Marketers with a mature approach to content not only have a documented strategy in place and an efficient pipeline for creation, but can also think outside the box in finding new ways to resonate with audiences. While you cannot become a content guru overnight, you can start thinking smarter about your output. Here are a few tips that competitors in your industry may have overlooked.
Format, format, format
Formats can transform the look and feel of your content marketing materials. If you have been stuck in a rut of guest posts, then it may be time to branch out. You could try creating an infographic with a mix of research and facts on a particular topic and an eye-catching design, or create an extensive “listicle”. A recent study found that B2B buyers are eager for more selling guides and insights. Consider how the needs of your audience can play into the formats you pick. It could give you a head start on the competition.
Try something different
Your content schedule can become monotonous if you stick rigidly to keywords and topics that you have covered extensively in the past. Thinking beyond the obvious and embracing new ideas and niches can give your campaigns a new lease of life. It is a good idea to do something creative at least once every three months. A willingness to, for example, look at new storytelling concepts could fire the imagination of your in-house or agency-managed content team. Try to be an idea factory, rather than merely a marketing or content factory.
Being spontaneous and creative is important, but you need a robust foundation and organised planning to make it work. Content Marketing Institute recommends a system where you apply resources from a number of areas within the business and develop a model capable of driving revenue from all of your content efforts. Getting all the ducks in a row and being able to execute a plan will empower everyone to be that much better in everything they do. It will also give you the freedom to pursue new and exciting ideas for content.