It’s a thought that crosses everyone’s mind now and again: “is content marketing dead?” It’s not hard to see why that’s the general consensus for businesses and marketers. Influencers have swiftly taken over the landscape. What does content marketing really mean anyway? If you don’t see any results, it must not be working, right?
A few nuggets of truth lie within these questions. Influencers have indeed picked up steam and it’s certainly more fashionable in some cases to work with them. If you don’t see any benefits from your content marketing, something’s gotta give. But, no results doesn’t mean it’s not working. It just means that it’s time to make some changes to your content marketing system.
What is Content Marketing?
The main point of content marketing is to strategically create valuable content and share it across a multitude of platforms in the hopes of retaining customers.
A big reason why content marketing appears lifeless is that no one really knows what it is anymore. It’s often used as an umbrella term without any serious direction or know-how. Another large issue is that people haven’t adapted their marketing efforts to keep up with the changing industry.
Is Content Marketing Dead?
Quite the contrary. It’s still alive and well. Okay, maybe not “well,” but it’s certainly alive. The old ways of doing content marketing are dead, but not the practice itself.
It’s not enough to simply toss your content up on a blog and wait for followers. You need to make yourself known with a killer marketing strategy. You also need to adapt your business model to the whims of the industry. This means working with influencers, optimizing your content for the customer, and trying to land conversions.
On the whole, content marketing is changing, but it’s not dead. We’re not the only ones who think so, either. Wordstream published a few key statistics on why content marketing works and just how many businesses implement it. Here are some highlights:
- How much businesses save with content marketing over traditional methods 62% 62%
- The amount of customers who relied on white papers before making a purchase in the last year 78% 78%
- How much blog traffic comes in from compounded blog posts 38% 38%
What to Keep in Mind
When approaching your content marketing strategy, it’s important to keep a few things in mind:
- Clickbait is out. No one ever really liked clickbait to begin with. That’s even truer now that social media platforms and Google have cracked down on fake news and overtly clickbait-y material. Customers appreciate value. Give them consistently good work and they’ll respect your company a lot more.
- Competition is heavy. It’s not news that there’s a lot of competition out there. It doesn’t help that an influx of content congests the market. That’s part of the reason content marketing is so hard. Your stuff needs to be top-notch, unique, and stand out in the crowd.
- Content on its own isn’t enough. As we mentioned, what may have worked back in the day doesn’t cut it anymore. It’s not enough to publish a great piece and hope people flock to your site. You need to get out there and market your brand. Content is merely the first piece of the puzzle.
How to Upgrade Your Content Marketing
A telltale sign of poor marketing is a lack of results. Content marketing should drive site views and purchases. If it’s not doing either, you need to reevaluate. Below are a few steps you can take to better your efforts and stay on track with the rest of your competition.
Focus on What Works for Your Brand
Thousands of advice blogs out there point you in different directions. It’s hard to sift through the noise and figure out what works for you. But, the most important thing to keep in mind is that you don’t need to try something simply because an “expert” said you should. It’s all about what works for you and your brand, not what someone said should work.
Create Valuable Content
It’s reassuring to convince ourselves that our content is high-quality. But, it doesn’t matter what we think. It matters what our clients think. If site visitors don’t spend more than a few seconds on your website, it’s not doing what it should.
Your content needs to surpass the competition. It’s a tall order. Don’t let the mission intimidate you; do your research and build content ten times better than the other guys. While you’re building content, keep customers in mind. Structure your content around them. What do they want to see? What are their pain points?
Additionally, you can work your content around different platforms. For example, when someone clicks to your site from Google, they want an in-depth revelation into who you are and what you do. However, when you post on social media, keep things light and quick. People on social media don’t want to digest paragraphs of information.
Consider Strategic Partnerships
It’s true what people say nowadays: influencers have a dog in the marketing fight. If you partner with one of them to promote your brand, you could very well experience an influx of viewership and buyers. Plus, influencers have a significant audience of their own. So, their viewers are more inclined to believe them over random advertisements/marketing from you.
Naturally, this isn’t the only partnership you can arrange. Plenty of hungry businesses look for similar opportunities, so it’s a good idea to look at your options there. Business partnerships can yield more website traffic, a higher volume of customers, and better domain authority.
Before you ask yourself, “is content marketing dead?” ask instead if your content marketing could use a facelift. There are plenty of things you can do to improve your marketing efforts. It all boils down to what works for you and your audience.
Of course, you could always turn to the professionals. Not everyone has the time to juggle content marketing with a jam-packed schedule. Our team of dedicated content marketers can help you build a tailored ecosystem that works best for your company. Content marketing is still around, albeit in a different way. We can bring your strategy back to life.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.