Content Marketing 101: Not More… Better

Neil Henry / Content Marketing, Marketing Leave a Comment

Content marketing is a large and pivotal part of the overall marketing mix. According to research and advisory firm Forrester, marketing leaders will be spending over $103 billion on search marketing, display advertising, social media marketing, and email marketing by 2019. Across the globe, content marketing spend alone will eclipse $300 billion by the same year.

But while the focus of content marketing has for so long been about producing regular streams of content and digital assets, a shift towards less churn, higher quality has become the blueprint. People trusting you is key; engagement and action follow!

It’s a trend that has gathered a lot of pace in the last couple of years and is something we can expect to see continue for some time to come.

Why?… 2 reasons…

  1. People are search savvy and tune out unnecessary online noise.
  2. Search engines are people savvy and don’t show untrustworthy content.

The problem for modern businesses is that today’s media landscape is oversaturated with content churn and social media automation, hence it is increasingly difficult for content worth its salt to return on investment. But quality will always win over quantity when it comes to content marketing.

Indeed, the Content Marketing Institute’s 7th annual B2B Content Marketing 2017 Benchmarks, Budgets and Trends – North America report, which was released in October last year, highlighted that 70% of B2B marketers plan to produce “more original content” in 2017 than they did in 2016.

Furthermore, 76% of these same respondents (more than three out of four) said they felt the quality of content that’s produced is far more important than quantity.

Less Is More

Businesses can be tempted to flood their website and social media profiles with content that seeks to persuade consumers why their product/service is better than their competitors. However, such content doesn’t create the necessary relationship between said business and consumer – a key component that not only ensures an initial sale but locks the customer in for the longer journey.

It needs a much more nurturing approach. Gaining trust, building thought leadership. That’s why businesses need to be sure that they are delivering the right content at the right time to the right segment of their audience.

Be Original

Original content has almost 75% more chance of creating a positive impression with consumers towards your brand, compared to curated or republished content you glean from elsewhere. That is a strong statistic. In no uncertain terms, it pays to be unique.

Better yet, when written with the prospect in mind it cuts through the clutter and compels people to take action. Search engines like that too, it shows a tangible link between your content serving a purpose and your visitor making a conscious choice to continue their online journey with you.

It’s all about providing consumers with value and creating that all important relationship which can be nurtured going forward.

Whether marketers like it or not, it’s no longer simply enough to publish average pieces of content, week-in week-out, just to keep up with the Joneses. Our content needs to be compelling and deliver the right message depending on the channel of publication and audience expectation.

Write For Them, Not You

To truly gauge content effectiveness, content marketers need to better understand which types of content will resonate with numerous – often niche – audiences across all different platforms they choose to consume media, perform research and make purchase decisions.

By thinking about distribution channels and their specific targeting parameters, marketers can take the biggest leap towards improving their content creation, its subsequent consumer engagement and ultimately it’s ROI.

Businesses that stand out in crowded marketplaces with savvy content and effective distribution consistently reap the biggest rewards. They have been doing for years.