3 Aha Moments to Improve Your Content Marketing in 2018

By Michele Linn


When you have been in any industry for awhile, it’s easy to feel a bit burnt out on the topic.

As the former head of editorial at CMI I’ve read thousands of articles, written hundreds of posts, and had countless conversations about content marketing. Still, I continue to have aha moments that impact how I approach content marketing.

This article is a potluck of my top lightbulb ideas in 2017 that I hope will help you evolve your content marketing programs in 2018. I’d also love to hear your favorite new ideas that will shape your plans in the coming year.

Quantity should trump quality (sometimes)

“How often should I publish?”

Marketers (including one of my clients just a week ago) frequently ponder this question.

I usually answer with the non-definitive, “It depends,” and throw in a dash of, “We all know how important quality is in the age of so much noise.” And then I point to our research showing that 75% of the most successful B2B marketers always or frequently deliver content consistently compared to 59% of the overall sample.

75% of most successful B2B marketers always/frequently deliver content consistently via @cmicontent.
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In short, create quality content consistently.

I was thrilled to read a recent article from Steve Rayson on {Grow}: New Research Answers: Is Content Marketing Sustainable?

While I suggest you read the full article, the summary is this: Steve looks at a wealth of data from BuzzSumo and hypothesizes, quite correctly, I believe, that marketers should look at how mature a content topic is when deciding how often to publish on that topic.

For instance, when the number of average shares per post is declining – as you see in the chart about content marketing – your “content market” could be saturated. When this occurs, it is – …read more

Source:: content marketing

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