Using great content in your mixed media has become the new “must have” for websites. Not only does fantastic content help make your brand or product more interesting and relatable, but it can bring you more success and a higher spot in Google rankings. This week’s Online Content Collective takes a look at trends going on with businesses with regards to their content marketing strategies.
Each article examines what is working for content strategy and how more companies are beginning to measure the efficiency of that content. These articles are a great way to take another look at your own content strategies and find out if there’s something you can do to augment your efforts.
Using an example of the famous George Carlin bit, “Stuff,” our first Content Collective article focuses on the accumulation of “stuff” for your content strategy. As the bit explains, humans live their lives accumulating more and more stuff and then they have to find somewhere to put it all. This is compared to how companies put all their stuff online and how they continue to find more places to put their stuff.
The real trick is putting strategy into your stuff in order to make it something. Then it’s not just stuff, but actual content that customers will pay attention to, which in turn will help you rise in your Google rankings, and create a more credible online presence.
In order for your content marketing to grow, you need to invest in a dedicated content marketing team who will be able to align themselves together and create more output for your company’s brand and ideas. There are four main ideas that are explained in this article.
- Build a solid content team. Companies are hiring writers with a background in journalism as opposed to marketing in order to create credible content without sounding too cheap and sales-y.
- Align internally. Choose people throughout your organization to be part of the content marketing team to help generate brand-appropriate ideas.
- Rethink the process. Determine a way that you can use metrics to establish how well the content marketing is working for your brand and the traffic driven to your site.
- Encourage innovation in content marketing. Think outside the box and create more relevant pieces of information that you share as content. Continue to innovate and reinvent the creation process.
This last article deals with process #3 in the previous piece. The practice of content marketing has evolved from just trying to get your material published and out there, to a place of “how well is this piece working?”
Initially companies were monitoring the efficiency of its content through the engagement of the public. Now, more and more are concerned with not only the engagement but what the all-important “bottom line” is. Is the produced content attracting the public’s interest and generating sales? If so, what part of the produced content was the tipping point in getting the customer to buy in? The practice that this is referring to is known as “last click attribution.”
Content marketing continues to evolve as marketers look for new ways to make their ideas go further. The industry has certainly been swamped with a lot of bad practices and spammy guest posts, but if you properly strategize and produce quality content, you will see a lot more value for your investment.