What Content Marketers Could Be Doing Better
While content marketing is one of the hottest topics in marketing today, there are still a lot of marketers just ramping up programs or working to find the resources to execute one. For the second year in a row, digital marketing company IMN polled marketers across multiple industries to learn more about the current state of content marketing programs and ways in which improvements can be made.
The survey found that while 78 percent of respondents are somewhat or very familiar with content marketing and nearly half (49 percent) had a formal content marketing strategy in place, numerous opportunities remain for marketers to improve their programs and their effectiveness. Based on the survey, the following are four best practices for marketers as they strive to run effective content marketing programs.
1. Put channel-specific strategies in place. Channel-specific strategies should be put in place to ensure that created content is appropriate for the audience and in the appropriate format for each channel. For instance, content developed for a blog post will differ greatly from a Twitter post. According to the survey, only 22 percent of respondents had a separate content marketing strategy in place for each channel. Taking this one-size-fits-all approach can cause content to be overlooked or ignored.
To avoid this, marketers should build a specific strategy for each channel, including social media, their own website, email blasts and newsletters (the most effective channels to distribute content through, according to survey respondents).
2. Don't do a subpar job because of restricted resources. If you're going to put a content marketing program in place, make sure that you have the resources to support it. More than one-third of respondents (35 percent) cited internal resource constraints as the primary challenge in implementing a content marketing strategy. While content marketing was a medium or high priority for 90 percent of respondents, for nearly half of respondents it represented less than 10 percent of their marketing budget.