9 Content Marketing Tactics to become a Best-in-Class Content Marketer


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Our third annual industry study, 2014 Content Marketing Tactics Planner, revealed what over 500 marketers are planning this year. Here are the top nine content marketing tactics of these first-class professionals.

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  • Leaders outpace “Up and Comers” and “Laggards” for use of Content Management Technology
  • No significant difference based upon size of company or vertical (ave. = 14.6%)OTHERS: (These companies include media company participants, and CMI-related studies are skewed towards those already bought into content marketing)BtoB Magazine, Aug. 2013, n=197 21% CMI & Marketing Profs 2013 BtoC sutdy 28% CMI & Marketing Profs 2013 BtoB sutdy 33% n=1416 from North America (but I suspect includes media companies who outspend on content)
  • Leaders (the fox) Curate more frequently to support their own original content and plan to increase curation in 2014
  • 9 Content Marketing Tactics to become a Best-in-Class Content Marketer

    1. 1. 9 Content Marketing Tactics to become a Best-In-Class Content Marketer
    2. 2. Source of Insight Curata’s third annual study, Content Marketing Tactics Planner 2014 dove deep into the tactics of digital content marketing practices. Study Methodology and Demographics: Curata surveyed a total of 502 marketers in the fall of 2013. Participants included: – B2B vs. B2C: 53% marketers who took the survey were B2B companies, 12% were B2C and 28% listed themselves as both. – Thought leaders surveyed included CMI, B2B MarketingProfs and Industry Analysts. The results revealed that 71 percent of marketers are increasing their spend on content marketing this year. What are best-in-class marketers spending their increased content budget on? Read on for 9 top-notch content marketing tactics to include in your 2014 strategy! Curata's 2014 Content Marketing Tactics Planner © Curata, Inc. 2014 All rights reserved. 2
    3. 3. Tactic #1: Hire a Content Marketing Executive The survey revealed that 43 percent of organizations have a lead in place who is directly responsible for an overall content marketing strategy. The first-class marketers that have a content executive in place are better equipped to manage the content production and distribution process. Hire a marketer solely dedicated to content to organize the creation process and get more relevant, brand-aligned content out the door. Do you currently have an executive in your organization who is directly responsible for an overall content marketing strategy? (e.g., Chief Content Officer, VP or Director of Content) Curata's 2014 Content Marketing Tactics Planner © Curata, Inc. 2014 All rights reserved. 3
    4. 4. Tactic #2: Build a Content Marketing Team Once you have a content marketing lead in place, work on building out your content team. • Hire strong writers that can create valuable content for your audience that aligns with brand messaging. • Build a team of dependable, marketing-minded freelancers who create content that require minor editing. • Avoid “cheap” content: • Ensure that all the content developed for your brand is high quality and aligned with company standards. • Align your content marketing efforts internally by including writers and idea contributors across your organization in your content workflow. © Curata, Inc. 2014 All rights reserved. 4
    5. 5. Tactic #3: Content Marketing Specific Software 56% of marketers are using content marketing specific Which type of technology do you use for your content managementsoftware to manage their process? (e.g., editorial calendar, internal and external collaboration) content workflow and (select all that apply) distribution. Using technology to find relevant sources, organize your content workflow and publish content 56% consistently makes you a go-to source for information. Which content marketing technology can help turn you into a thought leader? Check out The Ultimate List. Curata's 2014 Content Marketing Tactics Planner © Curata, Inc. 2014 All rights reserved. 5
    6. 6. Tactic #4: Think About the Buyer’s Journey Consider the buyer’s journey when developing and publishing content. Driving leads was found to be content marketers’ number one priority, but they have not lost sight of the importance of engagement (priority number two here!). With engaging content for potential buyers and industry influencers, will come a higher quantity and quality of leads. Engaging customers is the name of the game for content marketing. Rank the following content marketing objectives for your organization in order of priority: (1 = top priority) Highest Priority Lowest Priority Curata's 2014 Content Marketing Tactics Planner Remember: Content isn’t finished once it’s published. It has to be measured and promoted. Here’s insight on how to reach more potential buyers and find out what content draws them in. © Curata, Inc. 2014 All rights reserved. 6
