Maximize Your Content Marketing
Marketers know the importance of content marketing. Not only does it improve engagement with clients and prospects by delivering timely and relevant information, it is also critical for search engine optimization and drawing traffic to web and social properties.
On average, B2B marketers are now allocating 28% of their total marketing budget to content marketing (Content Marketing Institute), yet a lot of companies struggle with building and maintaining an effective content marketing strategy.
Here are some ideas to keep it moving:
Build and use a calendar – almost every content marketing professional talks about setting up a calendar that outlines topics and set dates for releases, but invariably that schedule falls off the tracks as other take precedence. Management needs to hold teams accountable for hitting the marks set forth in the calendar. Much like an editor of a newspaper, deadlines have to be hit or the news doesn’t get out.
Leverage curated content – your followers enjoy hearing from you, but they also like when you provide them with other relevant content. Linking and sharing other interesting articles and information will help them stay engaged with you longer, instead of them searching for data in other areas that they may end up liking better. Find reliable sources of data for your industry and market and give your subscribers what they need, especially when it supports your mission and objectives.
Find insightful and consistent authors – more often than not, content marketing is thrust upon a handful of people that either get overwhelmed with the volume of work required or burned out on writing on a finite set of topics. Find more writers and share the load. If everyone writes two to three articles a quarter, you will have enough authors and produce more quality content with little incremental work for everyone.
See what others are doing – if you are short on topics or ideas, look to the competition or others in your industry producing content for ideas that you can add your own spin to or even counterpoint to enhance what you are trying to communicate. Don’t copy and paste it, but a healthy “borrowing” of topics will add fuel to your calendar.
Content marketing will continue to be critical for marketers as the appetite for new information is demanded by the market and the search engines require it for quality scores and algorithms. See how you can boost the production of your content while adding depth and insight to what you put out there.