With 2020 already here, it’s time to audit your business’s content marketing initiatives for performance and lessons learned. This year, content marketing will continue dominating lead generation and nurturing strategies for all types of businesses.
Here are 10 content marketing strategies you should implement to transform your business in 2020.
Reduce your content production costs by repurposing high-quality content for use across various media. For example, have you written a quality long-form blog post? You could repurpose it into an eBook. You can also take snippets from the blog post and repurpose them into tweets or compile them to make a slide.
Repurposing content will allow you to reach more of your target customers faster and at a lower cost.
Most businesses fail at content marketing because they are usually talking about themselves most of the time. Check your blog and Facebook page posts; are they all about “us”, “our company” or “our products”? If you answered, “yes” to this question, it’s time to change your content marketing approach.
Create content that is focused on your customers. Address the wishes, needs, and questions of your target audience through your content.
Sometimes the best way to grow in a market is by partnering with like-minded organizations. Start checking your industry for potential businesses that you can partner with. Ideally, potential partners should provide complementary services that will be beneficial to your audience. Partner with the businesses to produce content, promote it and grow each other’s audiences.
Before creating any piece of content, you should have an end goal for it. What would you like to achieve with the content you want to create? Would you like to educate your audience, encourage newsletter signups, start a conversation around a topic?
Your goal for every content should be tied to specific growth objectives.
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Podcasts are going to be huge in 2020. According to the Infinite Dial Report 2018 (PDF download), 48 million Americans listened to podcasts in 2018, up from 42 million listeners in 2017. This number is expected to rise in 2019.
Your customers are hanging out at the most unlikely places and using channels you may not have tapped into yet. It’s your job to reach them where they are. Start a podcast show this coming year to reach new prospects for your business. You can also hire a transcription services company to transcribe the podcast shows and compile them into downloadable notes for lead generation purposes.
Building content resources is a great way of funneling traffic from an audience that are in the aware stage in the buying funnel. However, creating an in-depth content resource takes time and money. You can’t buy time, but you can use money to buy established content assets and drastically reduce your content creation time.
Search for opportunities to purchase complementary content resources in your space.
Search Engine Optimization (SEO) has traditionally been the cornerstone of content marketing. However, for businesses that want to thrive in 2019, it will be important to stop relying 100 percent on Google for traffic and start building various referral traffic avenues.
With Google constantly pushing algorithmic updates, like the recent Medic Update, you do not want to gamble your business by solely relying on organic search traffic. 2019 should be the year when you start exploring alternative traffic sources for your business.
Video marketing presents immense opportunities for businesses to grow and reach more customers. However, most businesses do not implement comprehensive video marketing in their growth strategies.
Video gives you more ways to present your message to your audience, and is particularly helpful in driving conversions. Moreover, video can be transcribed by hiring transcription services to text to drive traffic to other online assets through SEO.
Most businesses focus on the frontend of content marketing and forget about the backend. However, it’s in the backend where the magic happens. Backend content marketing can help you uncover in-depth information about your prospects, and hence provide more relevant content and offers to them.
Focus on backend marketing, be it through email marketing, member-only content, subscription-based on-demand videos, and so on to amp your content marketing efforts for a lead generation.
Get your content production workflow in order. Every member of your team should know their role in the content creation and marketing process. Improving the content workflow will ensure you produce content on time and within budget.
Monitor key performance indicators (KPIs) to gauge your content ROI and uncover opportunities for growth and conversions.
The above are 10 content marketing strategies you should focus on to reach your sales objectives in 2020.