The process of getting sick tends to follow a pretty systematic path: you begin to feel unlike yourself; symptoms manifest themselves in the form of clogged noses, sore throats, and fevers; and you know at a certain point that the only cure is to get help.
Your content marketing strategy runs a similar course in that eventually the symptoms and tell-tale signs pop up confirming the fact that your campaign is “sick,” or not giving you the desired results for which it was intended. So how do you know when it’s time to give an extra boost to your content marketing strategy? By considering the following:
Your Blog has Remained Stagnant
While having a blog already sets you apart from some of your competitors, your ability to provide regular updates is critical to the lifeblood of your business. That’s because small businesses with blogs generate 126 percent more leads than those without blogs and 81 percent of consumers trust advice and information from blogs. Some other compelling statistics shared in an Ignite Spot infographic include the fact that:
- 90 percent of consumers find custom content useful
- Companies that blog have 97 percent more inbound links
- Websites with blogs have 434 percent more indexed pages
What comes across loud and clear from this infographic is the fact that your target audience turns to blogging platforms regularly and affiliates the strength of a brand with its blogging presence. With so many target customers canvassing cyberspace for blog entries, the last thing you want is for your base to discover your platform only to find that the last entry was eight months ago.
You Have Tunnel Vision
If you have not introduced a new content marketing concept in a few years, then you are suffering from a lack of perspective. Just because you have 10,000 Twitter followers or full attendance at your webinars does not mean you shouldn’t consider other communications vehicles. The idea behind content marketing is that a company can take an integrated approach to marketing by leveraging several communications tactics such as:
- Social media
- White paper development
- Video production
- Press releases
- Case studies
The list goes on from here. As a marketer, if you are noticing that all your company’s efforts are directed at a single pursuit, it is time to lose the tunnel vision and explore what other avenues your team can take.
You Can’t Keep Up
The content marketing world is constantly evolving. If phrases like “Hummingbird,” “SEO,” “click through open ratings” and “meta-tagging” are lost on you, it might be time to call in reinforcements. While certain concepts like the importance of blogging, conversing across social platforms, and launching email marketing campaigns, will never go away, theories surrounding search engine optimization and website descriptions are ever-evolving.
Your job as a marketer is to be a few steps ahead of these trends, anticipating when the content marketing path suddenly detours and course corrects. If you find yourself still lost among the Google zoo animals—from Penguin to Panda—it may be time to admit that you need some additional support.
Do any of the above mentioned concepts apply to you? Is it time to get your content marketing team the help it deserves? Tweet at us or comment below to begin the conversation.