Content marketing is constantly changing. With 2018 just around the corner, we’re all busy taking stock of the past year. If you’re like most people, you’re thinking about how to improve yourself in 2018. If you’re looking to improve your content marketing, here are 6 tips to get you off to a great start.
1. Make sure that all content marketing serves a client need
The word ‘client-centric’ has been thrown around a lot in 2017, but with good reason. In a world of information overload, you need to be relevant at all times. That means putting your customer’s needs, not your own, first.
2. Speak to your sales and support teams every day
Nobody in your organisation has more knowledge about your customers’ needs and challenges than your front-line personnel. Make a habit of stopping by sales and support every day to hear which conversations they are having. It will give you an idea of how customers talk about their problems and over time, your colleagues will start feeding you new ideas based on conversations with customers.
3. Adapt content to your buyer’s journey
Most companies are great at providing content that explains their own product or service. However, that kind of content only speaks to people who know what kind of solution they are looking for and are ready to buy. Think about how you can cast a wider net and reach people who don’t fully understand their challenge or the right solution yet. Then, with your content, you help shape their understanding of their challenge and which solution they need. That’s one of the great advantages of content marketing.
4. Spend more time on distribution and promotion of your content marketing
You can’t count on people seeking out your content, you need to put it right in front of them. Create a plan for which channels that your content should be distributed in. Go beyond email and the quick post on social media to think about other channels of distribution. Could you repurpose your blog post into a Facebook Live video? What about partnering with another company to co-create content – that way, your content gets wider circulation.
5. Create content with a purpose
Before you start writing or recording, think about which action you’d like your target group to take next. Knowing that will focus the content on driving the person in the desired direction. Do you want him/her to read another article on your site? To sign up for a webinar? To book a demo? Be clear about this from the outset, so you can weave the call-to-action into your content. Just remember to make your ask proportional with where they are in the buyer’s journey.
6. Provide a pleasant experience for people consuming your content
This is no longer just a nice-to-have. If you want your content to rank well in search, you need to make it easy and pleasant for your target group. If your website looks clunky and outdated, people will scan your page in an instant, then decide it’s not worth their time and go back to the search engine results page. That will hurt your search engine ranking severely. So make sure that you deliver a stellar experience in terms of design and user experience, clear writing and use of great images.
Now it’s your turn
If you’ve not yet done these 6 things, make sure to make them a priority in 2018. If you have your own checklist for how to improve, I’d love to hear about them in the comments.