Relevance online is all about content. We all need great content and we need a plan to make that content visible to our target audience online.
With this in mind, I offer some content marketing trends that will impact your efforts.
Automate with Care
The number of tools to help you automate content sharing is increasing. Use them to save you time and make your efforts more efficient. But, don’t neglect the need to be authentic.
Automate aspects of your lead generation, email marketing and social media marketing initiatives. make sure the automated messages are yours. Don’t accept machine create defaults because, well, they come off as machine generated defaults.
Leverage Content Aggregators
There are places that specialize in collecting content on just about every topic. Be one of the experts they tap. They win by getting content to feed their streams. You win by demonstrating that you are an expert on credible sites that are not your own.
Proceed with caution. They key is to participate in credible networks only. Take a pass on any opportunities that don’t seem worthy. Vet opportunities and ask questions. Be selective.
Go Below the Surface
Content that provides basic information is everywhere. If you want your content marketing to be successful, you need to delve deeper into topics than everyone else. Be specific and give your readers more than they can find anywhere else.
I recommend you keep your content narrow and deep so you can strike the best balance between going deep and not getting too lengthy for online reading.
A plan is a great road map, but you need to be able to take detours. Current events, industry news and other factors may make your plan obsolete. You need to react and make sure you are always speaking to the current needs of your target audience.
Relevance trumps all other objectives.
Stay Committed for the Long term
To win at content marketing you need to be in it for the long term. No short-term 12-week campaign will garner the ultimate success of brand awareness, lead generation. or any other goal.
The real power of content marketing is generating long-term, sustainable, organic growth for your company. You need to commit to publishing quality content on a consistent basis over time.
A committed approach wins when it comes to content marketing.