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5 Proven Content Marketing Strategies

5 Proven Content Marketing Strategies

An increasingly huge segment of the capital that modern businesses are assigning for marketing is being dedicated to online marketing. In fact, research has identified content marketing as the single most productive and sustainable form of attracting a loyal customer base in the 21st century. After decades of newspaper, radio, and television advertising, the global audience is waking up to the competitive advantages of a new online media. These advantages have influenced the ever-growing dominance of content marketing. The main advantages of content marketing allow marketers to:

  1. Fluidly incorporate the creative edge of 3D content
  2. Have a comparatively cheaper option for marketing
  3. Create a long-term market presence using online media
  4. Accommodate emerging trends of the Information Age
  5. Personalize content despite using social/mass media
  6. Integrate multi-media platforms with both video and audio

Regardless of these advantages, however, content marketing does not work for everyone. Some firms invest less capital and still convert more visitors to active customers. In contrast, other firms invest gigantic sums only to attract a few customers. It would seem, then, that success in content marketing depends on the science of marketing, not on the amount of time or resources invested. Like every form of marketing, content marketing is both a science and an art. This means that content marketing employs a creative and artistic strategy to attract online traffic to a site and then converts this traffic to loyal customers.

The question now becomes, “How can you improve the success of your content marketing program?” Previous research has proven that it is possible to improve the success of your content marketing instantly. You need only use a precise set of strategies, most of which have proved extremely effective for modern online entrepreneurs. The following five strategies are among the most essential and effective secrets to improving your content marketing outcomes.

1) Creating Problem-Solution Content

Improving your content marketing must always start by attaining the content’s purpose. Content marketing is, after all, a strategic and purpose-driven marketing approach that helps create, publish, and distribute valuable content for a clearly defined online audience. Content marketing seeks to move a customer towards taking profitable action. Before promoting a product or service, content marketing must first inform, educate, and positively improve the customers’ knowledge of the product or service. Such education preferably comes from an expert’s point of view. Only then can the content attract and sustain worthwhile traffic.

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    This explains why “how to” online content generates perhaps the highest portion of online traffic. Potential customers seek to know, learn, and understand issues that are of personal interest to them. Content marketing thus needs to precisely and concretely address realistic customer concerns, guide them towards ideal solutions, and offer a problem-solution exchange. Online marketing succeeds when it shows a customer how to do several things, including:

    1. Know more about an issue that is interesting to them
    2. Service their needs effectively and without additional cost
    3. Progressively improve their homes or workplaces
    4. Make their lives more enjoyable and affordable

    2) Anticipating Emerging Trends

    Content marketing helps anticipate future trends in the market. It is also becoming the only possible way to embrace these trends. Leading media companies that had previously relied on newspaper and TV advertising have acknowledged an emerging marketing trend. This new marketing trend is exclusively underscored by content marketing. Consequently, modern media giants have launched content marketing studios to service a new age of marketing dynamics. Companies that have traditionally relied on their global reach are gradually attaining the same outcomes through online platforms. Their online activities usually include posting videos and articles through their social media pages and blogs.

    Significant trends in advertising hinged on content marketing are evident in modern business. According to recent research, over 62% of content marketers have claimed that they saw an increase in the success of their content marketing strategies this year. This included over 88% of business-to-business advertisers who were using content marketing by the end of 2016. Furthermore, over 76% of all marketers claimed that they were planning to improve their content marketing strategy by 2017. Evidently, content marketing is no longer a choice. Rather, it is a mandatory component of 21st century marketing. This reality is the product of several emerging practices:

    1. Increasing the positive impact of content marketing on contemporary businesses
    2. Reducing the cost of content marketing
    3. Increasing the usage of social media platforms
    4. Personalizing general marketing messages for online visitors
    5. Customers making purchasing decisions using online content

    3) Optimizing the Marketing Message

    Content marketing should provide content that markets a product or service. As such, the mere presence and frequency of high quality content on an e-commerce site are not the only requirements. Long before dissemination, content marketing must start with a creation process. That process of creating content is both an art and a science. By default, the success of online marketing relies on how well both the art and the science are integrated.

