The holiday season has come and gone, and with the new year well underway and spring on the horizon, now is a great time to take stock of your recent content marketing performance and reflect on what you can do better during the coming months.
Content for all seasons
The good news for brands looking to leverage marketing in 2020 is that articles and blogs can engage and resonate with audiences year-round. Content is an excellent medium for connecting with audiences, and when you come up with new ideas, there is always a format that can tell stories, push thought leadership and present facts in a relatable way.
A few formats you could use this year to educate and entertain while driving traffic, sales, shares and conversations include:
- SEO-optimised articles
- Editorial-grade blog posts
- Industry-tailored daily news
- High-quality outreach content
- Expertly designed infographics
While the holiday season may make content campaigns a little easier as there is always a defined theme to latch onto, you can tap into current events, news and popular culture throughout the year to target and reach new customers and clients.
Conduct an audit
Conducting an audit in late January is a good idea as it will provide you with a platform to work from during the remainder of the year. To do this, first write down the goals you want to accomplish in 2020 and then move on to categorising and reviewing your content based on its name, format, targeted audience and keywords.
From here, you will be able to see what content is performing and underperforming and what pieces are driving the best results and ROI. You can then identify any content gaps. Is there anything missing that should be there to support higher-quality campaigns, and what can be updated? Make sure to delete anything that is superfluous and unlikely to drive any meaningful action.
Now, you move forward and align your content output for the year ahead with the goals listed earlier. Remember, working with an agency will help you to create the content you need to increase the visibility and authority of your brand.