Has your brand’s content marketing efforts paid off so far? If the answer is “not sure” or “not so well,” don’t worry. You might just need to tweak and fine tune things a bit.
These 10 tips will help you boost your content marketing performance.
Write stuff down.
What’s your brand’s content marketing strategy? If you don’t have one, or if you have one that’s not written down or otherwise documented, now’s the time to do that. According to the Content Marketing Institute, just 38 percent of all B2C content marketers had a documented content strategy. Meanwhile, nearly 60 percent of the most successful marketers had a strategy written down.
Have goals, and know how to measure them.
Having goals for your content marketing should be a key part of any strategy. But it’s not enough just to have goals. You also have to know how to track them, so that you can tell whether or not you’re on your way towards achieving them.
Figure out who you’re talking to.
Your content might be falling flat because you have no idea who your audience is, or because you’re trying to be all things to all people.
Don’t do this. Pick a target audience, research that audience, and create personas for them. Then create content that speaks right to them.
Speaking of knowing your audience, another way to boost your content marketing performance is to get personal. That means recommending content to readers based on what they’ve already engaged in. It also means sending emails to people who recommend new products, not stuff they’ve already purchased.
Think beyond the blog post.
Are you sinking all of your content marketing budget into blog posts? It might be time to spread your wings and try new forms. While written content definitely has its place, visual and video content can help you reach new audiences and connect with people who are turned off by text.
For example, the number of people who’d rather watch a video about something is four times higher than the number of people who’d rather read about it, according to Hubspot. To that point, infographics get shared three times more on social media than other forms of content.
Don’t be afraid to repurpose.
You don’t have to reinvent the wheel when creating new content, or when experimenting with new content formats. In fact, repurposing existing content is often a great way to maximize performance and ROI. That can mean transforming a popular blog post or tutorial into a video, or making an infographic out of an article.
Play with technology.
Check in often.
While you don’t want to have to babysit your brand’s content marketing, it does help to check in on it from time to time. That can mean scheduling meetings with your team members to see how everyone’s doing. It also means looking at KPIs and performance metrics from time to time and making sure the content is living up to your expectations.
If it’s not, you can use those check-ins to brainstorm ways to make adjustments or improve your content quality, promotion, or distribution.
Connect with influencers.
Influencers can help take your content to new levels. They can share and promote pieces your company has produced, giving your content a stamp of approval and directing a new audience towards it. Influencers can also help produce content, giving you a fresh spin on topics that might have been growing stale.
Throw some money at it.
Ugh. “Throw money at it” might be the last thing you want to hear, but in the case of getting your content out in front of the widest audience possible and boosting its engagement and reach, it might be the thing for you to do.
Promoting posts or having influencers share certain posts can help you cut through the fray and reach the people you want to connect with. The social media landscape seems to be shifting away from organic reach, at least for brands. While you can still share your posts on your profiles, giving them a paid boost may be what you need to see some results.