Content marketing is the most effective form of marketing out there today, according to the State of the Creator Economy study (SOCE). More than 90 percent of B2B marketers use it, according to the annual survey conducted by the Content Marketing Institute. On the B2C side of things, 86 percent of marketers use content marketing.
Although most marketers are now using content marketing, not everyone is experiencing the best results from it. Just 35 percent of B2C marketers thought their content marketing was effective, and only 34 percent of B2B marketers thought their content marketing strategy was mature or sophisticated.
Whether you’re B2B or B2C, if you’re ready to grow your content marketing and make the most of it, here’s what you can do.
How To Grow Content Marketing
Create a Team
The SOCE found that accountability for content marketing was often spread out over multiple departments at a company. That spread made things considerably less efficient and lowered excellence in many instances.
If you want to grow content marketing, you need to have a team who is dedicated to it. That means a group of people whose jobs include devising a strategy, creating content, measuring content, and so on. Don’t pass those tasks off to other departments and expect decent results.
Experiment With New Forms of Content
If you’ve mastered blog posts or infographics, it might be time to try out a new type of content. Trying a new form of content, such as a video or photo gallery, allows you to reach a new audience, or can help you re-engage with an audience that might have found your older content has grown stale.
Focus on the Data
There’s a lot of data out there about content, and that data can tell you what you’re doing right, what’s going wrong, and where you can improve. You want to be tracking a few metrics with every piece of content you produce. Those metrics include:
- Visits/views – Who’s looking at your content, and how frequently? How long are they looking at your content, and are they hanging out on your website, clicking to other pages, or leaving right away?
- Shares – Are people promoting your content on social media?
- Leads – Are people coming to your site and handing over their email or other contact info?
- Sales – Are people buying after looking at your content?
Paying attention to the data behind your content lets you adjust as needed or change course entirely. It also lets you compare and contrast the performance of different content types or different ways of promoting that content.
Promote and Distribute Your Content More
Your brand can only do so much when it comes to promoting or distributing content. If you’ve shared it with your email subscription list and your social followers, what more can you do?
Well, you can try working with influencers and having them share the content your team has created with their own followers. You can post that content on third-party websites, such as Medium. When deciding how to promote your content, think about the type of audience you want to reach. Doing so will help you decide which influencers to connect with, and which third-party sites to use.
Pay Attention to Your Audience
One last way to grow content marketing is to really zero in on your audience. Know who you’re talking to, what they want, and how your content can meet their needs.
Creating buyer personas gives you a clear idea of who your audience is and what their hopes, goals, and challenges might be. Using buyer personas lets you tailor your content to that audience, so that it makes more of an impact.