Think Disruptive: Content Marketing

Ross Miles - 04.10.2017

A new report by MarketingProfs and the Content Marketing Institute has found that nearly two thirds (63%) of marketers feel they are more successful with their content marketing now compared to a year ago.

Of those who had seen an improvement in their content marketing, nearly three quarters (72%) said it was down to enhanced content strategies.

If you’re struggling to see success with your content marketing, try following these useful strategies:

Be social

There’s no hiding from the fact that consumers want to interact with brands on social media. But all relationships are a two-way street. Provide consumers with a chance to engage with you by sharing your content on social channels.

MarketingProfs’ report found that social media posts are the most popular type of content being produced, cited by a whopping 94%. Social media channels are also seen as one of the most valuable platforms when it comes to distributing content, favoured by 92% of marketers.

Tell, don’t sell

Consumers don’t want content that just sells a product, they want a story. And that story needs to be relevant to them! Recent research from the University of London found that the best way to engage with consumers on social media is through storytelling.

For the greatest marketing success, the research team concluded that content needs to:

  • Grab the audience’s attention, working memory and invoke an emotional response.
  • Reflect a typical story structure, with a beginning, middle and end.
  • Enable the consumer to identify with the subject
  • Encourage the consumer to consider the subject

Focus on keywords

In order to get your product or service the visibility it deserves, you need to generate leads with the right keywords.

If you’re not sure where to start, tools like Google’s Keyword Planner can help you research the keywords that are most relevant to your business. Once you have picked your keywords, you can use them to generate content that will maximise the number of people that find your posts in their searches.

For those of you more focused on SEO and link-building, Linkio is an great tool to help optimise your link infrastructure and ensure you’re making the most of your backlinks.

You’ll boost your SEO ranking and drive traffic to your site, while also providing readers with valuable content.

Sync with sales

As Business2Community notes, “a clear marketing campaign involves figuring out what content to include that will attract quality leads.”

In order to do this, your marketing team needs to sync up and work with the sales department.

With insights from different aspects of the business, both teams can input their knowledge to create a truly effective marketing campaign, which will result in better lead nurturing. It’s a win-win situation.

Need some help creating a killer content marketing strategy? Fireworx can help.