Content Marketing, Content Marketing Strategy, Content Strategy

How To Boost Your Content Marketing Effectiveness (Without Breaking The Bank)

Content Marketing Effectiveness in 2018 – Resolve to Be More Productive!

Content Marketing isn’t going away in 2018. Rather, it can be of the most powerful tools in a marketers aresenal this year… if used correctly. The key to great content marketing is simple: provide relevant and timely content that is of value to your target audience, repeatedly. Boom. But how do you do this effectively? 

The challenge is in the execution. By now, it should be very evident that Content Marketing is not free. It takes a lot of time, effort and resources to pull off a successful content marketing strategy. Whether you are a team of one or have a dedicated Content Marketing team, the challenge is the same… ensuring that your Content Marketing Effectiveness exceeds that of your efforts. Let’s explore some of the best ways to boost your Content Marketing Effectiveness by being more productive and without breaking the bank (in terms of effort, resources and money).

Quality Trumps Quantity

Always. Period. In a day and age where there is more content produced on a daily basis than our ability to consume it all, only the very best content will grab our attention. Consistency is still a key aspect of Content Marketing effectiveness, but your focus should be on the quality of the content you are producing as opposed to how much you are putting out there. You know you hit the mark with quality content when your audience responds favorably. Content that gets attention, shares, comments and action is the end goal of every Content Marketer. When you produce “Remarkable” Content = Content that is so extraordinary that it is worthy of a remark, you will see a positive ROI as you are then able to repurpose that content over and over again. Creating content simply for the sake of creating content isn’t a smart strategy. Your time and efforts will be better spent ensuring that you are addressing the needs, wants and desires of your target audience and doing so in the most remarkable way possible. Remember, quantity does not equate to relevance. Quality is the true test in the eyes of your audience. When you focus your efforts on creating truly great content, the results can be powerful.

Repurpose Extraordinary Content

When you create quality content, the results will be evident by how your audience reacts to it. One of the easiest ways to boost your Content Marketing effectiveness is to repurpose your best content into macro, micro or completely reconfigured content forms. You know the old saying that it costs more to acquire a new customer than to retain your current customers? Well, that same concept applies to your content. When you have a piece of content that is performing well, take advantage of this by repurposing it in multiple ways. If the topic is evergreen, the life of that single piece of content can be extended over a long period of time, making it even more powerful. If the topic is trending or timely, consider how to spin-off related evergreen content angles from it. By repurposing your content into micro (break it down into smaller bite-size formats), macro (expand on the content into something bigger and more comprehensive) or reconfigured (utilize the same content but in an entirely different way) you instantly boost your Content Marketing effectiveness and productivity.

New Avenues for Organic Promotion

Finding new avenues for promoting your content can extend your reach and garner the attention of a whole new audience. We often times get stuck in a routine of where we publish and how we promote content. Thinking outside the box to reach a wider audience is essential to improving your Content Marketing effectiveness though. Whether it is cross publishing your content on different platforms (blog, Medium, LinkedIn Publisher, etc.) or testing new social media platforms (Instagram Stories, Facebook Stories, Facebook Groups, Snapchat, etc.), always looking for new opportunities to promote your amazing content is smart marketing. Another new avenue that has been gaining traction lately are engagement pods. These are typically small groups of like-minded individuals who band together to help promote, share and engage with each others content. It’s a nice way to gain some early traction on your content which can spark further engagement from a wider audience. The key is not to abuse such groups and keep them genuine.

Know Your Audience

It’s marketing 101… identify your target audience and understand as much about them as possible. As noted earlier… Content Marketing is all about creating value for your audience. So, knowing the ins and outs of what they derive value from is the golden ticket to creating outstanding content that your audience will love. Many times marketers get caught up in creating the type of content THEY think their audience should have as opposed to the type of content that their audience actually needs and wants. Content Marketing can be tricky for marketers because it shouldn’t really be about the “marketing” – it really is all about the “content”. But, when you take the “marketing” angle out… it provides your audience with exactly what they want… and that in turn, is brilliant marketing.

Keep It Fresh and Exciting

Content Marketing is dynamically changing every day. As we look into 2018, there will be more intriguing ways to create, publish and distribute your content. We are already seeing immersive Content Marketing experiences bubble up with live video, augmented reality and virtual reality. Those Content Marketers who take advantage of these new opportunities will certainly have a competitive advantage over those who get stuck in the sea of sameness. Think about how to create new experiences with your content that will deepen the engagement with your audience and bring them closer to you. Challenge yourself to think about how to make your Content Marketing efforts more personal, more one-to-one and more fluid. Keep in mind that you don’t need a big budget to be creative. Being authentic, relevant and unique can give your Content Marketing a new, fresh and exciting angle.

What strategies have you employed to boost your Content Marketing effectiveness? Please share your thoughts below.  

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Darcy Schuller is the Chief Digital Marketing and Brand Strategist at Suvonni, an innovative boutique digital marketing agency in Chicago. As a leader in the digital marketing space, Darcy is passionate about helping clients build stronger brands through elevated customer engagement, social media marketing, content marketing and dynamic web experiences. Darcy is a respected marketing thought leader, speaker and consultant.