7 Ways To Achieve Content Marketing Breakthroughs, According To Experts

SReferralCandy PRESENTS WAYS TO ACHIEVE MARKETING BREAKTHROUGHS CONTENT ACCORDING TO EXPERTS Content marketing works. But getting it to work can be quite a slog. Arnie Kuenn from Content Marketing Institute interviewed 8 content marketing experts on the challenges content marketers frequently face, and how to overcome them. Here they are: CHALLENGE #1: "I DON'T REALLY KNOW WHAT I'M DOING HERE." NO COMMITMENT FALSE NO PLAN S EXPECTATIONS SOLUTION ESTABLISH YOUR GOAL(S). BUILD A PLAN. LEAD GENERATION? WHAT'S YOUR GOAL? BRAND BUILDING? FASHON TOPICS NOTES WHAT'S YOUR PLAN? IDENTIFY DESIRED AUDIENCE AND TOPICS THEY CARE ABOUT KNOW YOUR COMPETITION CONTENT 24 HAVE A CONTENT CALENDAR IDENTIFY RESOURCES YOU NEED NOTHING'S GONNA STOP ME! GO ALL IN AND JUST DO IT! THE TOP 5 MARKETING GOALS IN 2014: BRAND AWARENESS THOUGHT LEADERSHIP ENGAGEMENT GENERATION CUSTOMER ACQUISITION Source: http://www.iab.net/media/file/B2BResearch2014.pdf For most businesses, going all-in with content marketing is a journey. The number one challenge is reaching the 'maturity' stage in their journey to understand that they need to go all-in. If you're serious about content marketing (all-in), build the plan and just go do it! BERNIE BORGES CEO, FIND AND CONVERT CHALLENGE #2: "I GOT STARTED, BUT I DON'T SEE ANY RESULTS." DAY I DAY 2 GREAT, JUST PUBLISHED MY BLOGPOST! WAIT, WHY AREN'T THERE RESULTS YET? DAY 3 DAY 4 HEY, MY STATS STILL AREN'T IMPROVING! I KNEW IT! MY CONTENT MARKETING PLAN FAILED AGAIN! SOLUTION PLAN FOR THE LONG TERM. DOCUMENT YOUR GOALS SET ASIDE RESOURCES PLAN ESTABLISH PROCESSES GOALS PROCESSES- ASSIGN ROLES ROLES MEASURE DIFFERENT DEGREES OF RESPONSES RESPONSE REFINE PERPETUALLY OF MARKETERS 47% HAVE A • DOCUMENTED CONTENT STRATEGY Source: http://www.iab.net/media/file/B2BResearch2014.pdf Do you have the staying power? The world seems to have awoken to the idea that content marketing can improve your marketing RO1 and win business, but many sleep through the part about time. Going all-in begins with a plan that documents goals, establishes processes, assigns roles, and measures different degrees of response. You need to factor in good-sized chunks of time, prepare to invest substantial resources, and refine perpetually. BARRY FELDMAN OWNER, FELDMAN CREATIVE CHALLENGE #3: “MY CONTENT IS RANDOM AND UNCOORDINATED." 19 MY STUFF FOR PUBLISHING content le new content blogpost stuffz SOLUTION 3. WHOLEHEARTEDLY INVEST IN A CENTRALIZED CONTENT MARKETING TEAM. CENTRALIZED CONTENT MARKETING TEAM TOP MANAGEMENT GREAT JOB! Get beyond 'random acts of content, where every silo in the organization creates content at its own cadence and tone, and with no strategic purpose. It's often the case that a business will try content marketing in a limited way, see initial success, and then fail miserably when they try to scale it. The way through this challenge is by actually providing centralized content marketing the investment, resources, business processes, and power it needs to thrive. This can only be done when senior management, quite literally, buys in. It's one thing to say we're going all-in – and it's quite another to actually do it. ROBERT ROSE CHIEF STRATEGIST, CONTENT MARKETING INSTITUTE CHALLENGE #4: "I WORKED SO HARD FOR MY CONTENT BUT THE ROI DOESN'T MATCH UP!" EVERY PIECE OF CONTENT IS STILL PROUDLY HANDCRAFTED FROM SCRĄTCH. SOLUTION GET MORE BANG FOR THE BUCK FOR YOUR CONTENT. TO-DO: ROI OF CONTENT. COST OF CREATING, MANAGING, 86% DELIVERING CONTENT. OF HIGHLY EFFECTIVE ORGANIZATIONS HAVE SOMEONE IN CHARGE OF CONTENT STRATEGY Source: http://www.iab.net/media/ file/B2BResearch2014.pdr Most every organization today relies on outdated content production methods. Until we fix this, we'll not be able to make content work to maximum benefit. Think about content strategically, as a business asset worthy of being produced efficiently and effectively. SCOTT ABEL CONTENT MANAGEMENT STRATEGIST, THE CONTENT WRANGLER CHALLENGE #5: “MY CONTENT IS GREAT, BUT NOBODY CARES ABOUT IT!'" GREAT CONTENT NOT ENOUGH RESOURCES 2. 