    7. 7. Tactic #5: The Content Marketing Mix What is your [desired] content marketing mix for each type of content? Syndicate d Content 10% 0% Curated Content 25% Created Content 65% First class content marketers aim to create only 65% of content, with the reminder being 25% curated and 10% syndicated. It’s nearly impossible to create 100% original content and keep up with the rest of the content published in your industry. Adjust your content strategy to include more curated and syndicated content to better leverage resources, engage buyers through higher value content and improve the ideation process. Curata's 2014 Content Marketing Tactics Planner © Curata, Inc. 2014 All rights reserved. 7
    8. 8. Tactic #6: Curation Annotation Many marketers are struggling with content curation; contextualizing content for their audience being the top challenge. Annotated curated articles, however, can provide your readers with diverse perspectives, add credibility to your brand and provide additional value with your added insights. How effective is your organization at executing across the following stages of content "curation"? Here are six different ways to annotate curated content. Additionally, with the increased budget for content marketing, more marketers will be able to implement content management tools to help find, organize, annotate and share content for their audience. Curata's 2014 Content Marketing Tactics Planner © Curata, Inc. 2014 All rights reserved. 8
    9. 9. Tactic #7: Content Curation Frequency Top-notch content marketers (16%) curate every day, and 48% curate every week. Audiences want fresh, relevant content daily; and if you’re not providing them with it, they’ll look elsewhere (perhaps to your competitors). How often do you curate/share content from 3rd party sources such as blogs, social media, industry publications or news sites with your customers and/or prospects? 25% 48% % of Participants 20% 15% 10% 5% If you can’t publish original created content daily, curate it! Supporting your created content strategy with curation takes only minutes a day and can increase your brand awareness, buyer engagement and drive more leads. Creation should stand as the backbone of your content strategy, but curation helps content marketers get quality content out every day. Check out this eBook for 100+ tips on how to Feed the Content Beast. 0% Daily 3 days per week Weekly Monthly Quarterly or less Never Content Curation Frequency Curata's 2014 Content Marketing Tactics Planner © Curata, Inc. 2014 All rights reserved. 9
    10. 10. Tactic #8: Content Curation Dedicated Time Curate content for 20 minutes per day (or less!). Many marketers (46%) are spending over 2 hours per day on curation. These marketers are most likely spending too much time searching for credible sources, annotating content that isn’t brand relevant and manually sharing to multiple channels. Implementing a content curation platform can help these marketers spend less time curating and more time publishing. For more information on how to curate content in under 20 minutes a day, check out this eBook, 5 Simple Steps to Becoming a Content Curation Rockstar. How much time do each of your team members spend on average, per day, curating content on days when they are curating? (i.e., finding, annotating, contextualizing and publishing/sharing content) Curata's 2014 Content Marketing Tactics Planner © Curata, Inc. 2014 All rights reserved. 10
    11. 11. Tactic #9: Sharing Curated Content Social media, blogs, newsletters and corporate sites are the top places marketers are choosing to share their curated content. Best practice is to publish this content on multiple channels in order to reach a wider target audience. Here are templates on how to curate content for various channels. On what channels do you currently share your "curated" content? Curata's 2014 Content Marketing Tactics Planner With content management platforms that have a one-click to multiple channels feature, it’s getting much easier for marketers to publish curated content for a wider audience. © Curata, Inc. 2014 All rights reserved. 11
    12. 12. Additional Resources eBook: 2014 Content Marketing Tactics Planner eBook: Look Book Content Curation Case Studies eBook: Content Marketing Done Right: Ethical Curation Guide: Content Curation Annotation Methods eBook: 5 Steps to Becoming a Content Curation Rockstar eBook: Open & Shut Case for Curation eBook: Stop Egocentric Marketing: Content Marketing Strategy Industry Resource & News: Content Curation Marketing Site www.contentcurationmarketing.com …and more online at: www.curata.com/resources Email: marketing@curata.com Twitter: @GetCurata LinkedIn Group: Content Curators 12
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