I recently took some courses with Content Marketing University to update my skills and see what's new in the world of content marketing. Here are 5 things I learned (or re-learned):
1. It's All About Your Audience's Needs
- Establish a measurable relationship with your audience.
- Use advocates and influencers to build trust - your audience trusts them more than you.
- Use paid media to earn media, and target influencers to share your content.
2. Content may be king, but distribution is queen
- TV marketing spends $5 on distribution for every $1 spent on creating content. Content marketing is the opposite, but needs to shift toward the TV model to minimize content churn and provide more value.
- Send content out through press releases to improve organic search ranking.
3. Be Clear About Goals & Related KPI'S
- Decide what you're trying to accomplish (build awareness, sell more products) and measure accordingly. Trying to do it all will ensure you do nothing well.
- Keep content marketing away from being just another way to communicate sales material.
4. Always Nurture
- Onboard your audience into everything - if they sign up for your blog, send them your 5 best blogs before you put them into the regular schedule.
- Use each email in your nurture pathways to get someone to ask the next question.
- Use nurture marketing when onboarding new employees - you will excite them about your mission and in turn they will help distribute your content and be valuable advocates.
5. Use Content Strategy To Break Down Silos
- Plan cross-function, gathering resource from around the organization, soliciting ideas, and involving in review.
- Everyone has a unique role to play and there's enough work for all. Comms, PR, Marketing, Media - you all need each other and your work will improve drastically when you approach it together.
- You probably have something to learn. Being open minded will help you come up with breakthrough ideas.
What do you think should be added to the list?
Don’t miss out, get Brave News now
Join the ABN community and be the first to learn about trends in inbound marketing, branding, and web design.