Businesses that have invested resources in content marketing, and consistently created valuable content in the past few years are now experiencing a competitive edge. Your success in content marketing depends on a number of factors: strategy development, quality content, better targeting in content distribution, and innovation. In 2018, marketers will be sorting out parts of their strategies that worked well in the previous year and adding new trends to their existing efforts in order to achieve improved results.
Being able to predict trends, as well as the changes in consumer behavior based on new technologies and techniques, can help you build better marketing strategies for your business. In fact, it is the only way to stay ahead of the competition. Following are some of the tips that will help you develop a perfect content marketing strategy for 2018:
Be Clear About the Purpose
Beginners often start working on content creation and marketing without being clear about the purpose, which is a serious mistake. Content marketing without having a clear direction will barely produce the desired results. The leading digital marketing experts explain content marketing as a systematic approach focused on crafting and distributing useful, relevant content to drive and retain a clearly defined audience. This approach will drive the desired customer action leading to a profitable web presence.
Why do you want to create content? The secret is to create useful and relevant content with a clear purpose in mind. Content marketing is not all about creating and distributing explicitly promotional content. People love to do business with brands which create value. Therefore, you should be super clear about the purpose of your content marketing campaigns and make sure your content serves your audience well. When the focus will be on being useful, valuable, and entertaining, you are likely to make your audience, develop the interest in your brand and drive leads.
Create Different Content Formats
It is crucial to develop content designed for different stages in the sales funnel. A systematic approach will help you cater the needs of your audience at different points in the sales funnel, helping you to move a prospect toward a purchase.
Every business is different, so does the behavior of audiences. It is important for you to create the types of content which work better than others based on a particular stage in the funnel. It is about nurturing prospects and make them move rapidly through awareness, evaluation and the purchasing stage. A study suggests that an average marketer uses eight different content formats including blog posts, videos, visuals, social media posts, ebooks, emails, and white papers.
A brand should also focus on the recent trends in the content marketing. For example, video content has been on the rise for past few years. People love to consume interesting video content. However, you should be diverse in your approach and create varying formats depending on the preference and the nature of your business.
Build a Skillful Content Team
There is no doubt about the fact that your business needs to develop and implement a broader strategy along with a team of content experts with a diverse set of skills so that you can comfortably meet the expectations of your audience. Video production experts, writers, graphic designers, editors, campaign managers should be the part of your content team. Content can create a broad range of possible offerings from simple text-based blog posts to visuals and virtual reality.
As you focus on expanding content efforts from articles or blog posts, you have to make sure that your team has what it takes to build a winning content marketing strategy. Neil Patel, a digital marketing expert, also highlights some of the key skills that your content team should have. Some of them are content optimization, branding, video production, analytics, and graphic design.
Create Engaging Social Content
Social media is an inseparable component of any online marketing campaign. The content you post on social media determines whether or not your social media marketing is going to be a successful effort. Michael Stelzner, CEO of Social Media Examiner, in a discussion with social expert Ian Cleary, highlights some of the essential tools marketers should use to build more effective social media campaigns. You can use the following platforms to improve your social content and make it more result-oriented:
Engagement is one of the important metrics when it comes to measuring social media success. When you boost engagement through entertaining posts, you build brand trust and perception online. Platforms like Facebook and Instagram prioritize posts with higher engagement. So, create and share content that drives engagement. Creating and sharing interesting and relevant content is the only way you can make the most out of your social media efforts.
As a marketer, you should be able to define and understand your target customers. This is the era of ‘experience’ and you have to give your prospects and customers an experience they will fall in love with. A great customer experience is the secret behind the success of many companies.
Automate Your Efforts
After putting your best efforts in creating great content for your business, make sure you have sound distribution plan in place. It matters what type of content you create. However, what matters the most is how you distribute and promote your videos, blog posts, podcast, etc. Via social media and other platforms like email. There are some useful tools like Hootsuite that can help you schedule your content distribution ahead of the time.
Conclusively speaking, content will keep playing a crucial role in defining your success on the internet. Your content marketing strategy should be based on purposeful, meaningful and profitable efforts. Make sure your content marketing strategy offers value to your audience in 2018 and beyond.
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