Content Marketing – What’s New & What to Do

3 April 2014

content marketing

That content will rule over your online success there can be no denying. It also costs about 62% less than traditional marketing, and generates at least 3 times as many leads (Demand Metric). In this series we synthesise and share with you standout-winning strategies from 2013, and in our second and final post, outline some of the best ideas for content marketing going forward.

It’s important to remember that starting off in the right direction means keeping a critical focus on strategies that will work for you, and can be melded into a larger, targeted content marketing strategy. Review your current efforts regarding credible created content (what is /isn’t working) and share other people’s content where it is appropriate. Involve your team to ensure they are on board and focussed on achieving your set goals, and be sure to clearly enunciate the wider strategy so that everyone involved can see their role in its delivery.

1. Create a plan – successful content marketing rarely happens by accident

Building a content marketing plan with topics, dates, contributors and options to share content across social media channels is a must. This will take some time and expertise. Knowing your business and your target audience will help your prioritise content that holds the highest potential to engage your audience. For example a NFP may look at sharing their progress on a particular campaign to generate goodwill, while B2B companies can help potential clients by sharing latest trends and industry insights.
Creating a calendar will give you structure and the gentle priority push for what content is required and when. You may find these tips for pulling a calendar together helpful. It’s then much easier to determine what assistance is required to create or source the content.

2. Share, share, share – great content across all of your social channels

When you create content, think about how it can integrate across all of your social media channels. For example, developing a whitepaper could also form the basis of a webinar, a press release, a blog post and a series of tweets.

See also: What are the best social media options for b2b?

3. Share the workload – with your team, your alliance partners, external subject experts or content contributors

Reviewing the skills and abilities of your team members and assigning tasks accordingly will ensure you’ve put your best foot forward and improves the likelihood that content is available readily. Different perspectives can also have value with your audience keen to uncover ‘the latest’ and ‘what’s new’.

You may find that you need some additional support to present the best possible content to your target audience. The addition of quality graphic design can bring content to life or the inclusion of a snappy info graphic may make all the difference.

4. Budget for good content – to develop or source?

That is the question, as good content requires investment. If you are creating content then you need to spend the time and effort in getting it right. Well-written and creatively presented content that means something to your target audience can cost real money. Even if your internal team can create it, they will be doing this instead of something else you may need. Looking for a combination of developed and sourced content will stretch your content budget further, allowing you to keep up with your plan.

5. Make the content relevant – your audience will thank you for it

With so much content available to your customers and prospects alike, your challenge is to make your content memorable. Big budget bells-and-whistles is one way of getting noticed, but thought provoking, interesting, succinct and relevant content will be memorable.

If you profile your prospects you know what topics are important to them, where they look for content related to these topics and which times. Including these insights in your overall plan will enable you to keep in front of the prospect with the right content at the right time, maintaining their progress through the sales cycle.

6. Blogs – great way to have an opinion, share some tips and build credibility

Blogs are one of the best and easiest ways to promote content for your business. So it’s imperative that you have one, and that you are contributing to it on a regular basis. Allowing guest bloggers to contribute to your site is a great strategy for presenting fresh, relevant content. If your business uses social media, linking to your latest blog post is a great way to share content and build your audience.

See also: 5 reasons you need a business blog

Content will be the driver behind your marketing strategy in 2014. Our next post ‘Content Marketing #2’ goes next step to explain the three most popular methods to execute your content strategy.

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