I recently returned from Social Media Marketing World 2015, the largest social media marketing conference, which takes place in San Diego. Although I had my own speaking session this year on “how to build LinkedIn influence” at the conference, I really went back to school sitting in on a couple of terrific content marketing sessions.
Let’s imagine a company that produces a good deal of content. Jane is responsible for content management, and her boss keeps asking her to add paragraphs, add new pictures and links or insert rich media after the content is published. Again and again and again. And Jane has to fix the wrongs in every single content location and on every single platform. As a result, Jane never leaves work early, and that’s very wrong. Implementing reusable content would definitely change the situation.
There is a lot being said about having content on your site and in your advertising that is unique, creative, and focused. It’s enough to make a marketer want to crawl into a corner and hide on some days, am I right? It’s very difficult to continually come up with unique, creative, focused anything after a while.
I think we struggle with creating great content because we aren’t used to associating quantitative metrics with it. Many believe that great content is an art not science. Thankfully this isn’t true. Creating useful content is an evolutionary process guided by specific metrics.
2014 was a great year for content marketers. We saw our social feeds fill up with everything from blogs, infographics and e-books, to white papers, podcasts and videos. We created and posted more content than ever before, which has resulted in 93% of organizations now using content to market their brand.
It’s the opposite of writer’s block: you’re so excited by your prospects that ideas are everywhere. What a delightful problem to have! Unfortunately, choosing a single path is difficult when faced with an abundance of possibilities. You’re loathe to abandon good ideas to focus on one great one. I know the feeling.
There really isn’t a way to separate content from optimizing your site for search. That’s because content is what searchers are looking for — although when we are struggling to come up with keywords, coding, and other SEO stuff, it’s easy to lose sight of the fact.
“Content Is King,” is the phrase we’ve heard everywhere for the last five to seven years. But if content is king, why is content marketing not working for so many businesses? Wouldn’t the methodical, practiced dissemination of “content” – one definition you might give to “content marketing” – be an obvious homerun with marketing departments of all shape and size?