Content Marketing Round-up — Trust & Failure Edition
Feb 12, 2015
To be able to enact a content marketing strategy that continuously wins with your audience, you need to always be up-to-date on industry trends. Here are four must-read articles that will help you step up your content marketing efforts and more effectively reach your audience:
7 Ways to Score with Content Marketing – Your content marketing strategy is comparable to playing in the Super Bowl…sort of. Read through these sports-related tips to score with your content so that you can make a big impact on the crowd.
Our take: John Kaplan, Associate Creative Director at Centerline, would add another to this list – Watch Game Film. “Even with a masterful game plan for your content marketing strategy, regularly reviewing its performance is crucial for continual improvement. Adjusting your tactics and analyzing the opposition can go a long way in spotting gaps and making continual adjustments.”
The Best Days and Times to Post Content – There’s a good chance that the time you post content isn’t necessarily the most effective time. Based on data from a research series that tracked thousands of brands’ efforts, this article and infographic will help you figure out when to best reach your audience.
Our take: Laura Chang, Social Media & Community Specialist, notes, “These are great guidelines to follow when posting content but not something to become attached to. ‘Best practices’ sometimes are so generalized, making brands feel stiff and rigid when social media is not meant to be that way. Every industry and audience is different, so I don’t think it’s right to say that these are the BEST days and times.
By setting these kinds of expectations on what days and times are most popular and most effective, that takes away from the effectiveness of those times. Most companies that read this article will start sending out posts during those times – and that just creates more noise that each company has to cut through.”
3 Great Choices for a Winning Content-Marketing Strategy – When it comes to your content marketing strategy, are you focused on the right things? For example, are you putting your efforts into providing customers value or simply selling? Here are three choices to consider for the most effective content marketing strategy.
Our take: Kate Williamson, Executive Strategy Director, adds a fourth strategy – Long-term trust over short-term gains. “In order to deliver ROI, marketers should focus on creating long-term trust with customers rather than winning short-term monetary gains.
The advice these three strategies offer:
1) focus on engagement rather than selling
2) build meaningful relationships and
3) share content of value—all build toward the idea that attaining tangible business results relies on a customer-centric approach to marketing.
In other words, put your customer’s bottom line over your own, because customer experience IS the bottom line. Putting customers first isn’t simply feel-good ideology. It’s also a recipe for competitive advantage, brand preference and revenue.”
What Is Innovation in Content Marketing? 4 Steps to Finding the Answer – How will your content marketing efforts innovate this year? Find greater success in just four “easy” steps – three of which involve failing. Read how continuous failure can ultimately help you succeed.
Our take: Shawn Gillen, Executive Creative Director, agrees, adding, “Content approaches must evolve to continually connect to audiences. Let’s face it, with short attention spans and the ability to completely control what takes up their time, innovation is survival. Today, networks may be willing to sign up any idea that is based on reality TV. Why? Because the formula is proven, but how many doubters were there when The Real World was launched on MTV? Innovation can be daunting and, as Caitlin Roberson points out, so is the fact that failure is part of the equation.
Our responsibility is to share and talk to those fears with our clients. Clients won’t buy if they don’t perceive value in what you’re selling. Helping them get it creates that level of value. Information about how your approach is grounded in a connection to how audiences actually think, and information to have your client trust in the approach.”
Keep up with current trends here
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