April 23, 2015
/ by Brian Conlin
This post is based on our white paper “Outside-The-Box Content Marketing for PR.”
A week into 2014, Mark Schaefer published a blog post that questioned whether content marketing – which he termed “the hottest marketing trend around” – was a sustainable strategy for businesses.
He coined “content shock” and argued that though more and more businesses give away more and more content, people have only finite time to consume it.
Is this the end of content marketing? Hardly. It means brands will have to invest in content creation.
To better reach your audience and further your goals these days, you should experiment with a wide range media, platforms, topics and other storytelling devices.
The most successful B2B and B2C communicators of today have adopted these new ideas with open arms, quickly adopting new tactics. A recent study by the Content Marketing Institute and MarketingProfs shows:
2015 B2B Content Marketing Trends
2015 B2C Content Marketing Trends
These stats show that content marketing has staying power, but to remain successful, communicators need to evolve to meet their audience’s changing demands and expectations.
Cision’s Director of Marketing Brandon Andersen says the key to content marketing is knowing your audience.
“Know it holistically,” he says. “Use data and even phone calls to build a comprehensive picture of your audience.”
Whether old brand or new, find answers to the following questions:
Whatever your audience wants, give it to them. Some may prefer short, easy-to-consume written pieces. Others may want visual content, such as video and infographics. Use data, your content goals and brand objectives to determine your approach.
You can also use data to show where you should post your content. Go beyond owned properties like your website and blog, and share stories across social networks and even influencer blogs.
Pitch your written and multimedia content to reporters. According to Cision’s State of the Media 2015 Report, nearly two-thirds of journalists and bloggers regularly use video- and image-based content. Giving it them up front, may help you land a placement.
Finally, measure how your content performs outside of goals tied to the traditional sales funnel.
For example, you can use data points like these to measure success:
These data points can set you on the path to operating a sustainable content marketing program. However, ensure that the data points you use mirror your business objectives.
Want to stand out with content? Get our free “Outside-The-Box Content Marketing for PR” white paper now!
Get the latest updates on PR, communications and marketing best practices.
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.
1-877-297-8912from 8 AM - 5 PM CT