What’s Trending: Revamping Content Marketing
February 24, 2021
On the long list of things that have changed — perhaps permanently — since last year, we can add content marketing. The just-right content marketing strategy has always been a moving target, of course. But the pandemic changed everything from people’s browsing habits to the type of topics they’re searching for.
If you haven’t given your content an overhaul recently, there’s no time like the present. It’s worth looking at your recent content performance, which resources you have in your content library, and especially your strategy for the next few months.
For the triumphant return of our weekly trending roundup, I went searching for resources that will help with a comprehensive content revamp.
What Marketers Were Reading and Sharing Most Last Week:
In the past decade, the content marketing mantra has shifted from quantity to quality. Marketers are spending more time developing deep, substantive content — content that’s ten times better than the competition. The problem is, if everyone’s doing 10x content, it’s no longer exceptional. It’s just the new table stakes.
Thankfully, Michael Brenner has a step-by-step guide for creating content that still stands out, even in a 10x-saturated market. I found his final piece of advice especially compelling. Your first attempts are likely to fail, he says, but: “What you want to do is LEARN. You learn by understanding the performance of your content with analytics. Dig into this to see where you can improve. Then start again with a new topic. Eventually, you’ll find your stride and achieve 10x content.”
One way to create exceptional content is to include thought leaders and experts in your industry — those people who are already engaging your target audience. While B2C influencer marketing is more akin to celebrity endorsement, B2B influence is all about co-creating valuable content that informs, entertains and engages.
TopRank Marketing’s Lee Odden shares his tools and tips for creating a strategic, ongoing B2B influencer program. He also practices what he preaches, featuring advice from multiple prominent marketers throughout the post. One key component of a successful program? A documented strategy. Says Lee: “Marketers that document an influencer strategy and engagement approach, define processes, use software and elevate their internal operational expertise are better suited to create successful influencer marketing programs.”
Video content was the final frontier in marketing for ages, and it’s finally maturing into a valuable part of any content marketing strategy. Most marketers immediately think top-of-funnel when they think of video: Something that grabs attention and can help boost awareness.
According to sales and marketing consultant Shane Barker, though, video is an overlooked lead generation and capture tactic. From adding CTAs into social media video all the way to gating video content, there are ample opportunities to promote action with video.
One tip: Add video to your landing pages to help drive conversions. “Videos enable you to convey more information without using too much text,” Shane advises. “You can detail the main topic in the video and use the page’s text – headline and CTAs – to give it more context.”
Creating great content — even content with amazing influencer contributions and eye-catching video — is just the beginning. We still have to make sure the content reaches its audience. And, of course, that it compels people to take action. SEO and CRO are the two practices that put the “marketing” in content marketing. With a little strategy, the two can combine to form something greater than the sum of its parts.
Marketing specialist Izabelle Hundrev recommends treating every piece of content as a potential conversion driver. “CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-form content as well,” she says. “When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, ‘what action do I want the reader to take when they land on this page?’”
In my expert opinion, LinkedIn is an essential channel for reaching a B2B audience with the right content at the right time. But you don’t have to take my word for it: The folks at Hootsuite have put together an infographic that illustrates what the platform has to offer for B2B marketers. Once you create that 10X, influencer-augmented, SEO-and-CRO-optimized content, LinkedIn is the place to promote it.
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