Upgrade Your Content Marketing in 2015

contentmarketingContent marketing can be a tricky concept to put into practice. It requires turning off your marketing instincts and learning to be a publisher. In the words of Nick Salinbound “Don’t interrupt what people are interested in; be the thing they’re interested in.” With that mantra at the center of your efforts, your 2015 content marketing will always be on track.

Content Marketing Institute’s 2014 Manufacturing Content Marketing Report, shows that manufacturing marketers are behind other industry marketers so far. Manufacturing marketers utilize less social media channels, feel that their content is less effective, and tend to not have a documented content strategy. These tips will help to ramp up success in the coming year.

Start by documenting your content strategy. And—no, having a general idea of your marketing goals does not count as a documented content strategy. A content strategy should start with very specific goals that you are aiming for with your content marketing.

Then, a calendar oriented plan of when you will produce content, what topics you will cover, and where this content will be distributed should be made. Connecting these two is a vital step that is often missed. If every piece of content you plan to create aligns with your final goals, your content marketing will move forward with a renewed purpose.

When planning your content calendar, think quality and quantity. Many content marketing initiatives fail because they focus too much on one of these. An overload of content that lacks quality will not reap success. Posting a blog every day is great. But, if most of these blogs do not offer value to your audience, they will not be shared or engaged with.

On the other hand, if you only produce a massive ebook once a quarter it will not raise any awareness. Plus, you likely will not have an audience who is engaged enough with your company to be interested in reading this large piece of content.

Balance is key. A way to ensure balance is to use content mapping. With content mapping, you can create one large piece of content and strategically reuse this content. Use the original piece to create blogs, infographics, webpages, and more to be shared across different channels. This method increases your reach and helps your content meet your audience in all the right places.

Luckily, there are a few weeks before it is officially 2015. Start your content strategy now and begin brainstorming the content topics that will resonate most with your audience. With agile planning and a fresh start in 2015, manufacturers can step up their content marketing and reap the great results.

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Posted by MAGNET Ohio in Marketing

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