Research tells us that about 28% of a brand’s marketing budget is spent on content marketing, which makes this solution one of the most significant marketing strategies around. It’s no surprise really. When you consider how successful content marketing can be when it comes to raising brand awareness and improving scalability for companies – why wouldn’t we invest in it?
The only problem is that not all content marketers are equal. While some are happy to use up 28% of your marketing budget, they might not know how to use it to get you some great return on investment. With that in mind, what are the things that set truly amazing content marketers aside from the rest of the pack? Let’s take a look.
1. They Know their Audience
In the world of content marketing, knowing your audience is everything. The most successful content marketers are the ones who know how to connect with the market they’re writing for. Usually, a marketer will start off with a basic customer persona, which is based on the person most likely to visit their website. As the company grows, your knowledge of your persona will grow too, developing to show off new demographics and important insights.
Learning about your audience gives you all the tools that you need to “speak their language”, and address the topics that are most important to them. It’s the difference between really connecting to a customer, and just writing content.
2. They Know How to Invest
Successful content marketers don’t just spend the right amount of money on their marketing efforts. Instead, they learn exactly how to invest that cash. Usually, it’s all about creating smaller quantities of high-quality content, instead of splashing out on dozens of “adequate” blogs or articles.
The truth is that hundreds of mediocre articles aren’t going to get you the kind of attention that you need online today. It’s the truly unique stand-out articles that have the biggest impact, and that’s where you should be investing your cash.
3. They Understand Networking
Some content marketers will spend all their times producing new copy, focusing on the tasks that get pieces created and published. Although this is an important part of the job, it’s important to note that professional marketers usually make time for networking too.
There are countless strategies for content marketing, and learning about different solutions from other experts in your industry is a great way to open your mind to new possibilities. Great content marketers are always learning, and always improving.
4. They Offer the Most Value
We all want to get the best value for our money. In the world of content marketing, that’s just as true as it is anywhere else. Often, the best content marketers know how to stretch their marketing budget so that they can get the most value out of each piece they create. Usually, this means creating evergreen content that can be transformed, revisited, and syndicated frequently, to ensure that nothing is wasted.
5. They Are Diverse
The most effective content marketers might come with specific areas of expertise, but that doesn’t mean that they don’t know how to be versatile. Most great content marketers will attempt to diversify the things that they produce, switching between videos and infographics, blog posts, and guest articles, and more. This diversified approach to content helps to keep readers interested for longer while protecting marketers from sudden changes in market focus.
6. They Experiment
Truly amazing content marketers are risk takers. The problem with a lot of content experts today is that as soon as they find a pattern that works for them, they stick with it consistently. For instance, if they produce a certain number of posts per week in a particular style, and it leads to a good return on investment, then they just keep going in that direction for as long as possible.
Unfortunately, it’s not always enough to simply maintain results. If you want your business to truly thrive, then you should constantly be looking for ways to improve. That means taking some risks and trying new formulas that may or may not work. It’s unpredictable, but it’s the only way to grow.
7. They Measure
Last, but not least, the best content marketers don’t just assume that their strategies are working. These are creative people, that focus on the numbers. They look at the analytics surrounding their content to determine what’s working and what isn’t, and make changes accordingly. Great content marketers know how to dig deep and discover the best effective solutions for their company.
Content marketing is a long-term strategy that’s constantly evolving. The best content marketers know how to adapt and change with the tides, maintaining, and improving strategies to bring them ahead of the competition.
Rob is Founder & Publisher of UC Today, a leading news publication specialising in Unified Communications & Collaboration technologies.