Content marketing has become huge in recent years. In fact recent studies have shown that the vast majority of both B2B and B2C brands are engaging in content marketing in one form or another.
Perhaps the biggest challenge with content is that it’s so time intensive, and consequently it’s essential that we’re constantly thinking about how we can use our resources more effectively.
First of all, you need clear themes to work within – trying to come up with inspiration every week is incredibly draining and time consuming. You need clear themes and objective.
Secondly, you need to focus on creating small amounts of amazing content rather than large quantities of rubbish content. There is just far too much content online now to expect to achieve anything with generic, poorly thought through articles and blog posts, for example.
Then you need to ensure you are putting some serious media budget behind it. There is no point spending hundreds of pounds in man hours on creating a piece of content if you don’t then bother to spend £5 or £10 promoting it to ensure it actually reaches its audience.
You should also consider how to prioritise evergreen content that will be relevant for years to come as that kind of content will bring in new visitors every day and really build your website as a content asset.
Finally, ensure that this content is distributed everywhere – the blog, email, social media, even offline. That’s the key – create once, distribute everywhere!
See you next time.