It’s been almost a decade since Bill Gates’ illustrious quote ‘Content is King’ reverberated around the digital world, and yet the words still resonate today.
With over 57% of marketers declaring time limitations as the biggest hurdle when it comes to implementing a successful content marketing strategy, a solid content plan has never been more vital. The struggle continues to balance a successful content strategy with the budget and resource afforded to marketers. This month, addmustard’s content marketing infographic shines the spotlight on value vs resource.
One of the most important factors when creating content is quality. A simple concept, but one that is quite often overlooked. Eating up valuable resource to create content that is of low quality is not only a waste of your team’s time and your department’s budget, but could actually harm your chances of visibility in the SERPs and damage your brand’s reputation. With over 5 billion gigabytes of content produced each day, your content, quite simply, must be heard over a very noisy and cluttered marketplace. And there is only one way to achieve this: Analysis of competitors, of your audience, of search trends, and of your industry.
Yet production is only one cog in the content wheel. It is vital to track content performance. With over 27 million pieces of content shared each day, social signals are just one of the indicators of how successful your content marketing is. Driving views, shares or sign ups via the likes of email, Twitter, LinkedIn or Facebook can help establish what is working and what isn’t. Add in further insights, through metrics such as bounce rate and time on page, and your ability to refine and improve stands in even better stead.
But ultimately, the key to 99% of content marketing triumphs is the foundation in which it sits. Without a structurally sound and comprehensive site architecture, your content will be lost. This means a seamless journey across mobile, tablet and desktop devices is essential. For your audience to find and engage with your content, the content itself must be accessible.
For addmustard’s square meal approach to balancing content resource, take a look at the infographic here.