The new year, 2017, is here. You’ve probably heard that there’s never been a better time to invest in content marketing, and the statistics don’t lie.
So I’m not going to try to convince you to invest in content marketing. Instead, I’m going to challenge you to adopt a few content-marketing resolutions to help make 2017 your most effective year yet.
1. ‘I will create only content with a purpose.’
We marketers have been so adamant that everyone invest in content marketing, that we’ve missed conveying a critical part of the message: The content we create serves a purpose.
Let me give an example: Suppose you read an article that says, “Publish one blog post a week as part of your content marketing strategy.” You do that, but you don’t publish with a purpose; you publish whatever you feel like writing about.
Now, imagine that one of your competitors is also publishing one post a week, but is using that content to support existing marketing campaigns, based on factors like target keywords, stages in the buying process or predetermined calls-to-action.
I bet you can guess who’s going to see better results.
Commit with me now. Don’t create another piece of content in 2017 unless you can definitely state why you’re publishing it and how you expect it to move your business closer to your marketing goals. Settle for nothing less than bad-ass content your followers will truly love.