2014 has pretty much been “the year of content marketing” for many. According to a study from Marketing Profs, organizations have spent 28% of their marketing budget on average doing content marketing this year.
During his session “Focus B2B: Leveraging Kick Ass Content to Drive Profits” at ClickZ Live Chicago, Rob Begg, VP of Enterprise Strategy at Hootsuite, reminded marketers that when it comes to content marketing, the competition is not only against other marketers in your niche, but everything that draws your audience’s attention.
How can you come up with a plan that can cut through all the noises and enable your content to stand out?
Adhere to the following three fundamental pillars Rob suggested to help you out:
Audience: Know who they are and engage with them
Thinking about who you are talking with is crucial before you start talking. Taking one step further on this, Rob recommended brands to think more specifically when segmenting their target audience. Firstly, make sure what actions you want the audience to take. The communication strategies should be different when you are talking to a customer or an industry influencer. Before moving on to the next step, make a decision about if you want to generate leads, encourage social shares, build thought leadership, or something else.
