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In content marketing, we’ve moved on from questions like “Is it effective?” to “How to improve content marketing deliverability?”
With 77% of B2C marketers and 86% of B2B marketers using content marketing, there is absolutely no doubt about the huge role this marketing technique plays in brand awareness and engagement. client.
But one of the problems that content marketers face is that content marketing is a comprehensive field with a whole lot of complexities; it also takes a lot of work and time. Moreover, it does not provide results in a hurry.
No prizes for guessing that marketers who use content production and distribution to improve brand visibility are highly harassed. As a content marketer, I can attest to the fact that it is difficult to master each of the activities that are part of content marketing.
Some activities will come naturally to you as a content marketer, while there are others you have to remember. More than once it’s these’others‘ who decide the fate of your content marketing campaign. These are The factors that give your content marketing strategy the extra boost it needs to generate the returns you’re looking for.
Sometimes content marketers tend to ignore these aspects thinking they are not important in the scheme of things. You ignore them at your peril.
Related: 5 Factors Breaking Your B2B Content Marketing Budget
Let’s take a look at three important aspects of content marketing that I think are often overlooked:
1. Get inspired.
Some big brands are generating massive returns from their content marketing campaign. Make it a point to learn from them. You may have developed your content marketing strategy, but it makes sense to check how it aligns with the strategies implemented by other companies, especially your competitors. You might come across a particular tactic that pays them rich dividends that you should use as well.
For example, suppose you skipped integrating visuals into your content marketing plan; but when you take a look at the content marketing campaign your competitors are running, you realize that visual content works for them. It basically gives you the confidence to come up with your own visual content marketing strategy.
2. More “you”, less “me”.
A content marketer must strike the right balance between distributing branded content and content without any brand affiliation. Very often, branded content takes center stage and the need to deliver useful, actionable, user-focused pieces of content is overlooked. Marketers who make this mistake must constantly remember that their target audience is looking for information focused on their needs and requirements.
Your content marketing should be more about your brand audience than your brand. Brands that get big results with their content marketing start by identifying the problems their potential customers are looking to solve, then offer solutions through high-quality content.
If you’re talking more about your products and services and ignoring the “true needs” of your audience, it’s time you started focusing on them.
Related: Don’t Just Start a Business, Solve a Problem
3. Creativity and innovation.
In our search for measurable results from content marketing, we sometimes see this marketing tactic through a narrow lens defined by a set of “must follow” rules. We forget the essence of content marketing – creativity. We tend to create content silos and refuse to look at the world beyond. This reduces the scale and scope of our content marketing strategy.
The idea behind using content as a marketing technique is that it allows us to push the boundaries of marketing. Don’t get me wrong, it’s important to follow the rules, but not in a way that limits your creativity. If you take a look at some of the successful content marketing campaigns, you will realize that on some level they are breaking new ground. They are exploring new content avenues, distributing various content formats and revolutionizing content marketing.
In the long run, you will find that the focus on creativity and innovation pays off. However, if you choose to stick to the “rules” book, you will find ordinary results at best.
If you’ve been ignoring these aspects, it’s time you started giving them some importance. They should be fundamental to your content marketing strategy.
Related: 10 Tips to Unleash Your Creativity at Work