These ten tips provide content marketing advice to help launch your content campaigns in 2020 and beyond.
Content marketing really took off in 2020. The importance of creating relevant and valuable content for your target audience became well understood, and marketers really began to believe the common catchphrase «you are the media».
Content marketing strategies
In the coming year, marketers will start to implement their content marketing strategies in full force. Here are the ten tactics smart content marketers will be pursuing in 2020:
Understand your audience
Really dive into what motivates your prospects. What are their pain points and challenges? Develop detailed buyer personas to understand their needs and wants. You can’t help your audience if you don’t understand them.
Tap into internal expertise
You have a wealth of information within your organization just waiting to be tapped – don’t waste it. Seek out the experts who have knowledge your audience wants and the extract it in the form of ebooks, white papers, reports and webinars.
Proactively manage content
Like any good magazine, every content marketing program needs an editorial schedule. Perform a content audit to determine what you have and what you need. Then, develop a calendar of deadlines to keep things moving.
Get found online
Search engine optimization and content go hand-in-hand. If you don’t have a list of target keywords for your website, get one! Then, start to create articles and other content around those keywords and include it on your site.
Create informative websites
If your website still looks like a corporate brochure, you’re missing the content boat. Spruce things up with content offers such as white papers and online articles.
Get the click
Don’t let your website visitors go to waste. Create one valuable content offer your visitors won’t be able to refuse, and provide it in exchange for their address on your email list.
Use resources wisely
Some content strategies can be major time drains. Blogs are one example of a great idea that few companies have the time and resources to execute well. Instead, focus on creating a few good white papers, reports and webinars along with one great ebook. They don’t require an ongoing commitment, and they pack a lot of punch.
Let customers do the selling
Ditch the high-pressure sales routine, prospects just don’t buy it. Instead, offer plenty of support and advice to your prospects and let your customers do the selling. Take the time to round up some great testimonials and create a dozen fantastic case studies to use throughout the sales cycle.
Ask for help
Time-crunched marketing and PR departments probably don’t have hours to invest in researching and writing content marketing pieces. Don’t be afraid to ask for help from outside copywriters and consultants. Professional writers help deliver the most polished end product and leave your internal folks free to focus on strategy-level concerns.
Stay the course
Content marketing may take more time to bear fruit than other marketing strategies, but stick with it. In time, your efforts will be well rewarded!