You've probably had an earful of predictions and trend reports already. Very useful and inspirational. But at times they can be a bit tiring. Especially if you’re still working on establishing your own content marketing program. If that’s how you feel here are five very specific ideas on what to spend your time and energy on in 2016.

1. 5steps to better
Pontus Staunstrup @PStaunstrup
Marketing
in 2016
Content

2. Welcome to content marketing
in 2016
@PStaunstrup
You've probably had an earful of predictions and trend
reports already. Very useful and inspirational. But at
times they can be a bit tiring. Especially if you’re still
working on establishing your own content marketing
program.
If that’s how you feel here are five very specific ideas
on what to spend your time and energy on in 2016.

3. 1. A documented strategy
@PStaunstrup
A solid plan will help you define workflow, content
production, channels and measurements. And that's on
top of setting out messaging, goals and target groups.
Lack of a documented strategy is the number one
reason companies fail at content marketing.
Creating and implementing a documented strategy is the
most important step you can take this year. Do it as
quickly as possible.

4. 2. A clear target audience
@PStaunstrup
Who do you want to reach with your content marketing?
Unless you have a clear idea about that this is really worth
spending time on. Deep insights about your target audience
will give you a better idea about what's on their minds, in
terms of challenges and opportunities.
In other words, exactly what your content should adress.
If you want to take a further step in target group analysis I
recommend that you develop personas for your key targets.

5. 3. Efficient content creation
@PStaunstrup
Are you creating your content as efficiently as possible? Do
you re-use and re-purpose for different channels and
occasions? Do you have a working content calendar to
ensure a steady flow of content? Do you measure the
effectiveness of your formats and topics?
Start with content planning, a proper editorial calendar.
Then look at efficiency in both production and re-use. And
make sure you never use your content only once.

6. 4. Focus on distribution
@PStaunstrup
It's not enough to post content on your own site for your
target group to flock there. You really need to work just as
hard on getting your content in front of your target
audience as on producing it. Twice as hard really.
Create a proper plan on how and where you share your
content to make sure you cover every option. And always
think in terms of converged media - you want paid,
earned and owned media working together, instead of
having separate strategies and a siloed set-up.

7. 5.Work on your KPIs
@PStaunstrup
If you’re not measuring your content marketing, it's high
time! Start by setting specific goals, that way you know
what to measure and what kind of KPIs to set.
After that, look closely at the channels and formats you're
using. Do all of them deliver the results you want? Are all
of them efficient?
Finally make sure to put your numbers into a context. You
need to make sure the recipients actually understand
what the figures mean and what you are doing.

8. Want to go further?
@PStaunstrup
If you've accomplished these five steps and still want to
improve your content marketing I suggest you revisit
those trend reports and see if you can find something
worth testing.
Constantly trying out new things and re-evaluating what
you're doing are important parts of successful content
marketing.
Good luck with your content marketing in 2016!

9. Any questions?
@PStaunstrup
@PStaunstrup
https://www.linkedin.com/in/
pontusstaunstrup
www.staunstrup.se/en
pontus@staunstrup.se

10. Images:
@PStaunstrup
Frontpage: Lorant Szabo, Wooden staircase
Page 3: Pencil #001
Page 4: Steve Snodgrass, Foam heads
Page 5: s4squ4tch, Sharpen
Page 6: Fernando Rodrieguez, Magic Combat
Page 7: Barbara Krawcowicz, Proper measure/ment
All from Flickr, used under Creative Commons