Content marketing can be a complex topic for even the most experienced advertiser. Many people around the world strive to be successful in this arena, though few fully achieve it. A study published in 2014, for example, revealed that just 9 per cent of B2B marketers said their content marketing attempts were very successful. In fact, 41 per cent admitted marginal effectiveness was seen at best. Some of the reasons behind this could be down to simple personal habits, from a lack of organisation to an inability to seek perfection. If these characteristics can be honed, then content strategists could see increased success in their campaigns.
Many of the most successful content marketers have a very specific game plan that is well documented. For example, Social Media Examiner reported that 66 per cent of effective marketers have their strategy written down. This is compared to just 11 per cent of the least effective individuals. It might sound obvious, but writing a strategy helps immensely with the planning stage. Strategists can work out which social networks to concentrate on, for example, or the topics and publication dates of blog posts. Content strategies should also be reviewed regularly to ensure they are fresh and on-trend. This is very important, as most industries are in a state of perpetual flux, which means that any firm lagging behind a trend quickly looks like it’s out of touch. Savvy strategists ensure they’re ahead of the competition and are on top of the latest trend. Remaining relevant to your audience helps build branding, whilst doing the reverse can result in lost engagement and consumer interest.
Content marketers also have to be extremely organised, as with the complexity of modern social networks and spreading content, it can become extremely confusing. When a campaign includes blogging, guest posting and sending out content across social media, email and other platforms, it can get messy very quickly. Staying organised is, therefore, essential.
Networks are also a vital part of any content strategist’s arsenal and become an integral component of any successful campaign. Being able to guest-post on an important influencer’s blog, or having mentions on Twitter and other social media platforms by brands can push advertising up a notch. Therefore, it is important to have a network of well-connected people, and concentrate on building long-standing relationships with them. Networking should be conducted on a continual basis, by both reaching out to new people and engaging with those within a specific niche or industry.
It’s been revealed that content marketing costs a staggering 62 per cent less than traditional forms of marketing. In addition, when it’s done right, it can generate an average of three times as many leads. It’s no surprise, therefore, that many advertisers place a high priority on their content strategy. However, in the modern day when the market is evolving at a swift pace, it is no longer possible to throw content out and see what sticks. Instead, marketers have to have a deliberate strategy and cultivate key habits if they’re to experience successful results.
