Building out an effective content marketing strategy can be challenging. While there are many factors that go in to making a campaign successful, documenting your strategy and understanding where to spend your time and resources is necessary to ensure success.
According to Content Marketing Institute and MarketingProfs’ B2B Content Marketing 2015: Benchmarks, Budgets, and Trends – North America survey 86% of B2B marketers plan to use content marketing this year. Whether you’re developing your first content marketing strategy or consider yourself a seasoned professional it’s important to stay up to date on the latest tips and trends in the content marketing industry!
I connected with Amanda Subler, PR & Media Manager at the Content Marketing Institute, as they prepare to welcome 3,500+ attendees to Content Marketing World, the largest content marketing event on the planet- geared toward, not just marketing and digital folks, but also PR professionals who develop the content strategy for their company or client or who handles the execution of creating compelling content--blog posts, press releases, newsletters and more.
· Fills a need. Your content should answer some unmet need or question for the customer. It needs to be useful in some way to the customer, over and above what you can offer as a product or service.
· Consistent. The great hallmark of a successful publisher is consistency. Whether you subscribe to a monthly magazine or daily email newsletter, the content is always delivered on-time and as expected. This is where so many companies fall down. Whatever you commit to in your content marketing, you must consistently deliver.
· Be Human. The benefits of not being a journalistic entity is that you have nothing to hold you back from being…well…you. Find what your voice is and share it. If your company or client’s story is all about humor, share that. If it’s a bit sarcastic, that’s okay too.
· Has a point of view. This is not encyclopedia content. You are not giving a history report. Don’t be afraid to take sides on matters that can position you and your company or client as an expert.
· Far removed from sales speak. When we create a piece of content that is about us (Content Marketing Institute) versus an educational post, it only garners 25% of the regular amount of page views and social shares. That point is, the more you talk about yourself, the less people will value your content.
· Best of Breed. Although you might not be able to reach this goal at the very beginning, the ultimate goal for your content is that it needs to be best of breed. This means that, for your content niche, what you are distributing is the very best of what is found and is available. I know this may sound overly simplified, but if you expect your customers to spend time with your content, you must deliver them amazing value.
Want more content marketing education? There’s still time to register for Content Marketing World 2015, featuring actors John Cleese and Nick Offerman as well as entertainment from Barenaked Ladies. They offer more than 100 sessions presented by the leading brand marketers from around the world covering strategy, integration, measurement, and much more. Whether you are just starting out in content marketing or need more advanced advice and solutions, we have a session for you. Register Today! Use discount code MEDIA100 TO SAVE $100.
If you can’t make it to the event, for sure follow @CMIContent and the hashtag #CMWorld to see all the latest news and great insights from CMWorld 2015. You can also sign up for our newsletter so you don’t miss out on any of the latest info.
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