5 Content Marketing Strategies You’ll Want to Try in 2014

Feeling underwhelmed by your current content marketing campaign? If your content marketing in 2013 was about as successful as selling hamburgers to vegans, you may feel like nothing works…but don’t give up just yet. 

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Many facets to content marketing exist, but that doesn’t mean you can’t find a strategy that will work for you. Below I listed five strategies you should try in 2014. Done right, they can make you believe in content marketing again! Here we go… .

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1. Go BIG or Go HOME

Your one or two blog posts a month may not be enough to create a buzz and increase awareness for your brand.  But, if your time is limited and you want to inject some life into your content marketing campaign, try running a contest.

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Running contests is not a new idea, but one you should give a try. Why? Because with a little effort, you can reap BIG rewards. Consider running a contest where participants enter by sharing and engaging with your content or offering their email. If the prize is something they desire, you will see more buzz than any one blog post could ever bring.

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Diamond Candles enjoyed much success running weekly contests. Entrants participated by “Liking” their Facebook Page and opting in with their email. The company gave away their products as prizes and generated numerous buzz as a result.

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Diamond Candles Contest

IMAGE: Diamond Candles

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In just six weeks, the contest produced the following stats (without using any additional advertising – data source here):

  • 30,000 New leads
  • 40,000 Repeat Participants
  • + 148,000 Facebook Fans
  • 35% from Mobile

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2. Case Studies

Case Studies are predicted to do well in the coming year. I like case studies because they not only introduce people to your brand, but they also introduce people to the value you offer.

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Actions speak louder than words. You can preach to your audience about how amazing you are…or you can just show them with real–world results (case studies) and let them arrive at the same conclusion. The latter will increase conversions significantly.

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3. In-depth Content

What is in-depth content? Before I tell you what it is, let me tell you what it is NOT… It is NOT the typical 500-word article that companies write only to fulfill SEO requirements because they think that’s what Google wants. The term “in-depth” arrived on the “Google” scene when Google began highlighting in-depth articles in its search results back in August.

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Here is an example: When I search for “stem cell research” in Google, on the bottom of page one I see this: IMAGE – Google In-depth We can deduce from this example that Google values this type of in-depth content and will continue to highlight it. How do you create in-depth content?

  • Solve the deep needs of your audience with your content. Don’t just write; provide solutions. This will require research;
  • Create posts of at least 2000 words or more (Rule of thumb: If you didn’t answer the question of your post completely and thoroughly, your post isn’t enough words. The audience shouldn’t have many questions on the topic after reading your in-depth article.);
  • Use Schema.org or Article Markup;
  • Participate in Google Authorship;
  • Share your logo with Google.

Google discussed some of these points in more detail in this blog post. To find examples of in-depth articles, search for a keyword in Google and take a look!

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Google In-depth articles

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4. Micro-videos

It’s no surprise that videos continue to top the charts when it comes to successful content marketing strategies, but the rise of the micro-video is a trend we cannot dismiss. The infamous Twitter Vine app gave way to this new trend and Instagram has followed suit with its new video feature. These videos are 3-15 second snippets of footage that social users not only love watching, but they also enjoy sharing liberally.

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And in recent news, Instagram introduced a new feature that will give brands the ability to send photo and video messages directly to followers allowing posting and conversation around the piece of media. Jaguar used Instagram to shoot a 14-second video featuring a timeline for the launch of its new F-Type Coupe.

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Jaguar Instagram video

IMAGE: Jaguar
Image Credit: http://web.stagram.com/p/606574092954471182_55680097

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5. Devise a Plan

According to a B2B Content Marketing study by the Content Marketing Institute, the two top reasons why businesses could not execute in 2013 was because of a lack of time and an inability to produce enough content. Contrary to what you may think, businesses can solve those issues by adopting a solid, forward-thinking content marketing plan. . Here are some elements to consider when crafting a content marketing plan:

  • Types of content;
  • Content specific to personas and also to varying stages of the sales cycle;
  • When to publish (create an editorial calendar for at least one quarter of the year with specific dates and include tentative dates for the rest of the year. Add a date on the calendar to revisit results and strategize for improvements/changes and nail down the next three months also.).

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Conclusion

One last thing! Before you dive into these strategies, don’t forget two foundational keys to content marketing success:

  1. Know your audience intimately (create personas, research, etc.).
  2. Stay consistent with what works. . Taking these two points into consideration and breathing some new life into your content marketing campaigns in 2014 can be just what you need to see the results you desire for your brand.

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 What content marketing strategies have worked for you? Not worked for you?

  • Sharon Operad

    Great Post! I think the big question for most of us what to do once you create amazing content, how to get the kick start for all that buzz.

  • KatarzynaPietka

    Hi Sharon, you can find useful tips on content promotion on our blog as well – take a look at #Social Media Basics category, for instance. We’ll post more about content marketing in the upcoming year, so stay tuned :)

  • http://j.mp/Dtrck Juliana Fitzwater Julia

    Every business owner have to find his secret weapon to succeed in business world.He must stand out,this is very useful tips for that!

  • KatarzynaPietka

    Thank you, Juliana! Hope you’ll get back to us for more :)

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    This is really going to help me in the related topic..A very nice and informative post to share..

  • http://websurgenow.com/joes-blog/a-stellar-website-is-worth-the-investment/ marketing Rochester NY

    Nice one

  • KatarzynaPietka

    Thanks, George! Stay tuned for our next posts :)