Tips to Get on Track
Organizations in many industries have realized the value of content marketing, but this form of marketing is still growing. As more marketers use content marketing, they are seeing better results, although the methods that drive the best results aren’t always easy to establish. Let’s take a look at the strategies the most successful campaigns have utilized.
1. Diversify Your Tactics
Your investment portfolio is probably a mixed bag of domestic and international stocks, both low and high risk in nature. This is most often the best approach to making your money work for itself. You can think of content marketing in much the same way: diversify your tactics and you’ll see more money at the end of the day.
The best marketing results average 15 tactics per campaign. If you’re using only 10 or fewer, you’re experiencing the least favorable results. Bump it up to 15 and see how you fare. Make sure you try infographics, as they are one of the top content marketing tools being used today.
Marketers are starting to figure it out. According to a report from the Content Marketing Institute, 38 percent used infographics last year, and 51 percent used them this year. Why the jump? Graphics do an excellent job at pulling the attention of the reader. Furthermore, graphics distribute information in a manner that is easy for the user to consume.
2. Make Somebody the “Point man” of the Campaign
The best campaigns have a leader, someone who manages the flow of the process and keeps everybody on the same page. The Content Marketing Institute points out that 73 percent of B2B organizations will put a person on point and give them the authority they need to keep the campaign on track. The numbers don’t lie: 86 percent of the best campaigns had a leader in charge compared to 46 percent of those with ineffective campaigns.
3. Don’t Forget About Social Media Channels
Social media channels are growing in popularity year by year. Last year, the best marketers were sending out content on an average of five channels. You should take a look at the demographics of your target market and consider focusing on some of these top social media platforms in your content marketing campaign:
- SlideShare
4. A Success Story: Crowe Horwath
One of the largest public accounting and consulting firms in the U.S., Crowe Horwath embarked on an ambitious content marketing campaign using nearly 50 different pieces of content targeting big-money financial institutions. Marketers utilized case studies, executive briefs, checklists, infographics, Q and A sessions and a video. Nearly 800 contacts were touched and the open rate was an astonishing 70 percent. The campaign paid off to the tune of around $250,000 in revenue.
What sets you apart from content marketers who are having more success? Do you want to take your content marketing to a higher level, but you’re not sure how to develop a strategy? Take the advice that successful organizations give to their colleagues and bring in a third party, professional marketer to assist you in putting together a content marketing campaign. Visit Jasmine Sandler’s Content Marketing section of her website and learn how she helps companies build and run content marketing strategies where success can be measured.