    It is during the creation process that a message is strategically constructed. In most cases, content is judged based on its information value. For the marketer, however, the purpose is not to inform, but to market a product or service. The science is in making that marketing goal indirect yet convincing. Only when informative content is created can the content then be used to convert the reader to an active customer.

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    4) Embracing the Era of Multi-Media Usage

    According to recent research, advances in communication technology have triggered the use of and reliance on mobile devices. The prospective customer simultaneously uses assorted stationery and mobile devices. This means that the online content must be effectively accessible from smartphones, tablets, desktop computers, and laptops. Successful content marketing must embrace the simplicity and liquidity of being available and accessible in what has become a multi-device world. The marketer should customize the content for consumption by a relatively mobile public.

    content marketing

      The world is going mobile, and content marketers should therefore always cater to a mobile audience. Unfortunately, that is not all. In a recent study commissioned by Facebook, it was found that the international audience targeted by content marketing uses several mobile devices simultaneously. Among a sample of 2000 adults in the UK and the US, the study recorded over 60% of adults online accessing the internet using at least two mobile devices on a daily basis. Most of these adults used the mobile devices simultaneously. Further still, 25% of Americans and 20% of UK residents simultaneously use three mobile devices. Interestingly, over 40% of the sample in both countries start an online activity using one mobile device and then complete the activity using another device. The impact of content marketing thus depends not only on how well it caters to a mobile audience, but also on how well it facilitates multi-device usage.

      5) Personifying the Marketing Appeal

      Readers largely prefer reading information given by experts. This explains why quality content marketing needs to have the perspective of an authoritative voice. Even so, when marketers make the content personal, they take the content to a level it might never have reached even with an authoritative voice. Personalized content is more attractive, appealing, and convincing to the reader than abstract text. TED talks, how-to articles, and advisory YouTube videos, for example, attract such a gigantic following because their content is always personalized.

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        The problem with content marketing is that it cannot attain essential eye contact. Nonetheless, even without eye contact, the content attains nearly the same effect with a personalized interaction with the reader. Content that does not address “the” reader, and which builds an interactive discourse with “you,” helps attain the goal of content marketing better. Once that personal contact is made, sustaining it with reliable, consistent, and regular content solidifies how well content marketing attains its primary goal.

        Content Marketing Is Invaluable

        The future of content marketing is evidently more prosperous, influential, and critically essential than any other traditional form of marketing has been. Content marketing is not only becoming dynamic, but is also a combination of advertising art and marketing science. It might be extremely cheap to get likes on Instagram, for example, but the potential marketing impact of those “likes” is priceless. That said, use the advice here to tap into this potential and consolidate your content marketing success. This success in content marketing is both attainable and essential.

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        Vikas Agrawal

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        Last Updated on October 16, 2019

        How to Bounce Back Gracefully After Getting Fired

        How to Bounce Back Gracefully After Getting Fired

        Whether you saw it coming or not, getting fired is a real shock and its impact is daunting. What did you do wrong? What are you supposed to do next? When will you stop feeling so angry?

        But there are ways to deal with a layoff.

        The most important thing is to remain calm and see it as an opportunity to reflect, change and improve. This is a great time to consider what happened, look again at your needs and desires and start afresh on a stronger, more constructive basis.

        Let’s take a look at how you can bounce back gracefully after getting fired.

        1. Deal with the Shock of Getting Fired

        To lose your job is to lose your identity as a worker and as a person. Debbie Mandel, author of Addicted to Stress, states that 7 out of 10 of us define ourselves by our job titles, since work is where we spend the majority of our time and energy.

        Being laid off affronts your sense of self-worth—it implies that you simply are not good enough. It’s no wonder you feel confused and emotional.

        The first thing, then, is to take some time to digest what happened and deal with the overflow of sensations. People who quickly recover from the pain of a job loss tend to do two things very well:

        First, they accept their feelings of sadness, anger, fear and shame as a part of the natural healing process.

