Content marketing is big. Really big. You won't believe just how vastly, hugely, mind-bogglingly big it is. And that creates an equally big problem for content marketers - how do you make sure your content gets noticed?
The reason consumers are currently so open to content marketing is because good content isn't designed to sell - it's designed to educate, empower or entertain the person consuming the content. Typically, the end goal for the business is to generate awareness and establish trust. But as more marketers continue to produce more content, we're inevitably going to be flooded with uninspired and remarkably average content.
To highlight the rate at which content marketing is growing, I've pulled together a few recent statistics:
- 70% of B2B organizations and 69% of B2C organisations created more content in 2014 than in 2013 (Content Marketing Institute)
- 48% of B2C marketers and 42% of B2B marketers now publish more than once a week (Content Marketing Institute)
- 57% of organisations now have two or more people dedicated to content marketing (Contently)
- 24% of organisations now devote 50% or more of their marketing budget to content (Contently)
Eventually, consumers will start to raise their barriers and block out all of this content in the same way that many of us have previously done with banner advertising. As a result, returns from content marketing will drop... That is unless you happen to be one of the brands that rises above the rest to produce quality content that's truly innovative.
We'll be looking at innovative content marketing ideas, techniques and case studies in a free webinar on April 28th, but in the meantime here are 5 steps to ensure you're on the right track:
1. Think like a consumer
Forget about what you want to talk about and think about what your audience wants to hear about. What are the challenges they face and what would be useful to them?
Instead of "me too" posts, think about the insights you can offer that are truly unique. You're an expert in your subject area, so stick to that subject area and talk about the things you understand better than anyone else. Before too long, you'll start to cement your reputation within your industry.
3. Be strategic
I've seen many content calendars that jump around from one unconnected piece of content to another, with little or no strategy holding it together. Think about how different types of content can work together and lead into each other as part of longer term campaigns.
4. Build momentum
One successful piece of content doesn't mean job done. It needs to be consistent, so follow it up with more equally great content.
5. Learn and improve
Not every piece of content you publish will be a smash hit. Analyse what works well and what is less impactful and adjust your strategy accordingly.
With these processes in place your business can establish a reputation for being a reliable source of consistently insightful content, so as the content marketing deluge hits and other brands are seeing reduced returns from content marketing, your content will cut through the noise.
For innovative content marketing ideas, techniques and case studies, register for a free webinar on April 28th. Luke Brynley-Jones of Our Social Times will be joined by Subi Gnanaseharam (Jamie Oliver Ltd), Nathalie Bosshard (Wander AG) and Adam Kay (Shoutlet) to explore the latest techniques for creating and sharing content, and analyse innovative content marketing case studies from leading brands.
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