73% of small business owners have doubled the amount on content they're putting out over the last year. This is very beneficial for product and service updates, reviews and or specials as well as being able to provide your client's with valuable content.
Here are a few ways to get your content noticed and not lost in the marketing stampede:
Bottom line: Market your marketing. Clearly, measuring impact and promoting content should be a top priority, yet many marketers are coming up short in both of these areas. There is too much of a focus on content quantity and SEO when there ought to be more attention on quality content and providing valuable context for readers.Instead of simply following the herd and creating more content without a plan in place, implement these strategies:
- Build a solid team: Requiring a tiny marketing team to continually churn out ever-increasing volumes of content is an unrealistic expectation, and bad for morale. Before you ramp up your content creation, make sure you hire a team of excellent writers and strategists led by a content marketing executive. If hiring a team of full-time employees isn’t an option, look to freelancers and/or content marketing agencies to help fill in the gaps.
- Improve your content process: Once you have a team in place, give team members the processes and technology to enable their success. Cobbling together an ad hoc system of Post-It notes, Word documents, and spreadsheets doesn’t cut it anymore. Your team needs a robust content management system (either one provided by a technology vendor or a customized tool that was developed in-house) and other tools to ensure optimum productivity. In addition to investing in technology, look for ways to streamline your content creation process, such as crowdsourcing ideas and content from across your own organization, or repurposing existing content.
- Make time for promotion and measurement: Your strategic plan for promotion and measurement of your content needs to be baked into your process. They should never be an afterthought. Otherwise, you could be creating average content that gets lost in the “noise,” or great content that simply won’t reach interested readers. These practices will also help your marketing team save time and money.
Developing and executing a comprehensive content marketing strategy will increase the potential to create great content that gets read and supports your brand’s overall goals.
Content marketing takes time and works best when it is well planned out. It will not only draw in new readers but will allow you to continue to connect with your existing ones by providing high quality content.
How do you solve your client's problems or offer them solutions through your content marketing?