Content Marketing

By now, we all know that content marketing needs to be strategic and focused to be effective; it’s not enough to simply push ad hoc content into the world and hope it works.

Over the last six years – I’ve seen some of the best and worst content marketing programs and plenty in between. And it’s long fascinated me what it is that differentiates the two.

I am a big fan of ‘Think with Google’, the Insight and Research website, and I subscribe to its weekly newsletter. One of its weekly emails really caught my attention and made me pause.

It takes discipline for writers and editors to constantly tailor their prose to the reader’s needs. It’s far too easy to slip into a style they enjoy writing, rather than the language their audience wants to consume.

Content marketing is constantly evolving – it’s more engaging, creative and captivating than ever before, and writers are continuously finding new ways to honour their craft.

The digital marketing landscape is constantly changing, so keeping up with best practices across various platforms, tactics and strategies can be difficult.

What do today’s B2B customers want? Research reveals that 88% of B2B marketers have used content marketing to reach their target audience this year, but only 30% rate their efforts as effective.

Snapchat, Facebook Live, Periscope. The live video revolution is here. If you haven’t already embraced the trend, it’s time to catch up.

The world has shifted some. You know the story – the digital revolution bought new channels such as web, social, smart TVs, podcasts and email, and access to these channels is so widespread on powerful devices and computers with lightning-fast internet that we are ‘always on’.

Content marketing is appealing to any organisation that needs to communicate with large numbers of people. It gives marketing managers and internal communications specialists the means to address target audiences in their preferred channels with material that appeals to their needs, interests and aspirations.