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Expert Answers to Biz Questions

Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.

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Content Advice from Multiple Experts

 

When looking for advice on how to create great content for your website, as I’m sure we’ve all head that well-known ‘content is king’ phrase enough to make our head explode, why would you ever just take the advice of one single source. There is a reason science used multiple results from multiple experiments from, you’ve guessed it, multiple scientists to build their theories and explanations. The same approach should be taken for anything you do with a cause and effect.

In the first of a series of collaborative articles using the knowledge of well-versed content marketing experts this article will help provide a small summary of what the market looks like now, and what they think the biggest changes to the industry will be in the next few years. It just so happens that this panel of experts is 100% female.

From owners of their own blogs and thriving business, to senior strategists and directors at some of the largest marketing companies across the globe. It’s fair to say they know their stuff. Here’s what we picked their brains about.

 

What do you wish you had known when you began your role?

 

2: Don’t compare someone’s middle with your beginning.

3: It’s ok to be different. Too often companies look at what their competitors are doing and simply copy their strategies.

Understanding that you are probably undertaking content marketing in response what others are doing in your market is fine. Knowing that simply copying what they have started doing won’t be helpful to your business is also crucial. If your business is at a different development stage, has a slightly different focus or can’t compete with this competitor currently, don’t try to match them. Work-out a strategy around this that can focus on the weaknesses/gaps in the competitors content.

What do you think will be a defining sector/change in digital marketing over the next 5 years? Why?

 

Although not an easy question to conquer, these experts took it in their stride and two ideas continued to come out on-top from our contributors.

Content Types

7: The way we take in content; the types of content. People are inundated with the written word and are becoming more and more lazy to read, so I believe we are going to turn more and more to video and apps to make it easy for content to be consumed.

5: Videos will play a bigger part than they ever have. Be warned! So start creating those videos now.

Targeting

2: Targeting abilities of ads will improve even further as several platforms will move increasingly towards pay to play.

3: I think there will be an increased focus on the target audience. Any given tactic may work incredibly well with certain segments, but not at all with others. As audiences become more and more inundated with messages and content, they can get picky about what they pay attention to.

The types of content that audiences consume are changing monthly and are completely dependent on source of the information. Take a look at this infographic content persuading you to use more video!

 

What is a top tip for others looking to succeed in content marketing?

 

2: Ensure you have content for various stages of your customer’s journey. Many businesses neglect middle of funnel content which could be detrimental in building a solid relationship with your customers.

7: Be teachable. Be determined. Content marketing is not simple, it is complex. And if anyone tells you any different, I would not listen to them.

 

Understanding your customers will enable you to produce more specific and in the long run better performing content. Take a look at this journey map from customer relationship management gurus at Hubspot.

While there is a lot more information from this knowledgeable group, and you can read more opinions and who the numbers relate to in this article here. It’s fine to simply take on the main areas covered here and use that to inspire you in your first steps into content or to take and adjust something you may have been working on for a while. Like the final point of one of our experts, keep learning!

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