Home / Internet Marketing News / The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content

The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content

The secret to juggling is to always have one of your chainsaws in the air. Simple, right? You have one more chainsaw than you have hands, so don’t try and hold all three at the same time. Simply, always be throwing and catching at least one.

Ready to rev up your chainsaws and try it? Raise your hand… if you have one left.

As anyone in the industry knows, content marketing is a lot like juggling chainsaws. It’s easy, we’re told: You just have to consistently produce high-quality, engaging content. But if it were that easy, everyone would already be good at it. Statistics show we’re not there yet: 54% of B2B marketers say producing engaging content is their top challenge, and 50% say producing content consistently is.

Fortunately, just as you can learn to juggle chainsaws with practice and instruction (please don’t try this at home), you can learn to deliver quality, engaging content with a regular cadence. As you master the process, it will get easier. Eventually it will seem effortless to your audience. It might even feel (mostly) effortless to your content team.

Here’s how the team at TopRank Marketing keeps our chainsaws in the air.

#1: Consistency

A steady content cadence is invaluable for building your audience and serving your existing readership. The goal is to make your blog (or content hub) a habit – a reliable resource for fresh content. Setting that expectation with your readers, and then meeting it consistently, takes planning.

Start by creating your content marketing strategy. This document will help determine what your goals are, who your audience is, what type of content they need, and what types you will create.

Let your audience’s needs drive your goals. For example, a goal that states, “we will create fresh, high-quality content on X topics” is better than “We will post to the blog every day this year.” The latter is about deliverables; the former is about purpose, and is more likely to help you find the right cadence to meet needs.

With a strategy in place, you can develop your editorial calendar. This is where you will find the cadence that will allow you to deliver content consistently. Whether it’s once a week, every weekday, or twice a month, quality and consistency are far more important than quantity.

Plan your topics and content types at least a month in advance, but leave room in your calendar for timely posts, or random bursts of inspiration. Fill in any remaining gaps with plans for repurposing.

With a strategy in place to guide content creation, and a plan for what you’ll create, you can nail the consistency part of the juggling act.

#2: Quality

At first glance, “quality” seems like a subjective term. Your listicle on cat juggling might be pure gold for one reader, and pure lead for another. And it’s true that quality is dependent on the audience – so make sure your content is valuable to the people you want to reach.

First, make sure your content serves an existing search need. If people aren’t looking for help on your topic, you won’t have an audience. Use tools like Semrush, Keyword Planner, Google Search and Buzzsumo to explore. You’re not just looking for keywords to use: Look to see what type of content is already meeting people’s needs. That can help you get an idea of what high-quality content looks like for your audience.

Of course, quality means more than “designed to rank in organic search.” Your content should hit the center of this Venn diagram:

It’s vital to create at the intersection of your brand’s expertise, your unique insights, and your audience’s needs. Without unique insight, your content is indistinguishable from the rest. Without serving the audience’s needs, you’re irrelevant. And without expertise, your content will lack value.

Your content serves a business goal, naturally – that’s why it’s content marketing and not just “publishing.” But value is the engine that will get your content to that goal. Quality content is good for your readers and your business.

#3: Engaging

So now you have a plan for consistent publishing and you’ve done the research to create high-quality content. The final chainsaw to juggle is making the content engaging. The information in your content can be great, but if it’s a chore to read, people won’t get to the value.

There’s only one way to make content engaging: Write like a person. That means writing from the heart, with warmth and clarity and wit. That kind of writing invites people into a conversation, rather than trapping them in a lecture.

“But Josh,” you say, “I’m not writing about gooshy touch-feely stuff. I’m writing about cloud-based SaaS solutions. How do I write that from the heart?”

Excellent question, rhetorical person I made up. Regardless of what you’re writing about, think of who you’re writing for. You’re not writing to sell a SaaS solution. You’re writing to solve a problem for someone who desperately needs your expertise – and if you’re not doing that, go back to the planning stage. When you need help, you don’t want a lecture. You want someone who will empathize, even entertain, and gently guide you to a solution.  

As a writer at an agency, I will admit not every client’s product offerings thrill me to the core. Until we have a roster that’s exclusively jetpack, hot tub, and nacho companies, I may not emotionally engage with each business. But I can always engage with people.

That’s our job as content creators – to think of the person behind the problem we’re solving, reach out from the screen, and make a connection.

You May Start Your Chainsaws

Content marketing is a juggling act, and it takes time and practice to keep all the chainsaws in the air. Start with planning and strategy to enable consistency, put in the research to ensure quality, and practice empathy to make your content engaging. It’s not simple, but it’s possible to learn. Once you get in the rhythm you’ll delight your audience without risking life or limb.

Need help juggling your chainsaws? We’re here for you.


Email Newsletter
Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. |
The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content | http://www.toprankblog.com

The post The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content appeared first on Online Marketing Blog – TopRank®.

Click Here For Original Source Of The Article

Ads by WOW TRK

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

css.php