        Second, they do their complaining to a friend.

        Never call out your boss in the office or on social media. It’s a bad form to speak ill of the company you work for. Stay stylish, and your employer will speak better of you when you need a reference.

        2. Stay Away from the Drama Queens

        Mass layoffs are, unfortunately, very common. If this is your situation, then you may be surrounded by a lot of angry people, ruminating and lamenting their fate.

        “It’s not fair!” they say. “After everything we did for this company! We don’t deserve this!”

        You’ve lost your job and that’s tough. But please resist the urge to join in the negativity. Positivity is by far the most important attitude to apply right now. If staying upbeat means you have to limit your exposure to the Negative Nellies, then that’s what you have to do.

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        Remember, life is not harder for you than it is for other people on this planet. You live in a democracy, you have freedom of choice and you enjoy a certain material abundance.

        Stay positive and focus on what’s going well in your life and the exciting future opportunities available to you. Getting fired is only a temporary setback.

        Staying positing could be challenging in a difficult situation, so these tips can help:

        10 Questions To Ask Yourself To Stay Positive When Facing Difficulties

        3. Take a Break and Let the Dust Settle

        Instead of running straight into another job that may not be the right one either, take a short break to recover from the job loss. You need a week or two to de-stress and meditate on the next step.

        Be attentive to your need for self-care during this interlude. Everything goes so fast these days that we often do not stop to think or give ourselves the permission to do a little mourning.

        Getting fired is a big shock: you need time to refocus and take stock of the new reality. Do not make things harder for yourself!

        What you need is to pause a while and do some self reflection:

        How Self-Reflection Gives You a Happier and More Successful Life

        4. Be Anchored in the Present

        Since you no longer have a hold on the past, but have not yet designed your future, try to build yourself up with the present. What do we mean by that?

        We mean that right now is the only time you have any control over. Focus on that instead of losing yourself in memories or reliving the awful day you got fired over and over in your head.

        Get up at 7 a.m. each day, whatever happens. The body needs rhythm and habits. You will feel much more energized if you keep a consistent routine. Maintain a healthy lifestyle, revisit your budget, play sports, volunteer. Take care of the practical stuff like claiming unemployment. Enjoy the small pleasures of everyday life.

        When you’re busy, there’s no room for the inner critic to raise up and derail you. Keep active, and you will gain more of the precious energy you need so much to move forward.

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        Try these things to help you live in the moment:

        34 Ways To Live in the Moment And Grow in the Moment

        5. Understand the “Why”

        There are lots of reasons why people are fired. Sometimes the mistake is yours and it’s embarrassing to admit you backed yourself into this corner.

        Other times, it’s not your fault. Businesses change direction all the time—maybe yours is going through a major transition or merger and your job is disappearing.

        Either way, to give the situation some closure, you need to understand why you were dismissed. What slipped? What could you have done differently? Was your boss really out to get you or did you do something to put your job in jeopardy?

        Be honest with yourself. It’s not easy to admit that you might have dropped the ball but it’s the only way to turn the situation into a learning experience. Ask yourself:

        What skills do you need to improve?

        Is there training you can access, or learning you can do?

        In the end, did this job suit you that much? Were you happy there?

        Reflecting on these questions can help you put things into perspective. What lessons can you learn to avoid reproducing the same pattern in your next job?

        6. Find out If You Were the Right Fit

        Hiring decisions ultimately come down to personality. You can study for an interview all you like, but every candidate who is chosen for interview has the right credentials for the job.

        The final decision comes down to personality. Who does the recruiter like the best? Who is a better fit for the company culture? That’s the person who strikes it lucky.

        Firing decisions are based on personality, too. Slacking off, insubordination and playing fast and loose with the company rules—these are the official reasons why people are getting fired.

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        But all of these reasons boil down to one thing: personality. Specifically, they signal a personality clash between an employee and a manager, or an employee’s fit with the company’s culture.

