Here’s a thought as Valentine’s Day approaches: When someone gives us a bad gift, we say, “Oh, well, it’s the thought that counts.”
By which we mean, “At least they were thinking of me, and that’s what matters.”
But what makes a bad gift a bad gift? The lack of thought behind it. A great gift says, “I know you well; I know what you like; I knew this would make you happy.”
A lousy gift says, “I am socially obligated to give you a present but I have no idea what you like.”
In content marketing, as in gift-giving, it really is the thought that counts. Is your content telling people, “I know what you need, and this will be useful for you, and will help you succeed because we want you to be successful?”
Or is it saying, “I have no idea who you are, but let’s talk about me?”
You wouldn’t give your significant other roses if they’re allergic to flowers, or chocolate if they prefer jelly beans. And the most expensive diamond ring won’t thrill someone who never wears jewelry. Are you bringing that level of thoughtfulness to your content?
This week’s roundup has tips to help you zero in on more purposeful content with just the right amount of personalization. And to help that thoughtful content get seen, you’ll also get tips on link building, SEO, goal-setting, and more.
What Marketers Were Reading and Sharing Most This Week:
1. How to Set Content Marketing Goals (& The Most Common Ones Marketers Set)
This deep dive from Jessica Malnik combines data and thought leader contributions to create a compelling, comprehensive guide to goal-setting.
2. How to Create Content with Purpose
Don’t waste time and resources on content for content’s sake. China Louise Martens offers a framework to help you ask the tough questions and keep your content purposeful.
3. Publishers Are Growing Audiences by Producing Less Content
Speaking of purposeful content: It’s clear that quality will win over quantity every time. This article from Lucinda Southern highlights a trend in the publishing industry, but it couldn’t be more relevant to content marketers.
4. SEO for 2020
Still thinking in terms of keywords and national rankings? This Whiteboard Friday video and article from Britney Muller can help modernize your SEO approach for 2020 and beyond.
5. A Small Amount of Data Can Do It for B2B Personalization
Do we really need to know someone’s hat size and golf handicap for B2B sales? A little data can do — provided it’s the right data. Dennis Shiao brings key takeaways from persona expert Ardath Albee.
6. 11 Ways to Build Links through Content Marketing
Link building is an important and often-overlooked part of SEO strategy. James Brockbankexplains how to build links with little to no budget, using ethical tactics that won’t get you on Google’s bad side.
7. The Science and Art of Best Answer B2B Marketing Content
The best content marketing brings together strategy and creativity to create something indispensable for your target audience. Nick Nelson explains how left brain and right brain can best work together in content creation.
8. 5 Key Skills for B2B Marketing Leadership
Marketing teams need to be more data-driven, revenue-focused, and more closely aligned with sales. Gene Hammet explains how leaders can help foster these traits in their organizations.
9. How to Measure the Success of Your LinkedIn Company Page
Learn how to prove your engagement on LinkedIn through content engagement, website traffic, follower growth, and more. Mackayla Paul offers a practical how-to for each metric.
10. The Power of Content Re-Purposing - How to Get the most Exposure and Results from Your Content
Publishing a piece of content is a beginning, not an end. Philip VanDusen explains how to wring every last drop of value from the content you publish, without the risk of being repetitive.
