There’s no doubt that content marketing is a critically important differentiator for businesses. The industry is experiencing explosive growth, and top content marketing agencies are busier than ever.
Yet many organizations remain dissatisfied with the results their strategies are generating. They watch competitors gain traction, yet can’t replicate their success.
Other agencies find initial success, but have difficulty creating a sustainable pipeline of fresh, interesting content. And that’s understandable — the ideation and execution processes aren’t easy, and most content marketing plans require a continuous stream of new material. That’s a stiff — and time sensitive — challenge.
Fortunately, jumpstarting a tired or ineffective content process doesn’t typically require a massive overhaul. In many cases, a few relatively minor tweaks can dramatically improve the reach and engagement of your content.
With that in mind, let’s take a closer look at a few tactics businesses can use to significantly improve results.
1.Explore new content mediums
Content diversity is an important part of an overall content marketing agencies strategy. This doesn’t merely apply to idea generation, however; it’s also important to offer audiences a variety of different mediums through which to consume content.
Incorporating more videos, infographics, scripted animations, etc. can help break up monotony and engage audiences on a deeper level. You don’t need to be Steven Spielberg or a design wizard to get started, either. Something as simple as a “behind the scenes” video featuring members of your organization can help audiences connect with you and build a stronger bond.
2.Audit existing SEO practices
The best practices in the Search Engine Optimization (SEO) realm change at a dizzying rate. It’s imperative to stay current, however, as SEO is absolutely critical to any distribution strategy. If you develop the most interesting content in the industry — but nobody sees it — what have you really accomplished?
In order to ensure that your content is widely accessible, it’s a smart idea to audit your SEO practices on a rolling basis. While most companies can do simple keyword research and content optimization, it’s necessary to partner with a digital agency with specialized skill and expertise in order to get the most out of your SEO efforts.
3.Target niche audiences
Taking an overly broad approach is one of the single biggest mistakes businesses make when it comes to content strategy. When you try to speak to everyone, you often end up speaking to no one. Your content simply isn’t relevant enough to engage and sustain interest.
Smart content marketing agencies understand the value of niche audiences. They tend to be highly engaged and motivated, always searching for new and relevant content that falls within their niche. Find out where these audiences live online, create interesting content that’s optimized for their interest — and you’ll be amazed by the reception.
4.Take a more data-driven approach
At this point, we’re all aware of the value of data — many of today’s most valuable companies are dedicated to collecting, analyzing, and selling out information. Surprisingly, however, many small to mid-sized businesses fail to adequately leverage data in their content marketing strategies.
Evaluating key performance indicators (such as traffic, conversions, engagement rates, etc.) can help you understand the strengths and weaknesses of your approach. To maximize the value of a data-driven approach, however, you may need to expand beyond basic indicators by partnering with a top audience segmentation expert — one that specializes in data-driven audience analysis.
At BIGEYE, we love helping brands create exciting new content marketing strategies that drive real world results. For more information about how we can help improve your content marketing efforts, please contact us today.
Back to Thinking