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Digital Marketing

Digital Summit Minneapolis: 5 Things We Learned About Effective Content Marketing

Posted by Skyler Crabill on Aug 15, 2017 1:29:30 PM


It's time to get digital again, Midwesterners. We were able to attend the Digital Summit in Minneapolis this week, Aug. 14-15, and got some great takeaways from this year's conference. One such presentation, courtesy of TopRank Marketing's Ashley Zeckman, dropped some awesome knowledge about content marketing strategies.

Here are five key points we grabbed from the session.

1. Readers are Savvy

There perhaps once was a time where you could get your veiled sales content in front of an audience without too much trouble. But as consumers become more and more saturated with content, they're becoming better at identifying the types that actually matter to them. With 200 million-plus web users utilizing some form of ad-blocking software and the average time spent reading an individual piece of content not much more than 37 seconds (on a good day), content creators will need to rise to the occasion and invest in high-quality content in order to capture quality leads' attentions.

2. No Risk, No Reward

You know that piece of content you've been holding off on, worried that it's too risky or is too different from what you've done before? The best way to make a bigger impact is to try new things—and on a regular basis. Stagnant, expected content is a quick way to lose audience mindshare. If you're not taking risks and testing out new content avenues, you are more than likely going to miss out on a golden opportunity. Keep your tried-and-true methods healthy and productive—but mix in potential new mediums every once in a while. 

3. Content is More Than its Medium

When planning out your content strategy, what considerations are you making? You're getting a good mix of written (short-form and long-form) content, video and maybe even podcasts and audio—but are you capitalizing on distribution as its own facet of your medium choice? Your content should be usable for your likeliest consumers—a third of video is viewed on smartphone, so you need to optimize for that. Identify who you want to consume your content, and make sure these specific key audiences see it. Distribute where they're at—and make sure your content resonates with their lifestyles.

4. Learn, Then Write

You may think you know what your content consumers want—but have you asked? You don't have to editorialize in a vacuum. You can build your content around the true wants and needs of your end user. Try surveys and research to identify what your most desirable leads would want out of your content. What questions are they asking? What are their biggest challenges? Build your content around the most direct pathway to answers for your key audiences.

5. Repurpose Your Best

There has to be a blog or social post or video short that you're particularly proud of—one that has ridiculously high engagement and captured the interest of your core audience. So why reinvent the wheel when you can make this content anew for your biggest fans? Repurpose your strongest content into other formats—add minimally and keep your time investment low. You're not building something brand-new from scratch, so you have a head-start on production. Plus, it's an area of interest you already have statistical proof your audience loves. 

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