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Content Marketing World 2016 Recap

Content Marketing World 2016 recently wrapped up its sixth edition—the fifth to be held right here in Cleveland. The four-day event hosted more than 3,500 content marketers from 74 countries.

As one of two Skoda Minotti Strategic Marketing employees to attend the event, I have a few takeaways from the event to share:

Don’t settle for creating “commodity” content

Several presenters echoed this message—there is more content online than ever before. How can you make yours stand out? Rather than cranking out as much volume as possible, think about how your content can be the “best answer” in the search results for your customers/prospects’ most common questions.

Try it out for yourself—perform some common searches that your industry is likely to be searching. Is the top result a “top 10” list? Consider how you can create a variation on this article that is a better user experience and more thorough—a “top 20” list perhaps?

Creating “the best” answer is a great start to earning your way to the top of the search rankings.

Getting by with a little help from your friends

Content marketing is tough enough, there’s no need to go it alone. The conference offered many great ideas about amplifying your content with other influencers in your space.

For instance, if you are writing an article discussing the current “state of the industry” (for whatever industry you happen to be in), can you include quotes from partners in the industry that you work with or vendors in your database? If you include these outside sources in your content, they are all the more likely to share it with their networks.

Don’t create your content in a vacuum. “If you build it, they will come” unfortunately doesn’t always apply in the world of content creation; however, just think of the audience you can reach with a little help from your friends.

What is old is new again – don’t forget about existing content

An important message to keep in mind is that while “new” content gets everyone excited, don’t simply ignore your existing content. Content, even that posted years ago, can be a huge opportunity for traffic and conversions with some simple optimization.

Check out your site’s Google Analytics account and you may be surprised at some of the “old” blog posts that are still major traffic drivers to your site. Check these posts to see if any facts or figures need updating – you’ll be doing your site’s user experience a major favor.

Also consider, how can you convert this traffic from visitors to leads. Maybe there’s an offer that you currently promote elsewhere on your site that didn’t even exist when your old content was originally created.

For older content that is strong but not ranking well, take a look at what you can do to update your article to make it current. This gives you the opportunity to promote the article again to an audience who may have missed it the first time—if you haven’t seen it, it’s new to you.

Looking to discuss a content marketing strategy for your organization? Contact Bob Goricki at 440-449-6800 and we’d be happy to help.

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