Don’t let content marketing misunderstandings get in the way of your success in 2020. With just a subtle change in your mindset, you can turn long-standing erroneous beliefs into game-changing tactics in the new year.
Audience, not database
Nurturing an audience of dedicated followers eager to consume your content is different from having a database of names from marketing initiatives such as newsletter sign-ups. You can convert one to the other, but it will take a steady stream of added-value content to get there.
People who have signed up after a transaction, for example, will demand an experience that meets or even exceeds their initial expectations. Don’t worry, though, as content can do this and more when managed effectively. Working with an agency could be key to unlocking your potential in this area in 2020.
Content Marketing Institute’s Robert Rose adds: “As content practitioners, we are the ones responsible for delivering delightful customer experiences.
“It’s not just our ability to deliver a positive outcome for a customer that determines success, it’s also our ability to intensify the positive expectation of delight to follow.”
Classic, not timeless
Evergreen content is a major trend in content marketing at the moment, and many marketers believe that leaving out details that tie it to a particular year or moment in time is a good strategy to pursue. However, doing this does not necessarily mean that it will achieve its evergreen aims.
Instead of targeting timeless, try to create “classic content” that is of the highest quality and likely to be worthwhile in the long term. How do you make classic articles, blogs and videos? Partner with an agency and explore topics and keywords, deliver great stories, and create content that will force people to return to it down the line.
Measure because it matters
Keeping track of metrics is important, but measuring and managing data is pointless if it doesn’t benefit the business in some way. Analysing superfluous data can be a drag on time and resources and make it harder for you to hone in on metrics that can actually improve your decision-making. Only make measurable what actually matters in 2020.
