Chelsey Church

Advertising, marketing and PR have been around for decades. Today, while those terms are still very relevant, there’s a fairly new concept added to the bunch: content marketing.

Brands that want to reach their target audiences and achieve other goals should utilize digital channels via content marketing, whether it’s through social media management, blog content generation or another useful asset achieved under its umbrella.

This is especially useful around this time of year, when brands should be cognizant of their current strategy and how content marketing can help reach end-of-year goals and set expectations for 2020.

In this edition of Content Marketing Weekly, we’ll take a look at some of the latest industry news that’s motivating more brands to make use of content marketing or improve their current strategies and workflows:

5 Content Marketing Goals Every Brand Should Have

Content marketing can be complex, but it shouldn’t be impossible to navigate. According to a survey by the Content Marketing Institute, 31% of respondents reported that their organization does a fair or poor job of aligning metrics with content marketing goals.

When you don’t understand how to measure said metrics, goals are less attainable and the entire purpose goes out the window. To ensure a seamless process, Smarter CX recommended the following:

  • Improve site structure for optimal performance. Enhance the digital experience for your website visitors so they stick around and engage.
  • Increase brand awareness. Check your social metrics to get insight on whether your brand has authority and is considered trustworthy.
  • Ensure customer engagement. Measure email growth and content shares, and personalize campaigns in email and social media.

Check out the article in its entirety here.

3 Key Strategies to Supporting a Solid Content Marketing System

Content marketing is constantly evolving. And while the strategy you had two years ago garnered serious success, it may be holding you back today. In a recent blog by Business 2 Community, the following tips can be used to revamp your current strategy and ensure you have a system that can withstand the test of time.

  1. Build an in-depth content marketing system. Determine what your general plan of action is among your content creators, managers and strategists. B2C recommends the system be broken down into three parts: research, content and promotion.
  2. Create and maintain a strong website. Make sure your website isn’t only appealing, but that it’s also refreshed with new content regularly and is optimized for different devices.
  3. Always distribute evergreen content. Content that is always relevant, rather than following a timely theme, can last on your website for years. This, in turn, can get you hundreds of views and turn you into an industry leader over time.

Remember: A strategy adjustment isn’t going to flip the script overnight; it needs time to flourish and prove successful. Keep this in mind as you implement changes in the near future.

Read more of the B2C blog here.

The Party Perspective on Content Marketing

In a recent CMS Wire article by Margaret Molloy, the global CMO and head of business development for a brand experience agency, successful content marketers were compared to conversationalists who listen and engage with their audience – and also get invited to parties.

Similarly, great content is the type of guest who is always invited to the party (or inbox and social media feed, if you will.) But how do you ensure this content is the friend who is a must on the guest list and always gets invited back to future events?

It’s all about developing high impact content, as Molloy described.

“High impact content exists at the intersection of business development goals, client interests and information gaps,” Molloy wrote. “Content marketing is about creating materials and programs that are useful to customers, tell valuable stories and position your organization as an expert in your field.”

What makes up a high impact content strategy? According to Molloy, it’s all about:

  • Reflecting the brand’s voice and positioning.
  • Establishing your unique point of view.
  • Repurposing content over time.
  • Creating a concise call to action for all content so readers are reminded of the brand.

Read the article in its entirety here.

No matter your current strategy or workflow, this time of year is great for reevaluating your processes, looking back on your achievements, learning from mistakes and deciding what’s worth changing.

Thanks for checking out this edition of CM Weekly! Check back next time for more industry news and highlights.