They say more than half of all New Year’s resolutions fail, but that’s likely due to people setting unrealistic goals. If you want to lose weight or drink less in the coming year, you’re facing a myriad of deeply rooted psychological obstacles. Good luck with that.
If you’ve resolved to build stronger relationships with your customers, however, and do a better job of driving desired action out there in the marketplace, then 2019 may be your year to become the content marketer you’ve always wanted to be.
There’s a reason Seth Godin calls content marketing “the only marketing left.” It’s authentic, useful, and perfectly suited for a complex B2B environment where sales cycles are long and based on an in-depth exchange of information.
So eat, drink, and be merry this holiday season, but when the you get back in the office next year, here are 4 easy-to-implement resolutions that can transform you from a content zero into a content HERO.
(Or … you could just ask our Charlotte branding agency to help you plan and execute a game-changing content marketing strategy.)
1. Make a Content Marketing Plan
In 2019, you must have a content marketing plan that helps you align your content to your business goals. The trick is to find that sweet spot where you can ideate, create, and publish content that delivers value to your target audience in a personal and meaningful way.
The days of lazy marketers throwing social content spaghetti at the virtual walls of Facebook, LinkedIn, Instagram and Twitter are over and done. They will not win the Content War in 2019, period.
2. Create Original, Relevant Content
Did you know that 78% of consumers say that personally relevant content increases their purchase intent?
To that end, your content needs to be original and engaging. Consumers and decision makers are getting smart at avoiding clickbait, and they’re seeking real content that can help solve their problems quickly and easily. They want you to earn their trust.
As humans, one of our greatest assets is time. So make sure you respect the timeline and mindshare of your readers, viewers, and listeners, and they’ll reward you with organic reach and amplification of your brand as they share your amazing content with their friends and colleagues.
3. Experiment with Shorter “Bite-Sized” Formats
If you haven’t already started using video in your marketing, 2019 is the time to start. Same goes for podcasts, webinars, infographics, and gamification.
The secret to future content marketing success is predicated on having the guts to try new formats and mediums, but also be willing to ditch them fast if they are not working.
If you’ve been doing mostly long-form content, it could be beneficial to test out shorter, bite-size formats, like stories on Instagram and Facebook. If you’ve primarily focused on short format video and content, try testing longer form content that can rank well in search, increase traffic, and offer SEO benefits.
4. Become a Brand Storyteller
When we meet someone in real life, we ask questions to get to know them better. We listen to their anecdotes, ideas, opinions, and beliefs.
We try to unearth their story, and to tell our own (or some of it, at least). The end goal is to connect. To find a kindred spirit with some similar likes, dislikes, and convictions for friendship, or romance, or some combination of both.
In business, the rules don’t really change. Telling your story is a critical part of building your brand. It helps to shape how people view you and enables consumers to begin forging a connection with you and your company. Do it right, and you’ll put building blocks in place that allow you to develop a thriving brand with an equally thriving future, one that people buy from simply because they love what you do, what you stand for, and the stories you share.