If you want your content marketing to be successful, then you definitely need a strategy. You can't just create content and expect people to find it and love it.
While creating your content, these three important elements you need to keep in mind:
Your target audience
Your business objectives
How will you promote that content
So when it comes to create a content piece, what are the most effective content types for companies to keep in mind? What are the top priorities, metrics, goals, and tactics which business are using?
Here what's trending in content marketing strategy for 2017, according to a survey conducted by Clutch, which provides research and reviews on advertising and marketing agencies.
1. Top Content Priority: Brand Story
Brand story is the most important element of any content marketing strategy, according to 18% content marketers surveyed by Clutch, Other important factors include content types (17%), mission statement (17%), metrics (15%), and audience personas (14%).
Make it your mission this year to identify people who are interested in your content & create that content which meets their interests, desires, needs, concerns and expectations.
2. Top Content Goal: Brand Awareness
Brand Awareness is the main goal for 49% of companies, according to the results of the survey conducted. To get higher visibility in search engines is the second aim of 30% companies, whereas lead generation is the main goal of 21% companies.
Whenever you are creating content, always make sure you have an objective in mind, whether it's to generate your social media engagement or to bring in organic search traffic, or convert visitors(download, sign-up, or buy); with which results can be easily measured.
3. Most Effective Content Format: Research/Original Data
Out of 10 popular content types, original data/research performed was stated as best for companies, according to 18% of content marketers which were surveyed. Other effective content formats were infographics(17%), product views (16%), blog posts (14%) and videos(13%).
4. Top Content Success Metric: Sales
The most significant metric which content marketers are using to measure the success of content is sales, i.e. how many people make a purchase, according to 32% of those who were surveyed. Marketers were also focused on tracking the consumption metrics, such as page views, links, lead generation metrics (29%), downloads (29%), and social sharing metrics(10%).
If you are not tracking metricsandsetting goals, then you will never come to know if you have achieved your goal or not. And you will (probably) come to a very wrong conclusion: that content marketing is a waste of a time and money.
5. Top Content Promotion Tactic: Paid Advertising
Paid advertising (both paid social and native ads) is a top content promotion tactic which is being used by 71% of survey edmarketers. Other top tactics were organic social media posts (70%), traditional marketing (69%), email newsletters (63%) and events (62%).
Content that is not promoted will be ignored. Here's a great takeaway from Clutch to end on:
"Spend less on content creation and more on distribution. Creating high-quality content is futile if you don't dedicate enough effort or resources to get in front of audience. And, if you don't have enough money to do paid advertising, focus on earned media, such as pitching journalists and influencers."