content-marketing-strategy

3 Ways to Get More Out of Your Content Marketing

content-marketing-strategy

Marketers are starting to understand the importance of great content. According the Content Marketing Instituteโ€™s Annual B2B Content Marketing Trends Report, 56% of marketers have increased their budget towards content marketing in the last year. Content marketing is far from a fadโ€”itโ€™s here to stay. Social media, blogs, press releases, podcasts, articles, podcasts, webinars, newsletters, videosโ€”it has never been easier to produce great content that delivers stellar results.

And perhaps all of these options are overwhelming. Though marketers are making significant progress in their goals, many are still ambivalent about the overall effectiveness of the strategy; they have issues measuring return on investment (ROI), along with both long and short-term viability. Joe Pulizzi, the self-proclaimed โ€œposter boyโ€ for content marketing (and also the founder of the Content Marketing Institute), diagnoses this problem as having the โ€œjack of all trades, master of noneโ€ syndrome. Due to the fact that there are many different avenues to take when doing content marketing, itโ€™s easy to get overwhelmed by the possibilities. This will segue into our first pointโ€ฆ

Start Small, Then Get Big

With so many forms of content, and so many platforms to deliver it, you need to simplify your strategy, at least in the beginning. An empire isnโ€™t built in a day; you donโ€™t immediately need to launch a content marketing scheme that uses 15 different tactics to produce and deliver content.
When youโ€™re starting out, you want to focus on 1-3 tactics at a time. For example, you could focus on launching your blog and newsletter to start, then once thatโ€™s built and running efficiently, start producing podcasts, then videos, etc. You donโ€™t want to put your hands into too many baskets, as it will divide and weaken your attention and your focus.

Besides all of that, starting small is just financially intelligent. If youโ€™ve allocated a budget, you donโ€™t want to blow it all on a needlessly ambitious content marketing plan. Even if you have a large budget for content production, you want to first test the waters to see if your strategy is effective. Once youโ€™ve tested and measured your results on a small scale, you can expand and accelerate your plans.

When thinking of your content marketing game plan, draw it up in stages. Example: In Stage 1, Iโ€™ll get on as many social media platforms as possible. Then Iโ€™ll create blog posts/articles that can be shared on those platforms. In Stage 2, Iโ€™ll shift the efforts from text-heavy content to something that is easier to consume, like videos, podcasts, etc. You get the idea.

Quantity is Great, but Quality is Better

Once youโ€™ve tested the waters a little bit, and have rolled out a few tactics in your content marketing campaign, itโ€™s time to really dig deep. You can produce and deliver content in 15 different waysโ€”fine. But find out what you really excel at. Is it epic blog posts? Entertaining videos that hypnotize an audience? Engaging social media that sparks in-depth conversations between you and your customer? Make it your mission to be known for one thing. Once you find your content specialty, ramp it up tenfold. Brand your web presence around this specialty. If you write epic blog posts, for example, spread this fact as wide as possible. This is how you become the go-to resource or authority in your market.

When you focus on quality, you donโ€™t have to worry about longevity. The gas mileage on epic content is superbโ€”youโ€™ll continuously get new customers, fans, prospects by having great content.

Know Your Endgame

Donโ€™t be a marketer that goes โ€œall inโ€ on a strategy without having a goal or endgame. Look at this statistic from the Content Marketing Institute: โ€œ93% of the most effective B2B content marketers cite lead generation as a goal, compared with 64% of their least effective peers.โ€

Lead generation is the best metric to determine the effectiveness of your content marketing. It isnโ€™t brand growth, or social media sharing (although both are very important, just not the best metrics), itโ€™s the amount of new leads you get and the quality of those leads. Lead generation is the ultimate endgame, so you need to measure absolutely everything within your content marketing campaign. Measure how much web traffic a piece of content generates; measure the social media results; take note of any spike in the number of blog comments you receive.

Without knowing your numbers, your campaign will suffer as you cannot know whether the tactics youโ€™re using are effective or useless. Without numbers, you canโ€™t expand your budget, and you canโ€™t roll out new strategies. You will be no closer to the endgame (the generation of new leads) than when you started. Youโ€™ll be a hamster running on a wheel.

When you capture new customers, subscriptions, and signups, youโ€™ll know if your campaign is worth keeping or discarding. Remember:ย  Test the waters, focus on excelling at one tactic, then measure every result so that you can snag new leads. Make the most of your content marketing efforts this year.

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Joseph Riviello

Joe Riviello is the CEO of Zen Agency, bringing over 22 years of experience in e-commerce and holistic marketing, with deep expertise in WooCommerce and WordPress. Passionate about technology and user experience, Joe helps businesses scale through tailored digital strategies, working with clients in retail, healthcare, and finance to deliver measurable results. An AI pioneer, Joe has completed MIT online courses in AI/ML and holds a certification in the MindStudio AI platform. He leverages AI to enhance e-commerce, developing tools like AI-powered WooCommerce plugins that analyze store data to boost profitability. Joe also uses Model Context Protocol (MCP) servers to enable real-time data analysis, scaling solutions for businesses of all sizes. His experiment with seotopicalmaps.com highlighted the importance of EEAT in AI content, a lesson he applies to every project. Joe excels in streamlining operations, implementing structured frameworks like Value Engines to optimize SEO deliverables and ensure scalable success. A recognized thought leader, he speaks at conferences on digital marketing, AI, and business scalability, advocating for data-driven strategies. His expertise in WooCommerce and WordPress ensures clients achieve faster load times, higher conversions, and seamless user experiences. Leading Zen Agency with a calm, confident approach, Joe inspires his team to deliver tailored solutionsโ€”whether optimizing a WordPress site or deploying AI agents. Ready to grow smarter and faster? Explore Zen Agencyโ€™s to see how Joe can help your business thrive in the digital age.

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