Is Your Content Marketing Pants? Not Anymore With These Top 10 Tips

Is Your Content Marketing Pants? Not Anymore With These Top 10 Tips
SHARE
THIS



In this opinion piece, Jacqueline Burns (pictured below), head of the B2B marketing agency Market Expertise, argues a lot of businesses get their content marketing wrong because they basically don’t know what it is in the first place…

A newly appointed CMO recently asked for my opinion about his firm’s content marketing. He was surprised when I questioned whether his new employer understands the meaning of the term.

Jacqueline-Burns-128x128

Content Marketing. It’s one of the most over-used buzzwords yet the marketing dictionary, published by Oxford University Press, did not even reference the term until its fourth edition, released in 2016.

Professional services firms have long understood the value of thought leadership. However, a common misconception is that thought leadership and content marketing are one and the same.

They’re not.

Thought leadership is about demonstrating superior expertise, being a subject matter expert, owning an issue, displaying both historic knowledge and futuristic thinking. It’s one type (arguably, the most valuable type) of content marketing. Being perceived to be a thought leader builds brand, reputation, credibility and trust.

In contrast, content marketing is all about driving sales.

The central premise of content marketing is that by giving something of value, you will receive something of value in return. To quote branded content expert James O’Brien, “Instead of being the commercial, be the show. Instead of being the banner ad, be the feature story.”

Content marketing extends far beyond the process of simply creating and distributing content. It’s a cumulative endeavor that requires the created or curated content to be relevant and valuable “so as to attract, acquire, and engage a clearly defined and understood target audience with a view to driving profitable customer action” (reference Content Marketing Institute).

Sadly, many professional services are contributing to the content clutter without strategic intent, and without long-term intention.

Here are 10 areas where I see firms failing;

  • They haven’t clearly defined their target audience, despite there being a multitude of buyers and influencers involved in most B2B purchases.
  • They don’t know if their content is valuable because they neglect to include a call to action.
  • They don’t know if their content marketing is effective because they don’t measure individual campaigns, let alone analyse long-term trend data.
  • They lose interest when the return on investment doesn’t come quickly.
  • They make the content all about them, rather than focusing on the information their target audiences are seeking.
  • Their content is inconsistent and lacks structure because they don’t have a content marketing strategy or calendar.
  • Conversely, they’re hamstrung by their content calendar and don’t seize opportunities when they’re presented.
  • Their content isn’t valid, timely or fresh.
  • Their content isn’t repurposed for different channels or platforms.
  • They overlook including actionable takeaways in their content

This article originally appeared on B&T’s sister business site www.which-50.com

 

Please login with linkedin to comment

Arty Labs

Latest News

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]

by B&T Magazine

B&T Magazine
TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar.  Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]

THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption?    BW: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date.  Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]