Customers look for different things at different stages of their journey. Create content for every stage. First you need content to make them aware of you, then to get them interested. Provide content to help them evaluate you and, finally, to keep them coming back.
Don’t over-focus on text-based content. Today’s consumers respond better to imagery – especially users of tablets and smartphones. Think videos, infographics, photographs and cartoons. And always include images with blog posts.
The beauty of content is that it can be used for so many purposes. For example, combine your best blogs, then add an intro, conclusion and a cover page, and you’ve got a white paper. If you give a presentation, use your PowerPoint slides as […]
A key reason why people share content online is that it arouses their emotions. Work out what moves your audience, and ruffle a few feathers. You’re more likely to engage the people that way – even if you lose some in the process.
When planning content, think about the challenges facing your target industry. Get in the inside the minds of your customers… What problems are they having? What keeps them awake at night? Then produce content that addresses these pain points.
If you don’t have a full-time content marketing officer, give a senior team member responsibility for overseeing your content strategy. Make it their job to come up with content ideas and a content calendar, and to decide who produces what.
Ideally you need quality and quantity. But, of the two, don’t compromise on quality – especially if you’re in the B2B sector, where a few strong leads are preferable to scores of inferior ones. There’s already plenty of content out there; quality will make yours […]
Your first step is to determine what you want to achieve. Is it creating good will or building an audience that’s important? Or is it purely about conversions? It’s probably a combination. But agreeing on priorities from the outset is essential.
You want to be seen to be on top of the latest developments. But keep the bulk of your content timeless. Think evergreen – content that’ll be as useful in six months’ or two years’ time as it is today. And every few months, look […]
Establish yourselves as experts on your industry. Keep tabs on all the latest developments – and any emerging trends. Scan the latest RSS feeds, surveys and reports – and conduct your own surveys to provide new insights.