If you weren’t faced with the following three challenges in 2014, it is likely that you will be in 2015. These three challenges are largely why this publication – a destination for solutions to content visibility problems – exists. While there is no silver bullet, there are emerging best practices – some of which are outlined below.
1. Lack of time
We all know this problem, as marketers already work long hours on a never ending list of projects and in most cases use dozens of technologies on a daily basis. We don’t have time to properly do anything new, but we have to and are expected to. Here are some ideas to make the most of every minute in your work day:
- Invest in automation. Start by investing in technology that will actually make your job easier, but make sure to do your due diligence. No technology vendor will tell you his product is complex to implement and use. Make sure to do your research. Ask for references and ask those references the specific questions that matter to you, such as:
- How easy it is to add the new tool to your existing workflow?
- How long did the implementation take?
- How does ongoing maintenance work?
- Invest in content strategy. By having a coherent content strategy backed by an editorial calendar, you can make sure that every effort you put into a new content piece will be maximized. For example, you can work smarter – not harder – by planning to repurpose a series of blog posts into an ebook, while also optimizing for a new search term that is of importance for your business. Getting more mileage out of less content frees up your time to concentrate on other things.
- Select your project carefully. Make sure you don’t go in over your head with projects and goals. Always leave some availability for unplanned projects or opportunities that come up, such as a local event or testing a new automation solution.
2. Distributing Content
According to research by Altimeter, and quoted on Forbes, only 26 percent of marketers invest in content distribution. Here are some places to consider amplifying your content via corporate accounts:
- Twitter – Broadcast new blog posts, videos, infographics and ebooks with a link and brief description. A few things to note:
- Use hashtags to increase discoverability. If there are several applicable hashtags, try repeating the tweet across several days with a different hashtag.
- If your employees have accounts ask them to consider sharing the content, too.
- LinkedIn is very expensive – the cost per click is about $4 to $10 – so make sure you use its excellent targeting features to reach only the most relevant audience.
- Sign up to LinkedIn groups that focus on a relevant topic, since these groups allow sharing of content between group members.
- You can also send messages and connect to group members via LinkedIn groups, which is another way to increase your circle of distribution.
- Facebook: Most are aware of decreasing organic reach at Facebook, but the biggest social network offers great targeting features for paid content distribution.
- Quora: Quora is a popular Q&A website. You can join and look for relevant discussions for your audience or industry and post responses that include links to your relevant content.
- Contributed articles: Depending on your audience and industry, look into policies regarding contributed content at popular publications and blogs. Note that such contributed articles typically provide real industry value and may not accept purely promotional content. Some examples of high profile websites that accept contributed content include Reddit.com, GrowthHackers.com, and Inbound.org.
- Industry bloggers: Look for popular bloggers in your industry and approach them with opportunities to syndicate your blog posts or industry articles. Bloggers, just like marketers, sometimes struggle to create quality content on a regular basis and might welcome the idea of ready-to-publish articles arriving in their inbox.
3. Making Content Discoverable
Practicing content marketing means you now have more marketing content than you can fit on a typical web page. This means that when prospects are doing their online research on your website, you can’t guarantee that they benefit from all of your mountain of content. And with attention spans diminishing, you can’t really trust your audience to spend the time and effort to get to all your content. You need to make your content come to your anonymous audience until you can capture them as a lead. Here are some ways to do that:
- Use dynamic content recommendations. With the right predictive tools and profiling techniques such as behavioral or crowd behavior analytics, you can offer them the most relevant content items for each prospect and their individual buyer journey. Just make sure to consider a dynamic solution that caters to the individual visitors and not to segments. Per #1 above, go for solutions that are automated and low maintenance.
- Remove ineffective content as a way to help your audience focus on the latest and most effective content. Even if you have a busy Resources section, having its focus on your best content will help your audience navigate more easily.
- Consider using content hubs from vendors such as Uberflip as a way to make your content more appealing and to get more results from your content.
You are not alone in your struggle to find the time to create, distribute and optimize content. Test and tweak the ideas above to help you find the right mix of automation and creativity for your own organization in 2015.
For a real life example of how BrightInfo helped a customer optimize engagement and conversion from existing website and traffic without any change or effort, read “FortyCloud increases online leads by 76% in minutes with BrightInfo for WordPress”