Digital marketing is constantly changing.
What hasn't changed is how important it is to stay on top of the ever-shifting landscape. And a good way to do that is to look at the people who are crushing it.
We've all heard: “don't reinvent the wheel.” That's good advice.
If you're unsure of what to do or how to improve your content marketing, instead of guessing, learn from some of the best. Even if you're a solopreneur, you can find some great insights from large, successful companies and apply them in your business.
I came across a great post from the Content Marketing Institute, where mega-successful pros gave away their biggest content marketing tip.
Here's six great ones:
1) Joe Pulizzi
Content Marketing Institute founder and author of Content Inc., says:
“I would take a six-month period and focus everything you can on building subscribers in one of your programs (let’s say, your email newsletter). Take out the sales messaging for a while, take out the unnecessary content, and just focus on building an audience. How does that change your content?
“Look at the CTAs in and around your site and improve them for subscriber growth. Often we are so busy extracting value from customers and prospects that we don’t focus on providing true value in our content products. This will help you focus on that.”
2) Jay Baer
President of Convince and Convert and author of Hug Your Haters, says:
“The best way to improve your current content marketing has nothing to do with your content. Instead, the best way to improve the success of your content is to amplify that content better.
The days of “if you write it, they will read it” are over. Smart content marketers flip the script and think about how they can successfully promote and amplify their content first, and then build content to align with those strengths.”
3) Ardath Albee
CEO of Marketing Interactions Inc. and author of Digital Relevance, says:
“My top tip for improving current content marketing is to take the time to really get to know your audience by building personas. With this depth of audience insight to inform your content development, you’ll be able to raise relevance with content that resonates and spurs buyers to take action.
“Your content will become more purpose-driven and meaningful when it’s focused on the issues your audience is trying to resolve and the objectives they are trying to achieve. Developing personas will enable you to create less content that delivers a higher level of effectiveness than what most companies are seeing today.”
4) Ian Cleary
Founder of RazorSocial, says:
“Create super valuable content that is so good people will welcome the fact that you reach out to tell them about it. Unless you’re a media site publishing many articles every day I’d focus on fewer articles, more depth and higher quality.
“It’s more and more competitive and one of the best ways of standing out is the quality of your content. When you do create that content, it is important to have an outreach strategy and a paid promotion strategy. You need to reach out to relevant people and boost this post using ads to a relevant audience.”
President of Type A Communications and co-author of Experiences: The 7th Era of Marketing, says:
“The No. 1 tip that I give companies on how to improve their current content strategy is to document their strategy, and include how it will drive business objectives.
I still see marketers operating in ‘marketing land’ without understanding that the purpose of everything that they do needs to drive business growth. That, ultimately, is the “why” behind everything we should be doing as content marketers.
CEO of Arment Dietrich Inc. and author of Spin Sucks, says:
“The best way companies can improve their current content marketing is to measure, measure, measure. Too often, we hear things such as, ‘We don’t know if our content marketing is working, but we sure are spending a lot of time and resources on it.’
“It’s pretty easy to measure with just a spreadsheet and Google Analytics to start. If you’re not measuring results right now, start there. You can build something prettier as you begin to show your efforts are contributing to the overall strategy of the business.”
Check out tips from 9 more pros at the Content Marketing Institute.
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