It’s 2021: Are you asking the right content marketing questions?
It’s Q1. Time to build those editorial calendars, review personas, and map out a customer journey. Then, route your plans for approval, have a few dozen meetings, calls, and countless emails to sort out the details. Finally, start to jam all that content in where it seems to fit best. Right?
But wait. Stop. Consider this:
Stop planning for what your business is doing with content.
Start planning what content should be doing for your business.
Think about this twisting of JFK’s iconic line for your content marketing. Don’t just go through the motions by taking on a plug-and-play approach with your content. Instead, take some time to explore how to make your content work to its strengths, where it works best.
Here are three ways to assess where you‘re at:
- Take a content inventory.
See what marketing content you have available. Don’t discard anything; little tidbits can be reformed into new ideas.
- Rank the influence value of your content
Determine the potential sharing value of each piece of content. It’s like lead scoring. You could use numbers, letters, or tomatoes. The point is to determine what has the most interesting gravitas.
- Review the uptake
If you have the metrics, see what performed best and try to determine why. If you had a clear-cut winner, revise it by adding The 2021 Version or Complete Guide, something like that. Stop creating new stuff when good editing of the current content will do just fine.
More thoughts on revising your marketing content
This is an oldie but goodie. The story behind the Post It™ note is that it started as a mistake. It was a glue that didn’t hold well until an engineer found another use as temporary notes. So keep that idea of repurposing in mind as you assess your content.
Now, ask this of your content.
- Does it bring value to the relationship?
There are significant benefits to offering free ideas, tips, and advice. It’s based on the principle of reciprocity. You freely give and your audience feels compelled to respond. It’s a timeless human trait: and works deeply in the psychology of all of us. It should feel natural to make your content marketing work on this principle because you share knowledge or an aspirational idea.
- Is it something that makes your brand stand out?
We make this point in a recent podcast episode that talks about the theory that different beats better in most marketing or advertising messages. This is especially true with products or services.
- Can it be repurposed into another content marketing touchpoint?
It’s prudent to always think about this. Maybe that infographic should become a short video, or that intriguing interview with a Subject Matter Expert could become a break-through editorial covering a controversial topic.
- How will it maximize your lead generation or call-to-action efforts?
What’s next? That’s the ultimate question all your marketing should be answering. And if you aren’t building a strategy around the next action, stop and refocus. Hint, it’s best to start with the end in mind.
Plan on making 2021 a purposeful year focused on asking the right questions. Review and renew your content marketing efforts so they will drive action, response, and profits!
Unique and compelling content delivered regularly is your best way to help your brand stand out. Want to start a free, no-obligation conversation about gaps in your content marketing that may be limiting your brand’s success?
PS: Don’t delay; get our Free Guide today on Simplified Content Solutions
As a thank you for reading this article, we’d like to send you this quick-read document; you’ll discover three fresh ideas to help you generate great content faster and more effectively.