If you want to know “How Effective is Content Marketing”, you could do worse than reading this article in Forbes. Beyond discussing data based on surveys, the author manages to insert one line that should resonate with anyone who has tried content marketing:
As with social media it’s not the theory that’s controversial, it’s the execution.
Somewhere between concept and measurement, effective execution seems to get lost. Mostly this is the case when brands jump from theory right into execution without the planning step in-between.
But, making content marketing work means taking the time to develop a strategy, starting with:
- Selecting vehicles by measuring impressions –Should you put your efforts into publishing on your own site or focus more on placing content on complementary sites?
- Following Best Practices regarding keywords –Are you using a keyword tool to ensure your posts are found by consumers who might purchase your product or service?
- Keeping it short and sweet – the more information available, the less we want to read. Short yet powerful posts rock.