Consumers want more relevant and authentic blogs and articles more than ever before, so there has never been a better time to up the ante with original content creation. Whether you are working in-house or with an agency, focus on both quality and quantity in 2019. Unique insights are also important as audiences want to be engaged and educated. If you have been repeating topics or keywords, try to shake things up in the New Year.
No more clickbait
Clickbait is the antithesis of the trusted, authentic content that consumers crave. In an era when fake news is so prevalent, using clickbait titles and other forms of outlandish prose merely to attract attention is a sure-fire way to risk the integrity of your brand and its perception. Google is also updating its search algorithms on a regular basis to ensure that readers always get the best-quality content. A recent study by Rank Ranger found that websites with clickbait copy have seen a notable drop-off invisibility in SERPs in recent months, so always focus on grounded and original content.
Consumers love engaging stories, whether they are contained to a single article or are told over a series of blogs, videos and infographics. Marketers now have a vast number of platforms, mediums and formats to deliver messages, so make use of them. You could create a 1,000-word editorial article, for example, and then use video snippets and other bitesize formats to build stories on social media. Be creative and try to meet the needs of different subsets of your target audience.
Document your strategy
Almost two-thirds of B2B marketers now have a documented content strategy, according to CMS Wire research. It is important to have the basic fundamentals in place. A desire to invest in new tech or produce more articles can be undermined by poor planning. Defining your strategy will put everyone on the same page, improve efficiency across the pipeline, and give you a better chance of achieving success. The best-performing marketers have a mature approach to marketing. Don’t get left behind in 2019.