Content marketing remains one of the most effective strategies for growing your business and positioning the experts at your company as thought leaders in the industry.
According to a recent study by the Content Marketing Institute, 62 percent of B2B marketers in the US say that their company’s approach to content marketing has been much more or somewhat more successful than the previous year. This progress boiled down to a few points:
- Content Creation: better-written content performs better. Shocker!
- Strategy: because creating content with no strategy is a lesson in insanity. If you don’t have a plan, you’ll just be spending a lot of time writing blogs with nothing to show for it.
- Prioritization: now, more than ever, businesses are starting to understand that content is king (that will reign for the foreseeable future)! Making content a priority is an excellent way to grow your business – no matter what size it is.
If you haven’t been using a content marketing strategy, now is the time to start. Writing your first blog post is hurdle #1.
Here are some pointers to keep you efficient:
Be Meticulous About Titles
The title is arguably the most important part of your blog creation. After all, it’s the hook that gets a visitor to click and read your piece. Molly Reynolds, the host of The Unicorn in the Room, will tell you this firsthand.
“When I first started trying to write for the media, I came up with what I thought was a really well-researched, interesting piece, but no one was picking it up,” she says. “I thought I’d try one last ditch attempt by changing the title. The same article that wasn’t getting any traction was picked up on Yahoo! and landed me a marketing column on INC. Same article, different title.”
Take the time to come up with a title that will get your article noticed. Maybe it’s funny, contains a play on words, or gives a shout out to a relevant, current event. Whatever it is, make sure it’s relevant to your audience and is compelling enough to make them stop and click.
No Shameless Self Promotion!
One of the biggest mistakes newbie content marketers make is coming across as too promotional. Who wants to read an entire piece that solely focuses on how awesome your company is? Your mom, maybe. Nobody else!
There are very stealthy ways to highlight the awesome things you are doing without sounding like that annoying braggart that everyone tries to avoid at a party. One of the best ways to do this is to tell a great story. Perhaps you experienced a challenge with a certain client, which lead to an innovative discovery or your company conducted a cool study about a timely topic. How you frame your story is up to you, but just make sure it’s balanced and gives good, solid information in an entertaining way.
Being relevant is crucial to establishing and growing an audience. When you’re developing a content engine, you want to have a few checkpoints for relevancy. First, you need to make sure that the piece you are writing is relevant to your business. You don’t necessarily have to talk about your business, but you do need to stick to your themes.
You also need to make sure that the piece is relevant to your audience and to the time of year. For example, taquito brand, Jose Ole created some great content around the Super Bowl by taking their product and turning it into recipe videos. The brand’s audience was already searching for Super Bowl recipes, so the marketing team engaged fans by showing new ways to serve Jose Ole taquitos. Not only was this relevant, it used enticing visuals.
At the end of the day, folks – your job is to entertain people into reading your content over and over again. The more you put in, the more you get out, as recent studies show. So get creative with it!