“What’s dangerous is to not evolve.” — Jeff Bezos, Founder, Chairman & CEO of Amazon
One of the most exciting things about the marketing industry is that things are always changing. The use of social media and the internet means the industry is evolving faster than ever, prompting a content marketer to constantly adapt their strategies and tactics.
To be successful, it’s vital that content marketers stay informed and work to stay ahead of the curve.
We’ve outlined a roadmap for avoiding some of the largest pitfalls in 2017:
- Create a specific content marketing strategy. Many companies use content marketing simply because everyone else is doing it, or because they heard it was important. Unfortunately, that’s not going to cut it. If your efforts and time are going to be worthwhile, you need to define success for your content marketing. Once you’ve defined it, document it. Put your content marketing strategy in writing to put everyone on the same page and get on track if you drift astray.
- Generate content that fits the platform. When you post something on Instagram or Facebook, you can rest assured that audiences will skip 90% of what they see. As such, brief videos, short posts, or eye-catching pictures will be your best bet. Educate yourself about the platforms you use and create content that works for that medium.
- Use more video content. Video is one of the more pricey forms of content. However, it’s worth it — people watched 19% more videos online in 2016 than the year before. While text and graphics are easy to produce, the data shows that video is becoming one of the most popular types of content. YouTube has dramatically grown in the last several years, with revenue increasing by 60% year after year. Such growth is a marker for the rise of video content.
- Reuse and repurpose content. If you’re creating quality content, then it’s worth using more than once. Repost articles as a “throwback” a month or so after you published them the first time, just in case anyone missed them. Alternatively, stay tuned to current events and reshare content whenever it might be relevant. To refresh old content, consider adding infographics, a video, or updating it in light of new developments.
PGN Agency has an extensive track record of bringing our clients returns on their marketing and advertising campaigns. If you would like to learn how PGN can come up with creative marketing solutions to drive YOUR business’s growth, feel free to contact us directly at 248-414-6860. One of our friendly team members will help assess your needs, and put together a game plan for success!