Nic Shaw, editor-in-chief at Waggener Edstrom, offers some top tips to content marketing success…
1. Have a content strategy
Having a long-term content strategy is vital. Individual campaigns can be successful but if you don’t follow up with more content your audience will wither. Keep drip-feeding nuggets of content between the larger pushes. Effective measurement is crucial too.
2. Resist the hard sell
It is more about establishing your brand as a trusted source of useful information. That said, do include calls-to-action and deliver content for every step of the sales journey.
3. Tailor your content
Don’t try and target everyone all the time; tailor your content to specific audiences. Research your audience and deliver the content through the channels they already use (and are most appropriate – Facebook and Twitter sometimes aren’t the right choice for B2B).
4. Repurpose content
Publish content across multiple channels to maximise the return on time taken to create it in the first place (and re-visit old content, if it’s still relevant).