Content Marketing Institute’s annual Content Marketing World event took place last week and those present offered a litany of tips and tactics for brands looking to master the content landscape.
Social media has limits
CMI’s founder Joe Pulizzi believes that social media should no longer be the be-all and end-all for content distribution as privacy issues and difficulties engaging with audiences continue to reduce its usability and effectiveness.
Brands should instead aim to strengthen their own corporate hubs and drive traffic to a blog. Having complete control over the environment is becoming more important in a world where news feed algorithms can limit the impact of even the best videos and articles.
Content marketing also has limits
The way that people consume content has evolved during the last decade, with many now demanding fast, intuitive digital experiences. The growing range of tools has also blurred the boundaries between content mediums and platforms.
However, content marketing is still based around blog and video content and does not extend to creative projects such as event signage and brochures. Experts believe that focusing on the core tenets of content marketing and setting boundaries will enable teams to function properly and flourish.
Shortcuts can kill campaigns
It can be tempting to take shortcuts to cut through the noise on the web and get your content seen, but the growing amount of content being posted (2 million articles every day) means that there has never been a more appropriate time for brands to take greater care in what they do.
Experts recommend thinking long term and moving away from short-term decisions such as using black hat SEO tactics or making use of competitor keywords to get ahead. Creating a documented plan can lay the groundwork for better content decisions. A plan should cover where you want to be and how you will get there in three months, six months and a year from now.
Tell the right story
The art of storytelling has been a major trend during the last 12 months, but speakers at Content Marketing World said that many brands are still doing it wrong. These stories should not be about your business, but about the customer. You should know your audience, address pain points with valuable content, respect their time, and listen to their feedback.