Content Marketing Suggestions Worth Considering in 2018
by Dan Radak
A lot of people assume that writing a great piece of content depends on the talent of the writer or finding the right topic to write about; however, this is not always the case. You see, writing a blog post is definitely not the same thing as writing a short story or a novella.
First of all, people go to blogs to be informed, entertained or in order to learn something new. In other words, their main goal is to gain some immediate value from the piece of content that you are offering to them. Needless to say, this kind of creative writing takes a bit of a different approach than its literary counterpart.
What a lot of people seem to forget is the fact that, although creative, content marketing is still a digital marketing technique, which means that it has to do with business just as much as it has to do with writing. This entails a completely different preparation process, scheduling and overall greater involvement of marketing strategies in the creation of your content. With this in mind and without further ado, here are a couple of content marketing suggestions worth taking into consideration in 2018.
1. There’s always room for improvement
First of all, you need to bear in mind that not a lot of people are willing to admit that their content game may need some improvement. In fact, about 42 percent of all B2B marketers believe that their content marketing techniques are highly effective, while only 16 percent of them will be self-aware enough to claim the opposite. In reality, however, it is more than clear that this is not an accurate estimate.
Therefore, the first step towards improving your content marketing strategy lies in admitting that there is still room for improvement. Then, you need to try and analyze your overall strategy in order to deduce which of these areas you are great at and on which of them you might want to work on a bit more. Now, some may argue that 42 percent is fairly low, but having too much self-confidence might cause one to settle for their current results, which is definitely not a good practice.
2. Develop an editorial strategy
Another major difference between writing a blog post and writing a novella lies in the fact that you always need to plan for the long run. Sure, you might be able to tell a whole story right away, but, if this were to happen, what are you going to write about next week or the week after that? For this reason alone, you need to inquire about what is an editorial strategy and look for ways in which it could be seamlessly integrated to reach your own long-term goals.
A strategy consists of several different aspects, ranging from defining a target audience to finding a way to measure your performance. This last part can be particularly tricky, seeing as how vanity metrics (likes, shares and comments) may sometimes lead you to believe that your strategy is more or less efficient than it actually is. Instead, you need to find metrics that are relevant to your objectives and find a formula that will help you use them to set milestones on the progress and reach of your online footprint.
3. Scheduling matters
As a blogger, you will be running a small- to medium-sized operation on a daily basis. On your team, you will have writers, designers, publishers, editors and promoters. In order to create top-notch content and be able to deliver it on a regular basis, you need to learn how to schedule tasks. First of all, in order for your schedule to hold true, you need to know exactly what these processes entail. Therefore, take some time to get acquainted with each of these roles accordingly. Then, you need to set deadlines and try to be as stern in following through with them as possible.
4. Revisit your old content
After several years in the game, the sheer amount of content on your blog will be staggering, which is why it is a waste not to recycle or at least update it on a regular basis. Depending on your industry, trends may be rapidly evolving, which is why an article you wrote a while back may no longer hold true.
Not only will this information now be outdated, but it may even find a way to damage your brand, seeing as how some of your readers may not check the date on the post before trying to apply some of the tips listed inside. Even with this in mind, only 55 percent of bloggers actually update their old articles, which is nothing short of shocking. Of course, in other situations, your previous post will still be relevant, which means that reminding your audience of it might be a solid strategy.
5. Spend more time on a post
Finally, he blogosphere itself is no longer considered to be a new and insignificant trend, which has drastically reshaped the approach that bloggers take towards their content. In fact, four years ago, in 2014, an average time spent writing a blog post was at about two hours and 24 minutes, while in 2017 it was three hours and 20 minutes. Furthermore, the number of people who spend less than an hour writing has fallen drastically as opposed to the number of people who spend more than six hours polishing their content.
The most important thing here is that these minutes and hours give visible results when it comes to the difference in the quality of the posts in question, which further promotes content marketing as a whole.
Regardless of your industry, the above-listed tips universally help content gain a greater reach and get a better response. At the end of the day, the content you produce needs to be of a certain quality, but it also needs to appear in a high enough quantity in order to start inspiring brand loyalty. Of course, no one is expecting you to deliver quality content on a daily basis, but without a constant reminder, even some of the most die-hard fans your blog has might forget you. In order to stop this from happening, your content team needs to work like a well-oiled machine.