New Year’s Resolution: Review Your Content Marketing Efforts
By Rosemarie Ascherl-Lenhard, PR Foreman
It’s a new year, and a perfect time to take a quick review of the past year. Before we start doing the same old thing, we should take a minute to make sure what we’re doing is getting us the results we want. We’re cleaning, purging and issuing new challenges in our personal lives, why not do it for our marketing lives? Makes sense, doesn’t it?
As we are making these evaluations, it doesn’t hurt to check on industry predictions that can help us adjust our strategies to respond and align with recent discoveries.
Heidi Cohen’s blog post makes 10 predictions for content marketing success in 2019 that we find valuable as we navigate the shifting landscape. Here are a few highlights:
- Content saturation continues to increase, which is raising the cost of content marketing necessary to break through and get acted upon. Instead of creating new content, improve and transform pre-vetted content and use content audits to keep content relevant and increase traffic.
- Customers expect more personalized content experiences. Segment your email and other communications to deliver targeted messages.
- Post sales experience increases in importance. While customers may buy from you once, if you don’t gain their trust, they won’t stay customers.
- Content formats continue to diversify. Due to the use of more devices and screens tailored to personal and environmentally relevant needs, content consumption patterns continue to change.
- Influencers including brands remain relevant for content creation and distribution. Work with micro-influencers who have deeper connections with their followers.
Heidi has more predictions and recommendations, but the idea is to take the time to evaluate what you did last year, so that you can improve on it this upcoming year.
Happy New Year! Let’s make 2019 a successful one.