Welcome to the fourth installment in our multi-part “Collective Knowledge” collection of content material advertising technique articles.
On this episode, we’ll check out the worth of particular technique practices which might be typically neglected or underutilized in terms of creating robust content material, that includes perception and examples from a few of the world’s greatest digital entrepreneurs.
We kicked off our collection with the planning course of in “Tips on how to Enhance Your Content material Advertising and marketing Efforts By Planning Forward,” went ahead with content material creation in “The Artwork Of Crafting Extra Highly effective Content material: 5 High Techniques from the Consultants,” after which dug even deeper into messaging with “5 Highly effective Messaging Techniques For 2019 And Past From Advertising and marketing Consultants.”
Now let’s discover a choice of generally neglected strategies and ways utilized by a few of the greatest within the enterprise for creating partaking and highly effective content material.
#1 – Staying Contemporary Whereas Considering Lengthy-Time period
It’s no secret that content material entrepreneurs really feel stress to repeatedly produce increasingly content material. However within the race to create, the query is: Can your content material function sufficient time-tested components that it’s going to nonetheless be helpful and related in a yr or two, or perhaps a decade from now? What about 10,000 years from now?
Entrepreneurs ought to by no means overlook the worth in considering for the long-term and writing materials that may provide lasting worth. Nor ought to they overlook the chance to repeatedly refine and refresh that evergreen content material.
Even popular culture icon Grace Jones acknowledges the advantages of well planning for the long term.
“There’ll at all times be a alternative coming alongside very quickly — a more moderen, crazier, louder model. So if you have not bought a long-term plan, then you’re merely a passing part, the most recent pattern, yesterday’s occasion.” — @Miss_GraceJones Click on To Tweet
Whereas there’s no approach to assure that all your content material will nonetheless be best-practice-worthy 10 years down the road, when you’re crafting content material with longevity in thoughts, you’ll have a head-start in extending its helpful content material shelf-life.
Josh Nite, Senior Content material Advertising and marketing Supervisor at TopRank Advertising and marketing, has written extensively about evergreen content material and learn how to foster and put it up for sale.
“Evergreen timber are a part of an ecosystem. After they’re rooted and cared for, they thrive and the entire forest advantages. #EvergreenContent is similar means.” — Josh Nite @NiteWrites Click on To Tweet
You’ll additionally make it simpler to put in writing new future variations that may re-purpose a few of that evergreen content material you thought to incorporate, altering solely the parts which have had vital adjustments, a part of the re-use methods our CEO Lee Odden has explored.
“Utilizing a modular strategy will make the repurposing course of simpler, key phrase related and significant for the viewers as a result of matters are pushed by an understanding of buyer pursuits, questions and triggers.” — Lee Odden @leeodden Click on To Tweet
#2 – Experimenting—And Not Solely Following The Pointers of Others
There are lots of incredible guides accessible for creating content material, from Lee’s information to creating the method extra environment friendly, to MarketingProf’s infographic take a look at viral content material technique, by a few of the smartest entrepreneurs and business influencers alive.
Whereas their recommendation is chock full of excellent concepts which have labored very nicely for them and for others, don’t promote your self brief by sticking solely to the recommendation of others.
Ann Handley, Chief Content material Officer at MarketingProfs, is each the creator of many wonderful guides on content material creation and a proponent of attempting new methods.
In the event you’re in tune together with your artistic aspect and never afraid to attempt one thing new, you’ve bought your individual distinctive abilities and insights that may provide help to create content material in ways in which no person else can.
Following useful recommendation from others whereas nonetheless creating your individual distinctive strategies of content material creation aren’t mutually-exclusive, nevertheless, as a few of the greatest materials comes when somebody places their very own new twists on the good methods already in use, to deliver forth one thing fantastic and new.
#3 – Being a Life-Lengthy Scholar of Your Prospects & Their Journey
Each marketer realizes that understanding and understanding your viewers are each key to success. However the query is, are you constantly researching and refreshing your viewers intelligence?
“Discovering traits in what your present prospects want might help you reply questions that your potential prospects could be asking, too,” Jessica Greatest, Director of Information-Pushed Advertising and marketing at Barkley, has stated.
Analysis may even assist set you free, in keeping with novelist and poet A.S. Byatt.
By devoting time to common viewers and buyer analysis, you’ll preserve a pulse on the altering buyer journey. And what you discover may even flip into a brand new best-answer answer for no matter content material space you’re working in.
Our personal Senior Digital Technique Director Ashley Zeckman has explored how analysis instruments might help uncover buyer wants, one other apply that falls into the long-term best-practices class.
Open Your Eyes to Higher Content material Creation
By staying contemporary whereas considering long-term, experimenting with new methods, and figuring out wants by way of analysis, you’ll be utilizing often-overlooked ways to remain a step forward of the competitors and be certain that you’ve bought your bases lined for highly effective content material messaging.
Now that you simply’ve deliberate and crafted your content material, subsequent up in our “Collective Knowledge” collection we’ll transfer on to the artwork of content material promotion. Keep tuned!
Within the meantime, be taught extra by catching us at an upcoming convention, together with Lee talking at the moment at ITSMA Advertising and marketing Imaginative and prescient 2018, which you’ll observe on Twitter utilizing the #MarketingVision hashtag.
Then catch each Lee and Ashley Nov. 15 and 16 in San Francisco for MarketingProfs 2018 Advertising and marketing B2B Discussion board, the place Lee will discover “The Confluence Equation: How Content material & Influencers Drive B2B Advertising and marketing Success,” and Ashley will current “Stranger Issues Have Occurred: How Collaborating With Influencers Can Assist You Save the Day and Change the World.”