Content Marketing entails a lot of work. With all the tasks that we have to accomplish, we sometimes compromise a bit of our creativity, and settle for outputs that meet the desired results, but could have been better. In this plight, we may have missed some more creative strategies for content marketing. There are also some content marketing hacks that we could have added, but we have not been able to study how to materialize.
Content Marketing at a Glance
In a study made by Content Marketing Institute (CMI), they discovered more B2B marketers are rearing to create more content in 2017, with a whopping 70% tally compared to last year. This proves that more marketers see the benefits of a well-made content marketing plan. People are hungry for information; they trust those people who walk the talk.
In 2017, our target audience is diverting their attention to faster means of getting information, and that is through mobile phones. About 53% of emails are opened on mobile devices. For businesses mastering the art of email marketing, this is good news. This only proves that email is not dying, and shouldn’t be neglected in marketing campaigns.
Content marketing is not just a traffic generation technique used to dump your SEO keywords in the content. This technique is also used by B2B marketers as cited in the 2016 Benchmarks, Budgets, and Trends—North America for Lead Generation (85%); Sales (84%); and Lead Nurturing (78%).
This year, make it a goal to take a step further and try some content opportunities that you may have missed in the past years. Hard selling your product or your service will result with little to no progress at all.
With all this said, here are 17 missed content opportunities that you definitely shouldn’t miss this year:
1. Launch a stronger Email Campaign
Studies show that email still has a better click through than other media. That is why email marketing is an indispensable marketing strategy. In 2017, you should consider launching a more aggressive email campaign. This includes tapping marketing automation like Pardot, Marketo, and Hubspot.
One thing that you should make sure with emails is that it is free from error. Check grammar and spelling. Proofread before publishing. Also ensure that links are working right.
Finally, try to increase your mailing list so that your email campaign will reach more audience.
What this can do for you in 2017: Email has been out there for a long time. Regular emails are bound to be ignored. You will need to come up with a stronger, more aggressive marketing campaign that will lead to your desired results.
According to several findings from different marketers online, email is still a preferred channel for engagement, as it is more likely to get a click-through and it is effective in getting more leads from an email rather than through social channels.
2. Level up your blog
Websites have been utilizing blog posts to engage with their clients. Informative and instructional write-ups are some of the most common things turned into blog posts.
Try writing about current trends, prevailing statistics, or hot issues. You should also add a call-to-action button at the end, which will direct readers to your landing page.
What this can do for you in 2017: You will need to be more creative when it comes to marketing via blogs. There are countless blogs out there and to stand out, you should be able to offer something more. Informative and instructional materials are helpful, but quite boring. Businesses has seen the purpose of blogging, and they have seen faster lead growth ever since. To attract your target audience, you will need to write about more interesting topics. Also, having a call-to-action button really induces more action from the readers.
3. Use the power of the Author
Recent content marketing strategies involve marketing by the author. It is a good idea to use the name of the author especially if he or she has some level of authority on what is being written. Doing so not only boosts the credibility of a material, it also ensures that the author gives more effort in making it.
What this can do for you in 2017: Giving credit to the author of content you publish is mutually beneficial for the author, and for your cause, especially when the author has credibility on the topic of the content. For the author, it gives him or her exposure, as well as improves his credibility. You can then bank on this credibility to make your content more reliable, and worth reading. The author would also be giving more thought on the content as what is written will be associated with him or her. Besides, we all deserve a little recognition for our hard work, right?
4. Let the whole company do Marketing
Word of mouth doesn’t always start with external customers – you can start within the company. Encourage other teams to help out by sharing new content as you release them. Being able to reach out to the friends and followers of other members of the company is a great thing. In doing this, also consider using PostBeyond or GaggleAmp, media services that could surely help you out!
What this can do for you in 2017: It is a good idea to make use of the friends and followers of the members of the company because people will always want to let their friends know that they belong in a good company, one that produces good output. It gives the employees a sense of entitlement, and they are bound to say good things about the company.
5. Communicate with your Customers
Most marketing activities are geared to attract new customers. However, retaining your current customers, and trying to bring back those you lost, should also be a priority. One great way to be able to know how you can retain your current clientele, and possibly regain lost customers, is to communicate with them.
Enable more ways for them to reach out to you. Make it easier for your customers to talk to you. Better yet, spend time and effort to get their insights.
What this can do for you in 2017: There are lots of things that you can learn from your customers. They are the ones who are receiving the results of all the things you do. Whatever you do for them will be a reflection of the quality of service you provide. So communicate with them. Get their expectations and meet them. Or better yet, beat them!
6. Utilize Paid Social Media Advertisements
Paying for Social Media Advertisements is a good investment. This will significantly increase your ads’ visibility. Whether it be on Facebook, Instagram, Twitter, or LinkedIn, paying for the increased visibility of your ads gives you an advantage over those who don’t pay. In Facebook alone, there’s a remarkable click-through rate for desktop (8.1 higher) and mobile (9.1 higher) than normal web ads.
What this can do for you in 2017: Better visibility. Better reach. This is money well-spent. You might have a well-crafted ad, but if it’s not being seen by your target audience, it’s wasted effort.
7. Be more active on Facebook
Businesses have been more active on Facebook. Have you joined the movement yet? There are lots of content marketing opportunities on Facebook, especially for active pages. Communication with customers is made easier, the reach is wide, and working with links is easy.
What this can do for you in 2017:: People spend a lot of time on Facebook. It’s the truth. It’s also very easy to share on Facebook so your content could reach so many, with 1.13 billion daily active users. Out of that huge number, you will always target the market that you’re looking for.
