We’ve said it before and we’ll say it again — content is king, and that’s not changing anytime soon. According to Corporate Ink’s recent pulse survey of executives and marketing leaders, 72% of respondents plan to increase content marketing investments in 2022 – with 52% saying they plan to increase budgets significantly. And when we looked at the most in-demand skills for 2022, content and writing secured the third spot on the list.
While it’s one thing to have an awesome story – it’s another thing to communicate it in a way that resonates and engages. Many marketers fall in the trap of creating content simply for content’s sake. In a world where prospects an inundated with content offers, breaking through the noise becomes harder each year.
Here are seven tips to help level up your content strategy this year:
While consistency is important when it comes to releasing new, fresh content for your audience, remember it’s better to have one standout piece than five mediocre ones. Be purposeful in your content strategy and aim to provide true value to those that consume your work.
Offer something different. Share your unique point of view with your readers. No one wants to read the same old story that’s been dominating the headlines for weeks.
Oftentimes marketers in the B2B world forget their buyers are still human. Lose the ‘salesy’ product language and speak directly to the needs of your intended audience. The more personalized and relevant, the better. What are your audience’s specific pain points? Do they have problems they need help solving? What keeps them up at night? These are the messages that will resonate.
One size does certainly not fit all when it comes to content. The needs of a buyer that doesn’t know you are drastically different than a prospect that’s been sitting in your pipeline for 18 months. Create a good mix of educational, product-focused and nurturing content for top, bottom and middle-of-the-funnel prospects. And don’t forget to ask your sales team what kind types of content they would find most useful.
You may be afraid to tackle the “elephant in the room,” but not doing so would be a mistake. Create your own narrative and get ahead of the questions that you know are already on the mind of your buyer. Whether it be about price, data security or something else, it will make your content strategy stand out.
Doing so adds credibility to your content and builds trust among your audience. Avoid making grand claims without the data or sources to back them up.
The investment to create top-notch content is high. You’ve spent valuable time, money and resources. Maximize your investment and expand the shelf-life of that content by repurposing it like crazy. Create a video, infographic, webinar, blog series, and more – the opportunities to expand your reach and impact with a single piece of anchor content are endless.
Want some more tips, tricks and strategies for taking your marketing strategy up a notch? Check out the full report based on our recent pulse survey: Marketing in 2022: How B2B Leaders Will Drive Growth, Impact and Performance.