priority for companies big and small, there is a growing number of challenges that stand in your way. The best way to resolve this issue and transform your content marketing is to concentrate on the things you should do and which can help you turn things around.
Remember, though there are a lot of things you can do to improve your content marketing, the ten we’ve discussed here will be most valuable if you do them consistently.
1. Always have a plan
According to a survey done by CMI (Content Marketing Institute), 38% of B2B marketers have marketing campaign strategies but don’t have them documented yet. One of the most critical mistakes you can make is to strategize but not have a proper and sophisticated plan for the future of your content marketing.
Proper planning can help you in getting organized, so you work towards your end goals and arrange your steps accordingly. When you document your content, you’re helping your shareholders see what you’re currently working on and what you want to do next. So, don’t just have a rough plan, but strategize everything and write them down, so you know what you’re going to be doing for the rest of the year.
2. Make it all about the customer
When you first begin to strategize your content marketing, you need to remember your customer and target audience every step of the way. Think about the content your audience will see when they first visit your website. Will the information be valuable to them? Will it provide something that they don’t already know? Will it offer a solution to their problem? If ‘yes’ then you’re on the right track.
Keep your likes and dislikes aside and focus on the data that’s coming to you from your audience. Use this data to make your content marketing more useful so you can deliver something that the client needs. The CMI report we’ve talked about also says that data analysis is indispensable for companies because it helps you measure the content marketing ROI and keeps track of the posts and content that’s being liked.
3. Explore new trends
Content marketing, or any advertising for that matter, is all about following the trends. With things changing at a revolutionary speed, you need to be aware of the initiatives that are in, and those that are out.
For instance, influencer marketing is the talk of the town these days, and it is gaining quite a lot of popularity especially with businesses that want to make a mark on the market. Because this type of marketing helps your brand get a face and a persuasive voice, it’s something you need to up your game.
4. Use content tools
Content creation tools are available everywhere. You can plan, design, create, schedule and publish your content, so everything is perfectly planned and streamlined. When choosing software like MailChimp or others for your content marketing, bear in mind that each tool will come with its own detailed analytics and this is why it is crucial that you decide exactly what you need from your content.
Moreover, remember that SEO is a big part of your content marketing and should have your full attention. The success of your content marketing depends highly on the SEO so make sure that you’re doing things right.
5. Focus your efforts on originality
Gone are the days when you had to churn out hundreds of blogs to get your business on the first page of Google. Now, you need to be original in your ideas, and that doesn’t necessarily mean that you need to pick up untouched topics and start writing about them.
What you need to do is to talk about the same topic but in a different light and be careful about its maturity. You must also remember that when content completes its timeline, it may no longer be something that interests your target audience and this is why you need to act quickly.
6. Be consistent
Though there is no need for you to create hundreds of mind-numbing articles and blogs, experts suggest that you remain consistent in your content marketing. Instead of planning 10-20 blogs a month, stick to 3-4 and make those count. Think about the idea, the stance you’re going to take and then research for at least a couple of days before you start creating your first draft. Bear in mind that consistency is vital because it helps you bring out quality and this is only possible when your information is relevant and worth the time of the reader.
7. Become an authority
One of the best ways to ensure the success of your content marketing is to pick a niche and become an authority. Instead of talking about several topics and simply touching their surface, select a few issues and go in deep.
According to a survey done by the Content Marketing Institute in collaboration with SmartBrief, 74% B2B buyers think that original research is second only to peer recommendations. So, get to the root cause and conduct your research instead of depending on other sources.
8. Engage customers
Yes, you do need to create pieces that have facts and figures in them and that show your brand as an authority. But that doesn’t mean your content needs to be boring. In fact, for 2018, you must focus on engaging customers with storytelling and personalization.
Your aim isn’t just to make the customer come to your website or blog and read your content, but also to connect with it, so they feel like they are a part of your brand. According to a study, personalizing your content drives ROI up by 15% to 20% and also helps your customers stay interested in what you have to say.
9. Keep an eye on competitors
As with any kind of marketing, you need to make sure that you check what your competitors are up to. Survey their website, social media platforms, and forums to find out what they are doing and how they are keeping their customers happy and satisfied.
Remember that the purpose of keeping an eye out on competitors isn’t so you can copy what they are doing but so that you can find inspiration and maybe even get ahead when the time comes.
10. Don’t forget social media
Content marketing isn’t just about getting the word out there through your website; it’s also about engaging people through their social media platform and making your brand appear more humane.
Because social media content isn’t just text-based, you have the opportunity to work with creative videos and other such exciting material that keeps your viewer hooked. Social media is an integral part of content marketing and shouldn’t be something that you just brushed off.
There are plenty of content creation tools that you can check out online to make sure that you’re on the right track. So make sure you review and follow these tips when you’re ready to prepare your marketing strategy.
Evie Harrison is a blogger by choice. She loves to discover the world around her. She likes to share her discoveries, experiences and express herself through her blogs.
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