8. Re-strategize your Twitter Activity
Having a presence on Twitter is one thing. But being able to use Twitter for an effective content marketing campaign is another. In order to do this, make use of appealing hashtags, include images, and don’t feel scared of tweeting one time too many.
What this can do for you in 2017: Tweeting just anything won’t work. Effective marketing via Twitter will need you to be more creative about the things you tweet about. Tweet wisely and you’ll make a good opportunity out of it.
9. Power up your B2B Marketing with LinkedIn
LinkedIn is most effective for Business-to-Business Marketing. LinkedIn is the go-to social networking site for professionals. Maintain an active company LinkedIn page, and post new content there. Also encourage other members of the company to share the posts of your company’s page for maximum effect. According to Pew Research Center, LinkedIn is the only platform with a large middle-age audience of 30 to 49 years of age; targeting today’s CEOs and other business owners.
What this can do for you in 2017: Some channels are better for a specific market. If you would want to reach out to businesses and professionals, marketing via LinkedIn is a good idea. Do not underestimate LinkedIn’s audience as it has improved in terms of content consumption for the past few years.
10. Come up with an Instagram Story
Another thing that you should try this year is coming up with an Instagram story and a creative photo series. Make sure that you invite your followers to share your content to their own followers!
What this can do for you in 2017: Instagram is not a mere repository of photos and videos. Instagram offers a way for you to do marketing more creatively. So use Instagram as channel for your marketing campaign and explore the possibilities! Use these Instagram templates to help speed up your campaigns. Scheduling your posts is easy, but creating them is the hard part. People consume images and videos more easily than text or audio. Use this technique wisely.
11. Make YouTube Videos
In 2016, online videos have become one of the most engaging marketing techniques. You should make use of this truth and come up with videos that would promote new content. You can also include links on the description. Marketers have already proven that videos helps in generating revenue 49% faster than those who don’t.
What this can do for you in 2017: Bank on the high engagement that YouTube videos can have. Your video-based marketing campaign would be more effective if it can be easily viewed, and also easily shared.
12. Share presentations with SlideShare
SlideShare enables users to post presentations. Create an author or company account and start sharing slides! Don’t forget to include links that will direct viewers to your page.
What this can do for you in 2017: There are lots of things that presentations can do for you. And being able to share such presentations, opens a lot of opportunities for you to do content marketing. With presentations, you can use it as a portfolio for yourself and your company.
13. Be on Pinterest
Pinterest allows users to upload and save pins (images, videos, and other objects). Other users can then see these and they can save this on their own boards. As a content marketing strategy, you can include your landing pages on the URL of your pins, and you can encourage other users to save your pins.
What this can do for you in 2017: Pinterest, if utilized correctly, has potential in becoming an effective content marketing channel. It’s becoming the best social media network to promote products as people use Pinterest as part of their research for choices and DIY solutions.
14. Make use of media relations
When your content is made by someone who is seen to have some degree of expertise on the topic, people from mainstream media may try to contact you. Make use of this opportunity as this is actually quite helpful.
What this can do for you in 2017: Mainstream media is an established channel. Tapping into it can work a lot of wonders for your content marketing campaign. However, actually doing marketing in it entails a lot of costs. If you can promote your content on mainstream media for free, like being interviewed, or guesting on a show, that would be great!
15. Submit guest posts on known blogs.
Some blogs accept guest post submissions. Try to do so for known blogs in your industry. Doing so will help drive traffic to your page while utilizing the followers of already popular blogs.
What this can do for you in 2017: Being able to write guest posts on known blogs help you gain credibility. It also allows you to utilize the followers of that blog, and hopefully lead them to your website, or your own blog. This is also a cheap way to fill your blog, but it is time-consuming as you need to weed out submissions that does not comply with your guidelines. Guest posting is a good opportunity to gain links, but be cautious as major search engines aren’t as fond as we are with this technique. To sum it up: Don’t overdo it.
16. Come up with a content series
A content series allows you to continuously engage with customers through the use of related content. Content series can be done with same type of content, or a mix of different types of content. Just make sure that you can keep the series alive and interesting.
What this can do for you in 2017: A content series is great when you are able to keep your readers coming back. If you are able to do this, you can have an audience that you will be able to engage time and time again. Aside from content series, a knowledge base is another profound content opportunity to market your product and show your expertise in a subject.
Take a look at Shopify’s Ecommerce Guides and see how they have diversified their content series, ranging from social media, to shipping, and even a legal guide for ecommerce. Think outside the box. Research on the usual problems of your consumers or target market, and answer those through your content. Not only would it increase search engine visibility, but it will also help with your linkability for SEO.
17. Occasionally post short content
There is a rise in long content recently, and it is seen that longer content is more engaging. However, making use of short content can still work when done properly. Some ways to make use of short content are the following: sharing some quick tips, or publishing short, related news.
What this can do for you in 2017: While everybody is focused on coming up with lengthy content, occasionally come up with short, but high-quality content. It’s always a good idea to stand out. Of course, you will also need to come up with materials with a substantial word count, but releasing short but powerful content from time to time will definitely give you the edge.
Don’t Miss out on these Content Marketing Opportunities this year!
The coming of a new year is always great because we will be able to do things that we weren’t able to do the last year. There are lots of content marketing opportunities that you might have missed in 2016 so this year, make sure that you try them out and see which one works best for you!
Our tips above can help boost your content marketing campaign. Grab the opportunity to be better than the competition. You already missed the chance in 2016, make sure you don’t do the same this year!
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