If you stick to content marketing best practice (and add a touch of festive sparkle) you’ll avoid finding a lump of coal in your stocking!
Not sure where to start? Don’t worry, we have a few tips to help you out. Give them a shot:
6 best practice tips for content marketing in 2017
Before you fill your content with festive cheer, make sure you have these top tips covered. That way, you’ll feel confident that your content marketing in 2017 was the best it could be – and Santa might even give you a pressie or two!
1. Make sure your content is top-notch
Before you look at anything else, you need to make sure your content is up to scratch. Otherwise, you can wave bye-bye to the nice list for content marketing in 2017.
First, figure out which segment of your audience you’re writing for. The one-size-fits-all approach may work with nanna’s Christmas jumpers, but it’s not so good for content marketing.
Then, you can start planning your piece of content in detail. Select an interesting topic and plan each section in advance. Don’t forget to pick your core keywords now, so you can incorporate them in your text.
Next, write a damn good piece! Use your content marketing flair, copywriting expertise and a few tips from us, and you’ll have some great content to delight your audience. However, make sure someone edits it before it’s sent out … any mistakes you make could be embarrassing and could damage your credibility!
2. Deliver relevant and personal content, every time
Think of your visitors as kids at Christmas. They come to your site with a wish list of things they want to find. If every item on that list isn’t ticked off, there will probably be tantrums.
Take a leaf out of Santa’s book and deliver content they actually want, through every stage of the customer journey.
You can do this by creating in-depth audience personas for your target markets. The more you know about certain segments and their wants or desires, the more relevant content you can create for them.
This content should address the stage of the customer journey they’re at and solve any problems they might have. By answering queries, your content should appease any negative niggles and nudge customers down the sales funnel.
A few personal touches wouldn’t go amiss here either! Include your visitor’s name (if you can) and recommendations for products or content based on their user history.
These little things will really show you care, and isn’t that what Christmas is all about?
3. Speed things up with automation
We can bet you that Santa and his elves don’t do all the Christmas work themselves – they probably have a festive robot or two to help them out!
Whether it’s sorting presents or delivering content, automated software can make a huge difference for both you and your customers.
Marketing-automation software offers a speedy and efficient service. You could try using:
- Automated emails
- Automated social media posts
- Triggered responses to certain actions (e.g. visitor signs-up to email and receives a pop-up with a free white paper)
With developments in AI and machine learning taking place every day, it’s no surprise that automation has become a key part of content marketing in 2017! It saves time, allows you to focus on more important areas of marketing and helps you deliver great service. Who could say no to that?
4. Add a dash of data to your content marketing in 2017
Data-driven marketing can open up a new world of opportunities. Just like Rudolph’s nose, it can point your content marketing efforts in the right direction by:
- Providing insights into your customers and their needs
- Suggesting areas of your website for improvement
- Targeting new audiences, including ‘lookalikes’
- Increasing your levels of personalisation
Adding data to your content strategy will ensure you’re creating relevant and engaging content your audience will enjoy. Simply by keeping an eye on your user/website metrics, you’ll give your content marketing in 2017 a boost!
5. Mobile marketing is here to stay
Mobile phone use is on the up, so marketers need to plan mobile-marketing strategies – and fast! They should focus on:
- Visual focus
Mobile marketing is a huge undertaking, but it’s well worth it – especially with Google’s mobile-first-index coming into use any day now.
It’s what both Google and your readers want, so it would be disappointing if you didn’t deliver. Start making mobile-orientated changes today if you want to get on the nice list for content marketing in 2017!
6. Wrap a bow around it
Remember, your content needs to look appealing if it’s going to attract interest. Sadly, fancy wrapping paper and a sparkly bow might not be enough … here are a few things you could try:
- Eye-catching, relevant and evocative images to draw people in
- Well-placed subheadings and bullet points to break up text
- Short, snappy sentences to get your point across
Once that’s all sorted, you can jazz up the formatting a bit to make sure everything’s clear. Try using CRO testing to discover which layouts are most effective for different segments of your audience.
Follow these tips, and we can pretty much guarantee that you’ll make it onto the content marketing nice list for 2017. Carry them on into the new year, and who knows where it might take you? Good luck!