Last week I had the pleasure of listening to Pawan Deshpande from HiveFive
and Rick Burnes from Hubspot discuss best practices to feed the hungry content beast. The event, sponsored by the American Marketing Association, really clarified the challenges in content marketing today. The aim of great content is to draw customers in thoughtfully and consciously, building relationships and providing added value. Easier said than done. With multiple channels to feed weekly and daily, marketers can be overwhelmed with the pace of churning out text.
Still, a battle worth fighting. They shared some statistics that were pretty amazing:
• Companies that blog on a regular basis get 97% more inbound links
• 55% more website visitors is a benefit to companies that blog
• Weekly or twice weekly seems to be the sweet spot for blogging ROI
I loved that they discussed the concept of content curation. eContent Magazine defines content curation as the act of discovering, gathering, and presenting digital content that surrounds specific subject matter. Unlike traditional content creation, curation does include generating content, but instead, gathering information from a variety of sources, and delivering it in an organized fashion.
The future of content marketing is now about creating new content, but also further specialization. Companies must be able to identify and embrace their niche and then find channels to prove their area of expertise through both content creation AND curation.
What is your area of expertise and are you effectively getting that content to your prospects? Let me know what works for your company!