The start of a new year is a great time to look at your content marketing and identify new opportunities. Whether you’re a content marketing veteran, or just starting out, it’s important to always consider new ways to refine your content and lift your results. In this article, I list five content marketing best practices to consider for 2020.
1. Diversify your channels
If you limit your content to a single channel, then you are limiting the number of people that you can reach with that content. No matter how good the results you are getting from a single channel might be, diversifying the channels you use will extend your reach and raise the profile of your brand.
2. Offer value with your content
The heart of content marketing is offering valuable content to your audience. Whether the content you are producing is in the form of blog posts, infographics, videos or beyond, it should always be content that is of value to your customers. While it is tempting to create content that sings the praises of your company and your achievements, your customers will simply not be interested. Instead, focus on the questions and issues that your customers have, and work to address those in your content in a way that shows the solutions your company provides.
3. Communicate with your customers
One of the great advantages of digital and content marketing is that the communication doesn’t have to be a monologue. Rather than constantly talking at your customers, content marketing can let you talk with them. Digital platforms have a range of built-in ways to communicate with your customers, to ask them questions, poll their opinions, and open a dialogue. This helps to show your customers that you care about them and their opinions… and it also lets you learn what your customers are thinking about your products, helping you tailor content to address their needs and concerns.
4. Pull back the curtain
I said above that customers aren’t interested in your company’s achievements… but that doesn’t mean they’re not interested in your company. A behind-the-scenes look at what you do can be an interesting and effective source of content, letting customers see how your company functions and how it goes about providing the services they use. If you have staff members that are passionate about what you provide, let them share their opinions. This is a great way to build trust and show your customers what they can expect from what you offer.
5. Vary content formats
Try not to limit yourself to a single method of communicating with your customers – every customer is different and will find different methods of communication appealing. Consider using video, graphics, podcasts, slideshows, long form blog posts and short updates. Don’t be afraid to repurpose content – take the key points from a blog post and use them to build a video or infographic that you can share across different platforms.
Do you have any resolutions for 2020’s marketing? Be sure to let us know in the comments! If you want to start your marketing in 2020 the right way, John Rowbottom Design and Marketing can help. Visit us at jrdm.com.au and talk to us today.