6 Best Practices for Accelerating Content Marketing Results

Guide

Assign a job to every piece of content

Tip #1

Content marketing is a powerful way to gain customer trust and accelerate their decision making process. But for a content piece to be effective, it must have a clear goal and its contents must address those goals directly. Avoid time wasted on content that doesn't support your business goals by employing a content calendar framework that outlines the business goals of every content asset.

Engage your customer-facing teams in the ideation process

Tip #2

The best content ideas are rarely created in silos. Effective content teams maintain a tight alignment with their organizational leaders. Establish an editorial council that includes sales, product and customer success leaders to discuss company initiatives, launches and goals. This way, you always have the latest company insights and can ensure your content will be useful in moving the needle for those who are on the frontline with the customer.

Leverage metadata to align content to your customer's needs

Tip #3

Before you make your content assignments, layer metadata with your frontline insights. While your editorial council provides insights on what your current and prospective clients say, external data points like SEO and hashtag trends, industry news, and content performance data offer valuable insights into what your audience is looking for, how they are thinking about it, and how they are consuming information to make a decision - giving you powerful data to prioritize production, plan distribution and optimize the experience.

Reduce, repurpose, recycle

Tip #4

When budgets tighten and we're asked to do more with less, a content engine that is strategically built to distribute multiple assets from one body of work can be the most powerful weapon in your marketing arsenal. Often times content teams become too focused on producing new content over and over again. When done right, one long- form asset (think: blogs, webinars, podcasts, etc.) can be repurposed into short-form 3-5 assets or more, that appeal to customers on different platforms, and at different points in the journey. This requires much less effort from writing teams and gives the customer more ways to interact with your brand, in ways that work best for them (a win-win!).

Embrace technology tools

Tip #5

It's no secret that the amount of tech available to content marketers has exploded recently. From AI to automation software, learning and embracing these tools can help accelerate your production and provide valuable insights around audience consumption. Start by auditing your current tech stack and identify the gaps in where technology can help you with production, distribution or both.

Let your audience guide your focus

Tip #6

Your content performance data is a powerful tool to help you get more efficient and effective over time. Monitoring and reporting on what content and channels resulted in the best engagement with your target audience is one of the best ways to ideate and prioritize what gets produced next. Set a regular cadence to review performance results with production and frontline teams to focus your content plans on assets that you know will work.

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