The other day I was preparing a dish of halved avocado filled with cottage cheese and a drizzle of sriracha sauce, and offered a bite to my fiancé. He was pretty reluctant to try it at first, saying that he had never eaten avocados before and they looked like they would taste bad. However, one small, hesitant nibble turned into the plate being finished off completely.
As it turns out, he likes eggplant and zucchini, too.
So, what does trying new veggies have to do with content marketing? Most organizations tend to have content marketing tactics that they love using because they sit well on the palette—like blogs, social media and case studies. Then there are those tactics that seem like they’ll taste funny. For your organization, this may be a tactic that you consider unconventional or have overlooked, like an infographic or eNewsletter. For your marketing team, a first response may be “meh” rather than “yeah!”
I can certainly understand why organizations choose to steer clear of some tactics. For instance, if an organization lacks a robust design team, producing an infographic in-house may not be realistic. Or, perhaps podcasts simply don’t resonate with an organization’s target audience as much as whitepapers or case studies. Maybe a webinar won’t reel in as much ROI as an email campaign. At the end of the day, an organization will have the final say on what marketing tactics are best to use and not use based on its unique specificities.
As marketers, we all have those “meh” tactics that we’re not too keen on trying. But it’s important that we consider them, even if it’s just to see what kind of effects a more exploratory strategy can produce. For example, perhaps in creating a targeted video series you’ll garner more site traffic than you did with various blog campaigns. Perhaps you’ll see a spike in inbound lead generation by honing in on social media in conjunction with longform gated asses (i.e. whitepapers and case studies).
If you have the internal resources, bandwidth and budget, it’s important that you consider freshening up your marketing strategy with something new—even if you’re not entirely sold on giving it a go. You may find that a certain tactic yields unbelievable benefits for your organization. The thing is, you’ll never know if it works until you give it a try.
Keep in mind that the average B2B organization uses 13 content marketing tactics (a full list of these tactics with what percentage of organizations use them can be found here). Are you willing to try something new? After all, it’s never good to rest too long on your laurels.
Allison Boccamazzo is a writer of many shapes and sizes. She is seasoned in the art of story-telling (she is currently working on getting her novel published) and, as Director of Brand Strategy at Content Boost, loves telling the tales of unique and unusual brands. When Allison is not managing content and serving as a brand advisor for her clients, she can be found (shamelessly) Netflixing, kickboxing or brainstorming new DIY projects for her apartment. Allison previously worked at “HGTV Magazine” and “Folio Literary Management.” She graduated Cum Laude from Assumption College with a degree in Writing and Mass Communications.