Content Marketing Institute (CMI) has urged brands to overhaul their blogging strategies in order to actively attract and engage with a target audience more effectively. CMI’s Jodi Harris revealed that 80 per cent of B2B marketers still use blogs, so delivering a successful campaign is vital to achieving key content objectives.
While forms of visual mobile content are the hot new outlet for brands in terms of content published across social platforms, high-quality written content remains a core component of the majority of content strategies – 52 per cent of B2B marketers in North America said that it was the most critical resource in 2017, while 74 per cent said the same in the UK.
However, Harris claims that a major problem is that brands are not publishing insightful, creative articles on a consistent schedule, which is leaving readers disappointed and making them think twice about returning. A lack of resources and a robust editorial infrastructure is often the cause, which is why a third party such as digital agency can transform a brand’s potential.
Harris also believes that it is becoming increasingly difficult to stand out from the crowd, and many blogs are not unique or distinct enough to give an audience a compelling reason to read them. Potential solutions for this include targeting a niche audience, crafting an editorial mission statement to set the right tone and establishing a more diverse and creative approach to content.
Another common problem that has been highlighted on several occasions by experts in recent months is that blogs often serve a brand’s needs rather than their audience’s. In order to get people involved in the conversation, brands need to deliver tangible value, including tips and knowledge that can help readers solve real-world problems.
One of the final issues noted by Harris is a content strategy that does not promote content or take advantage of “influencers” and sharing. Any blogs that have a limited reach or short shelf life are destined to have a negligible impact on positive customer action, so brands should attempt to hone content curation techniques, use sharing buttons and calls to action and spread the word by publishing across social platforms and email.