No More One-Hit Marketing Wonders

by Alicia Esposito, Content Strategist

Remember the days when you visited your local music store to get your hands on the latest release from your favorite artist? Today, you’re more likely to be listening to curated playlists on Spotify and downloading albums through iTunes. We’re seeing a similar shift among B2B audiences, who are spending less time downloading hefty E-books and reports, and instead looking for easy-to-digest information in the form of podcasts, videos and interactive experiences.

We’re in the midst of a new and exciting era in content marketing, and Content4Demand is dedicated to helping brands create content that rocks! Here are four key steps we think all brands should follow:

1. Know what your fans want: Rising musical stars don’t stifle their creativity to go mainstream, but they always remember that they have to keep their fans happy. B2B marketers must do the same. An audience-centric approach to content marketing helps you get in your buyers’ shoes; understand their wants, needs and pain points. This insight, which I refer to as “extreme empathy,” helps you look at your content strategy through a completely different lens and, in turn, craft content that will resonate with your audience on a deeper level.

2. Remix your content format playlist: Who doesn’t love a good remix? Just like a dance version of your favorite song lures you to the dance floor, refreshed and updated versions of your content will perk up your buyers. Consider embracing interactive content, influencer marketing and new storytelling methods to freshen up some of the content you already have.

3. Give your audience the VIP treatment: Whether you get exclusive seating at the hottest concert in town or peruse curated recommendations from Netflix, you know that getting the VIP treatment makes an impact. Even the smallest details make a difference, so think of ways to incorporate personalization and exclusivity into your buyers’ content experiences. I’m personally a fan of including “content rabbit holes” in experiences, so people can easily access information that guides them further along their path in the buying journey.

4. Climb to the top of the charts: It takes careful planning, hard work and lots of creativity to climb to the top of the music charts. It’s no different in the marketing world. Part of that planning process requires tracking content performance, looking for patterns in consumption and engagement, and continually identifying ways to improve. Measurement may not be the most fun part of the job, but it’s critical to creating content marketing hits.

When you start to follow these rules, the content marketing hits will keep coming! For further inspiration, check out our brand-new digital magazine, “Content Marketing Hit-Makers: The Ultimate Guide to Creating Content That Rocks.”



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