Content marketing is expected to become an integral part of digital marketing and search engine optimisation in 2013. Digital tactics now rely heavily on the integration of quality content into the wider marketing strategy.
As a result, new roles are developing to fill the need for a comprehensive content marketing strategy that needs to be tailored to brand and niche.
When creating a sustainable content strategy, there are number of considerations to take into account to keep up with the competition in 2013.
Unified Content – Your content will need to have greater focus and direction. Churning out random articles, however relevant they may be, and hoping they will stick is going to be a thing of the past.
The idea of unified content is set to take off as an increasing number of organisations realise they must plan their content in advance and around their marketing strategy as a whole. Look to integrate your print and online content with a comprehensive content strategy and annual content calendar.
Plan your content around key events within your niche as well as seasonal trends in order to strengthen your content’s effect online.
Content Mission Statement – Most businesses now know how important content is to their success online. But creating content for the sake of it is not a cost-effective method of online marketing. In some cases it could even be detrimental to your strategy is you do not have clearly defined goals in mind. 2013 is all about the content mission statement.
What is it exactly your content expected to achieve? Is it to increase brand awareness, attracting certain traffic or readers to your site? Most likely it is a combination of different things. Too many businesses focus on the need to utilise content and social media platforms without any real underlying strategy.
Create a content mission statement that will give your content marketing strategy direction and purpose, helping you to deliver the right content to the right audience and subsequently grow your online business.
In-House Journalists – Gone are the days when businesses could get away with pages of poor quality content stuffed with keywords. 2013 will likely see an increase in in-house journalists for organisations looking to create quality content that really engages their customers and reflects their brand values.
Professional in-house writers will need to be able to write in a variety of different styles and for different online platforms. 2013 will likely see an improvement in the quality of online content as Panda looms and
Content Repurposing – High quality content comes at a cost so you can expect to see a great deal of content repurposing as companies search for more cost-effective methods of content marketing. The recycling of current copy to turn it into linkable content assets will become increasingly common.
Refreshing old content should be part of your content marketing strategy to ensure all content is kept up to date and is evergreen. This will help it to remain linkable for longer.
New Media Content – New media content is becoming increasingly popular as it enables sites to provide information in an interesting and digestible format for a variety of audiences. Content marketing strategies have already begun embracing new media platforms.
From product videos to slideshows and infographics, 2012 has seen an explosion in linkable content assets across multiple platforms. For 2013, it is likely that we will see an increase in animations and industry specialists are predicting podcasts and e-books to be huge.
Content Distribution – Content distribution will be another consideration for your content marketing strategy in 2013. Businesses should be thinking about online and offline publications of their work in order to maximise their asset potential.
Even if you create truly great link-worthy content, if you don’t distribute it correctly it is unlikely that everyone you want to read it can see it. As a result, a comprehensive content distribution strategy is essential to help your content achieve its full potential. In 2013, it is likely that many businesses will focus on their off-site content’s ability to appear in the search engines.
It is expected that brands will target both traditional and digital media to complement their SEO and online marketing strategy.
About the author: Kira works for The WebMarketing Group, an internet marketing company specialising in increasing traffic and conversions. If you want to know more about creating a content marketing strategy to complement your SEO efforts and attract high quality links naturally, talk to The WebMarketing Group today to find out more. Alternatively, find them on Twitter and LinkedIn.