4. 3. INEFFECTIVE WEBSITE MARKETING POOR DISTRIBUTION SYSTEM SOLUTION 5 NAIL OTHER CRITICAL FACTORS AROUND CONTENT. PRODUCE CREATION GREAT VISUALS A DESIGN EDITORIAL DIRECTION CONTENT! TECHNOLOGY I. 2. COPY EDITING CONVERSION ч. 3. DISTRIBUTION CONTENT ABOUT OUR PRODUCTS EMAIL LISTS WEBSITE SIGN UP IN JUST ONE SIMPLE STEPI SIGN UPI ADS LANDING PAGES & PURCHASE PROCESS MUST BE EFFICIENT & EFFECTIVE! GUEST BLOGS ITUNES (PODCASTS) AMAZON (EBOOKS) SOCIAL MEDIA More than great content is needed. Specifically, marketers are so focused on the need for amazing content that they overlook critical factors. HEIDI COHEN ACTIONABLE MARKETING EXPERT, HEIDICOHEN.COM CHALLENGE #6: "I DID ALL THE THINGS AROUND CONTENT BUT PEOPLE STILL DON'T CARE." COMPETITOR MUCH VERY NICE CONTENTI GOOD SEE! WHAT ABOUT MY CONTENT.. NO IDEA WHAT HE'S SAYING, BUT IT'S LOUD, SÓ IT MUST BE GOOD, RIGHT? SOLUTION DEVELOP A GREAT CONTENT DELIVERY SYSTEM. MUCH. CONTENT.. PLEASE.? GREAT CONTENT! LOOK AT R GREAT LOOK HERE, LOOK HEREI CONTENTI wOW! AWESOME! SOCIAL MEDIA THE AVERAGE B2C MARKETER ENGAGES IN CONTENT PROMOTION ON O PLATFORMS You in 8 P Source: http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdt The biggest challenge for companies that fully embrace content marketing is often neglecting to understand how important content amplification really is. If you make it, they will not necessarily come. You need to create useful content that people actually want to consume - absolutely. But you also need a great system for making sure people know that content exists. It takes production and promotion to succeed with content. JAY BAER PRESIDENT, CONVINCE & CONVERT CHALLENGE #7: "I SIMPLY DON'T HAVE ENOUGH TIME OR RESOURCES FOR THIS!" SOLUTION OUTSOURCE. LEVERAGE. AUTOMATE. 3RD PARTY CONTENT CREATOR OUTSOURCE GREATI I CAN HELP! LEVERAGE IDEAS CONTENT TECHNOLOGY & SOFTWARE TWEETS SHARES AUTOMATE EMAIL SEO SOCIAL MEDIA LANDING PAGE BLOGGING RESULTS ROI 721 337. OURSOURCE AND OF LARGE ORGANIZATIONS, OF SMALL COMPANIES THEIR CONTENT CREATION. Source: http://www.iab.net/media/file/B2BResearch2014.pdf The biggest challenge I hear of is a lack of resources. Companies know they need to have a content marketing strategy but they don't have the time/knowledge to execute it. As someone who has been in this situation, external help is often your best bet. Even if you have a small budget, services like Contently can be extremely helpful. I used them for six months or so and it was an easy way to get content created. Contently CASIE GILLETTE DIRECTOR OF ONLINE MARKETING, KOMARKETING ASSOCIATES There are many ways to address not having the time to get content done. Outsourcing, leveraging, and automation are your friends when it comes to content! Content technology/intelligence tools like PAPERSHARE InboundWriter PaperShare, Inbound Writer, Kapost, OutBrain and Traplt... help you get Qkapost content done easier and quicker. A marketing automation tool like HubSpot will also bring efficiency to your Outbrain traplt content operation and, more importantly, help you measure it to ensure you Hubsppt get a solid ROI from your efforts. JON WUEBBEN CEO, CONTENT LAUNCH Great content is just one facet of a complete customer acquisition strategy! Visit ReferralCandy.com to learn what else you can do to earn more customers. CRAFTED BY S ReferralCandy Sources: http://contentmarketinginstitute.com/2014/05/go-all-in-content-marketing-experts/ http://contentmarketinginstitute.com/wp-content/uploads/2013/10/82C Research 2014-withlinks.pdf http://www.iab.net/media/file/B2BResearch2014.pdf OUTREACH SHARING