When it comes to content marketing, the stumbling block for many companies is the development of a consistent stream of valuable content. In some cases, it’s a matter of literally starting from scratch. Here are a few strategies that can help you establish the consistency and momentum needed to accelerate and maintain an effective content development effort.
Unearth the unique needs of specific audience segments. A content marketing effort is no place for a one-size-fits-all approach. Try to achieve a balance across your content subject matter with topics that apply to readers at the novice, intermediate and expert levels. Along with articles that pinpoint specific areas of interest for vertical-market segments within your audience.
Create an editorial calendar to provide a roadmap. Seasonal cycles and tradeshow events will often determine the topics of most interest at any given time. Map out a content calendar at least a month in advance. In many industries, a lookahead of 3 to 6 months is even better. This strategic forethought will provide the impetus for a consistent effort, and can always be refined along the way in response to real-time feedback and results.
Use channel synergy to amplify content performance. Content marketing, social media activity and SEO best practices are powerful components in their own right. The combined power of all three brings additional synergy to the mix. Look for ways these components can complement and amplify each other — to create a continuous nurture engine that keeps prospects moving forward on their individual decision journeys.
Vary your formats to maintain interest. In addition to covering diverse topics your audiences are interested in, switch up your messaging formats for additional variety. Videos, infographics, case studies, podcasts, tutorials, white papers, product demos, webinars — these are all devices you can link to or embed in a blogpost to leverage multiple pathways for communication.
Realize that no relevant topic is too small to cover. A blogpost or article doesn’t always have to be expansive in scope. For instance, a modest post can be highly effective to show how your product or service can solve a common issue, to address a timely industry topic, or to share a field-proven method your people have developed. The key is always to offer content of real value to the reader you’re targeting. While positioning your product, service and company as helpful and indispensable elements for the prospect’s daily work and long term strategy.