With 2014 in full swing, it seems like everyone is brainstorming within their organizations to create amazing content for their marketing campaigns. While creating outstanding content does have a unique recipe that can differ from company to company, there is, however, a common list of lessons that spectacular content leaves behind. Here are the five lessons that can be learned:
In order for your content to gain authority, it may require the expertise of someone within or outside your agency in order to create it. This expertise may come from a vendor, industry expert, or even your customers.
The way you promote content can determine it’s effectiveness. While a big initial launch may get the cogs turning, using multiple methods of promotion are the key to see longevity when it comes to high-performance content. Make sure you aren’t putting all of your eggs in one promotional method basket and reach out into other methods that are new to you in order to better measure results.
Amazing content can be surprising! Amazing content not only drives high traffic and social shares, but it can knock your socks off with the type of leads it can create. Not only can you get new customers, but publications that you never knew about will show interest in the content. Following up with these people can be extremely fruitful for any agency!
Great content has a longer life span, and that’s a good thing! Sure traffic will die down over time, but if the content got enough of an initial response, you could turn it into an eBook, video, or countless other content mediums to give it new life and re-purpose it to a completely new set of viewers.
There is no way to predict the outcome of how content will fare. The best way to find out what works for you and your agency is to roll up your sleeves and to just get to work. Measuring feedback and other metrics on the content that you produce is one of the best ways to determine the course your agency should follow and improve upon. If results stall, try something new, like a different promotional method. The key is to treat content as a strategy instead of as one-offs that gain a little traction and then fall by the wayside.
If you have never created amazing content, the task may seem a bit large to take on, but amazing content is worth pursuing in today’s SEO landscape. Grit your teeth, and jump in as soon as you can—you’ll be glad you did!
Greg Secrist is the CEO and co-founder of BKA Content, a full service content creation company.