Content marketing is a key component to your overall digital marketing strategy. According to one study, 67% of B2B companies say that content marketing is a top priority. Two-thirds report that content is fuel across all channels, including events, social, demand generation and more. Additionally, 44% of B2B marketers have a documented content strategy. It’s safe to say that content marketing is here to stay, at least in the short term.
As we move into 2016, it’s important that your content marketing strategy is built for the challenge. It needs to be well-thought-out, detailed and informative. It should be flexible so that it can make room for trending topics, but the main goals should be outlined in advance. For instance, what do you hope to get from your content? Increased brand awareness? Higher conversion rates? More sales?
Let’s discuss some of the ways that you can adjust your content marketing in the coming year for the better.
Think Beyond Blogging
Your company blog is probably your main source of content, and rightfully so. You can contribute relevant material several times a week or month, which is good for visibility, authority and SEO. But it’s important to think beyond traditional blog posts because they shouldn’t make up all of your content marketing efforts. Infographics, ebooks, videos, vlogs, webinars and podcasts are other forms of content that are equally engaging. In fact, experts say that we will be seeing more interactive content in 2016.
Quality Trumps Quantity
Quality content should be your focus. There’s no reason to publish content with low value. To stand out from the competition, produce longer, more well-researched articles and blog posts. They should be optimized for SEO and include original, engaging copy. It also helps to have credible resources and updated facts and figures to support your content.
Repurpose Your Content
Don’t think that you need to start every piece of content from scratch. Make use of your content by repurposing it, something that will come in handy as you may need to stretch your budget in 2016. For example, use existing content to create a SlideShare presentation that includes pertinent facts. Or, hire a designer to create a colorful infographic with bullet points. You can also generate a report or whitepaper that can be downloaded in exchange for an email address.
Stay on Top of SEO
SEO techniques are always changing, but that’s not an excuse to fall behind in the latest trends. Your website should be mobile friendly and include links and anchor text, fast load times and good keyword usage. Always write content naturally. It should speak to your audience rather than the search engines and include keywords that people commonly search for. Social signals are also important.
It’s almost impossible to know what trends will dominate content marketing in 2016. But, it never hurts to try. Consider what worked well for you last year and what didn’t, and make the proper adjustments. Armed with new changes and an awareness of the latest trends, your content marketing strategy is bound for success. If you would like help developing your content marketing strategy or your content, give WSI New Media Marketing a call today!