Content marketing is here to stay. But the techniques you’re using to get it done may not be. Over the past couple of years we have seen impressive advances in technology, from voice activated search devices (hello, Alexa) to chatbots that can handle customer queries. We’ve also seen audience behavior changes that include mobile search, audiovisual content consumption, and a desire for authentic, quality storytelling.
Search engine optimization (SEO), is all about providing the best answers to what people are searching for. In fact, Google has these “spiders” that crawl the internet identifying the best answers to a user’s question. Their criteria for what a good answer is can be read about here.
We know most of you are using content marketing. According to the Content Marketing Institute, 86% of B2B marketers, and 76% of B2C marketers, both use content marketing. That’s the good news. The bad news is this: just because a majority of marketers are doing content marketing, it does not mean they’re winning at content marketing. In fact, both groups indicated they feel their organization is only 38% effective at implementing their content marketing strategies.
When you think of content marketing, what immediately comes to mind? Your website? Blog? E-books? Social Media? If you picked one or more, then you’re on the right track. These tactics are what will help you market your business, increase traffic and convert visitors into leads. But, don’t stop there! Otherwise, you’d be missing a significant component to your content marketing strategy: email content.
First things first, let’s define content marketing. Simply put, content marketing is the creation and distribution of valuable, relevant and timely content for your target audience.
The marketing industry is continually evolving. In the last 10 years alone, we’ve seen the rise of inbound marketing and the importance of connecting online, impact how we reach and influence consumers. As marketers, this also means we have the job of staying on top of the latest trends and developments so we can get ahead of the curve.
Are you doing all the right things when it comes to content marketing?
Creating remarkable content? Check.
Speaking to your personas? Check.
Creating content for each phase of the buyer’s journey? Check.
Perhaps the right boxes are checked, but you still aren’t achieving the results you are looking for?