        Here’s an example:

        Suppose you were fired for “not being a team player.” Some people, namely introverts, lose energy when they are surrounded by other people and gain energy when they are on their own. Forcing an introvert to continuously work on a busy, noisy team without any solitary rest periods means the job is a mission impossible. This employee will never perform at her best.

        Or how about the time the Kansas City Star newspaper fired Walt Disney for a perceived lack of imagination? Talk about a clash of personalities![1]

        Getting fired can be a signal to turn inward and do some self-reflection so you can better understand your personality and how it might fit in with corporate culture.

        In particular, personality assessments based on Isabel Briggs Myers’ sixteen personality types can help you to understand your own work style and how you can find a job and workplace that better match who you truly are.

        In many cases, it is totally liberating to realize that all the crap you had to deal with was just down to a clash of work styles and not something you did wrong!

        7. Rediscover Your Strengths and Talents

        A personality test can also give you clear insights into your strengths, weaknesses, motivations and work potential. Do you have leadership abilities? How do you communicate and manage conflict? What benefits do you add to an organization?

        Identifying your working style should be your top priority right now, otherwise you risk accepting a new position that has all the same problems as before. The last thing you want is to reproduce the same old dramas the next time around.

        When you become aware of your potential, you will have the confidence to search and find the type of work you love.

        For example, getting fired from your banking job may have knocked you sideways. But you have some stellar home decorating skills, and a personality test shows that you are curious, flexible, rational and resilient—all the traits of successful entrepreneurs. Maybe this dismissal is an opportunity to launch the business you’ve always dreamed of but never dared to admit to yourself?

        By considering all your special skills and talents, you increase your chances of finding a job you would really enjoy, and not just the one you can do.

        8. Get the Word Out

        At this point, you should be ready to take action and move forward with your job search. Let’s not sugarcoat the situation: getting a new job is tough. It helps to have a clear idea of the direction you want to go in, a list of all your crossover skills and a freshly polished resume.

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        Look around for inspiration. Talk to recruiters in your sector to establish what they consider to be your most valuable skills. Use all the resources at your disposal: job search agencies, headhunters, work coaches, careers websites and so on. These resources can help you match your qualifications to the job requirements and ensure you have the right keywords on your resume.

        Don’t hold back on marshaling your networks. Put friends and family to work to pop up leads, and don’t be afraid to ask for referrals. Sometimes the simple act of getting the word out to the people who know you is the surest way to find work fast.

        9. Anticipate Questions and Know How to Answer Them

        Even if it wasn’t your fault, getting fired can hurt you if you don’t know how to explain why you were let go. You have to be honest here and tell recruiters the truth. Even if a would-be employer does not specifically ask why you left your previous job, it is better to clarify the situation upfront before it comes out in your references.

        The best approach is to take your share of responsibility and show that you want to go forward and that you understand the lesson.

        For example, suppose you got fired for asking the difficult questions that no one wanted to answer and your candidness set people on edge. Acknowledge that some people perceive your communication style as abrupt and explain how you’re taking steps to increase your diplomacy skills.

        A recruiter can be seduced by someone who knows how to evolve and who shows a great energy for personal development.

        10. Adapt and Persist

        Throughout this journey, you inevitably will go through moments of self-doubt and disappointment. There are undulations in every road, and these are the normal steps for regaining self-confidence after getting fired.

        Stay tough! Don’t conclude that your future is hopeless just because the dream job doesn’t land straightaway. You open a positive path when you maintain focus. Have the confidence to know that the perfect job for you is out there.

        Remember, you are not alone. Many people walked this road and they would urge you to keep the momentum. Stay open-minded and go where the opportunities take you: it will bring you closer to the job you really want.

        Coming Out on Top

        While getting fired isn’t the ideal situation, it isn’t the end of the world either. Even if feels like a doozy right now, you will get through it and emerge happier on the other side.

        Be clear on what you want, have courage and believe in yourself. In the end, you may decide that getting fired was the best thing that ever happened to you. It can be the catalyst for a powerful, career-fulfilling change.

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        Featured photo credit: Jesus Kiteque via unsplash.com

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