Content Conversations: How to Hit the Ground Running with Content Marketing in 2018

Content Conversations: How to Hit the Ground Running with Content Marketing in 2018

It’s no surprise that one of the key themes for content marketing in the coming year is working harder to tie marketing activities to objectives and measuring TRUE content impact. This week we take a dive into essential steps to help you hit the ground running with content in 2018. Instead, focus on creating content that answers the top questions that your audience is asking. If you don’t know what those questions are, speak with your customers and use tools like Answer the Public to determine demand. Which tactics do we know perform best for our brand? Instead of setting arbitrary performance content goals, review performance of previous campaigns or tactics to create a benchmark. Instead of focusing on getting the content published, take a look at what has been created and what is1 planned to determine if it is a piece of art, or something anyone could make. What budget can you set aside for experimenting with super creative content?1 Determine Your Measurement Strategy Content success looks different for every brand. Every piece of content that you create and publish should be directly tied to goals and should be relentlessly measured against those goals. Chris Moody Content Marketing Leader, GE Digital “Everything you do as a marketer, can be anchored into something that is actual ROI.” @cnmoody tweet this Ask Yourself: Do we know what the typical customer journey looks like for our brand?

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We are in the final stretch of 2017 which means 2018 will be here before we know it. And unfortunately, Q2 will be here in the blink of an eye.

All too often we spend weeks or even months creating a content strategy, and quickly find that by the middle of March, we’ve already abandon our best laid plans. Instead, we should be spending our efforts developing a plan that is tied to a core group of objectives that we can reference as soon as it feels like things may be getting off track.

It’s no surprise that one of the key themes for content marketing in the coming year is working harder to tie marketing activities to objectives and measuring TRUE content impact.
To help you figure out how to start 2018 off with a bang, we bring you part 2 of Content Conversations. Last week we tapped into our content experts for insights into top content lessons learned in 2017. This week we take a dive into essential steps to help you hit the ground running with content in 2018.

Always Think of Your Audience First

Sounds easy enough right? You’d think so. But unfortunately, many brands are still creating very brand and product centric content.
Instead, focus on creating content that answers the top questions that your audience is asking. If you don’t know what those questions are, speak with your customers and use tools like Answer the Public to determine demand.

Ann Handley
Chief Content Officer, MarketingProfs

“If your content isn’t of value to your audience, then it’s not effective.” @annhandley tweet this

Ask Yourself:

  • What are the top three pain points that our product/solution/service solves for our customers?
  • Which of my current content appears to be resonanting best with our target audience?
  • What does an ideal customer look like?

Simplify & Focus on Content Impact

Regardless of resources and budget, content marketers want to do it all. Often, we become spread too thin because we’re trying to focus on too many channels and too many tactics.

Let data be your guide for determining where to focus in 2018. Use this information to decide which channels and tactics are performing and fully invest your time and effort in the coming year into these data-driven and focused approaches for maximum impact.

Joe Pulizzi
Author & Keynote Speaker

“Content marketing is a marathon, not a sprint.” @joepulizzi tweet this

Ask Yourself:

  • Would our content benefit from an audit?
  • Which tactics do we know perform best for our brand?

Tie Content Marketing to Revenue

Let’s face it, there are a lot of marketers secure in their positions that are not at all…

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