There’s been a lot of talk about how businesses should frame their content marketing efforts in 2015 and it can be difficult to cut through the commotion.
We like to keep it simple. Stick to these three content marketing resolutions in 2015 and you’ll not only garner attention but respect, innovation, momentum, and success.
1. Keep quality your #1 priority
Last year, Matt Cutts—head of Google’s webspam team—announced that guest blogging was “done,” inciting, seemingly overnight, a stampede away from it. Later, Cutts clarified: he’s not against guest blogging, which can be informative and useful, but against marketers using it as a link building technique. “I’m not trying to through the baby out with the bath water,” he wrote. “There are still many good reasons to do some guest blogging (exposure, branding, increased reach, community, etc.).”
Like Cutts, we know there’s a benefit to almost any form of online or offline communication—if it’s done right, and if it’s written with thought, foresight, and good intentions. Whether guest blogging, publishing editorials, filming videos, or sketching out the first traces of an infographic, our aim is to contribute excellent, helpful content to relevant, high-quality publishers.
2. Be more human
Marketing should be people-focused. This sounds like common sense, right?
But what we’re talking about isn’t a coupon in the mail to your favorite store or an online advertisement for those shoes you were just looking at, which, thanks to analytics, demographics, and segmentation is easier than ever to make happen; it’s the kind of people-focused marketing that helps customers grow and evolve, and contributes to their love of something.
This kind of generous, essential content marketing demands that businesses be more human in their interactions. It isn’t simply aiming to sell something people might need, but understands their passions and is prepared to help them grow.
3. Find the right balance
Everyone is making claims about what’s hot, what’s new, what’s predicted to take off in marketing in 2015. The truth is…it’s all true. You just have to figure out what’s truest for you and find a balance.
For instance, video was huge last year and is predicted to be even bigger in 2015. Same with mobile and the rise of hyper-local marketing. And while only 26% of marketers are invested in content distribution, more than half believe they need to be. As BMW’s Kate Alini said in a 2014 Fast Company article, “If we’re going to spend money in production and content creation, we need to put media spend behind it.”
In 2015, businesses must be willing to innovate, to reach, and to try new tactics, while finding balance through time-tested programs and tactics they know to work. In the end, whether you’re talking about analytics, design, social media messaging, it all comes back to #1: quality.
What are your resolutions for 2015? We’d love to know!