4 Tips on Successful Content Marketing
Below are four tips on successful content marketing from MultiView’s very own Vice President of Publishing, Colby Horton:
You’re a business-to-business marketer; a communications professional charged with getting your brand and message out to a targeted marketplace. A few years ago, you’d build a website, throw in some SEO practices, purchase some search engine keywords, and you’ve done your job.
Fast forward to 2012 and beyond. Competition is fierce. Everyone has a website. Social media is mainstream. Getting targeted traffic from large search engines is obsolete. Everyone is vying for the same tweets, likes and pins. Your job has become increasingly difficult and it’s hard to keep up with the latest buzzwords to help you do your job better, particularly in the eminent shift to a digital marketing platform.
Enter “content marketing” – one of the top marketing buzz phrases for 2013. If you do it right, you’ll generate targeted B-to-B leads and create optimal brand awareness.So what exactly is content marketing? A good definition, provided by the Content Marketing Institute, says content marketing is the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers. White papers, case studies, videos and articles are all examples of good content marketing pieces.
With all of this in mind, here are some tips for implementing a successful content marketing strategy.
1. Know Your Audience
Without an audience, great content is obsolete, no matter how strong your message is. The good news is that working in a B-to-B world, you have an audience waiting for your content. They understand the industry and its challenges. Your challenge in creating compelling content is to make sure you understand those challenges as well. Be sure your content is in line with your audience. If there are emerging trends in the industry, focus on them.
2. Quality is King
We’ve all heard it from our managers. Produce more, more, more. And while more content is a good strategy, is jeopardized if the quality is bad. Poorly written articles, sub-par videos, or poorly researched white papers will turn people off your brand. A good inbound marketing team obviously includes good writers. With your guidance, make sure they are the ones producing the written content.
3. Figure Out Your Core Message
Each piece of content marketing can have its own agenda. Regardless of the agenda, make sure the content is a good reflection of your company or overall business practice. But make sure you have a core message in your content marketing efforts. The reader needs to get value out of reading your article or viewing your video when all is said and done. That way, when they see another piece of content marketing coming from your company, they want to read more.
4. Repurpose Your Existing Content
Let’s face it. Every good marketing department has expert material lying around. There’s a wealth of information that companies use every day that would make great content marketing pieces. Sales presentations, annual reports, customer service manuals, charts and graphs are all great assets that can be turned into valuable content.
These are just a few tips to keep in mind when developing a content marketing strategy. As a marketer in today’s B-to-B world, it’s important to create solid material that can be distributed effectively among targeted channels. From dissemination into industry news briefs, to inclusion in vertical search engines, content marketing should be at the core of your digital marketing strategy.