Your 2017 Content Marketing Goal: Give the People What They Want

Your 2017 Content Marketing Goal: Give the People What They Want. From brand awareness to an increase in their email subscribers to nurtured leads, content marketers are putting their work to a wide variety of uses. Hyland’s, Monster, and Cleveland Clinic all shared stories of amazing business results that their content produced. Their topics range from pickleball to cupping so there’s sure to be an idea here for just about any niche. You can hear Amanda, Thao, and Margaret share their full stories in the video. Job seekers still seek to know how best to structure their resume and how to succeed in an interview, but Monster opted for less-traditional content formats to cover the same important information. As Thao says, it’s “being immersed in a community, human-to-human, person-to-person” that makes Hyland’s content marketing successful. As Margaret, Thao, and Amanda’s success stories remind us, it also doesn’t matter who makes up your audience. Want content that matters to you as a marketer? She also writes for and edits The Agile Marketer a community of marketers on the front lines of the agile marketing transformation.

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give-people-what-they-want

Content marketing is kind of like a Swiss Army knife: It can do
almost anything if you set it up the right way.

Nowhere is this more clearly shown than in the results of our
recent survey of
B2C content marketers
. Their responses about which
organizational goals they planned to reach through their content
marketing in the next 12 months ranged far and wide.

From brand awareness to an increase in their
email subscribers
to nurtured leads, content marketers are
putting their work to a wide variety of uses.

2017-b2c-research-organizational-goals-rev

But regardless of the business objectives for your content in
2017, the content experts during a B2C roundtable discussion at
Content Marketing
World
identified one overarching goal that should inform each
and every piece of content — it should be centered on your
audience.

Whether you strive to increase leads or
retain customers
, your content needs to give the audience what
it wants.

Hyland’s, Monster, and Cleveland Clinic all shared stories of
amazing business results that their content produced. In every case
the work succeeded because it started with the audience.

Their topics range from pickleball to cupping so there’s sure to
be an idea here for just about any niche. Led by Deborah Holstein,
vice president of marketing for Hightail, the B2C roundtable
featured Andrew Davis, author of Brandscaping; Margaret Magnarelli,
senior director of marketing and managing editor for content,
Monster; Thao Le, vice president of marketing at Hyland’s; Amanda
Todorovich, director of content marketing, Cleveland Clinic; and
Michael Weiss, vice president of marketing, Creative Circle.

You can hear Amanda, Thao, and Margaret share their full stories
in the video.

Monster combines format and function

Margaret told us that in the past six months, Monster has begun
to focus heavily on
video
as a huge part of their “wow” content — one of three
pillars that make up the content marketing strategy. Wow pieces are
designed to entertain and engage job seekers, with a particular
focus on driving social sharing.

The initiative began from a straightforward focus on the
audience and what it wants to know about. Job seekers still seek to
know how best to structure their resume and how to succeed in an
interview, but Monster opted for less-traditional content formats
to cover the same important information. Margaret and her team have
been able to dramatically improve engagement with their
content.

For example, Monster’s content team did a play off BuzzFeed’s
Tasty recipe videos, including all of the key ingredients for a
successful resume
.

Compared to print, Margaret says the videos have gotten a lot
more engagement (160,000 organic views and 43,000 paid views since
July), but the videos weren’t created as one-off novelties. They
include meaty information that Monster knows will help job seekers
but are packaged in a creative way that makes the material seem new
and…

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