As the new year kicks off, marketers are determining how they can improve their efforts as they lay out their plans for 2012. One strategy that won’t be going away anytime soon is content marketing.
If 2011 was the year that content marketing caught on – 2012 will be the year that marketers take it to the next level. More and more marketing programs will not only include content marketing but rely heavily on it to increase leads, generate brand awareness and achieve thought leadership initiatives. In fact, as you may have seen in a previous article of mine – the 2011 B2B Marketing Trends Survey Report our company, HiveFire, provider of content curation technology Curata, conducted found that twice as many B2B marketers now employ content marketing as they do print, TV and radio advertising.
Content pros that kick off the year right will focus on telling a story, utilizing social channels and participating in industry conversations. For those still shaping up their plan, consider how to implement these hot trends for content marketing in 2012:
Telling a story with your brand
Gone are the days of simply repurposing marketing materials to push content out to potential customers and website visitors. Companies who connect their brand to relevant current events and industry trends will become seen as thought leaders by their audience keeping them engaged and coming back for more.
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Leveraging social channels to improve your SEO
It is no surprise that social media is going to continue growing in the new year. What will be interesting to see, however, is the role social channels will now have in SEO. The more marketers integrate their content marketing across multiple channels and increase their “social media footprint,” the better their search results will be. Several technologies and tools exists that aid marketers in this integration and the marketers who figure out how to effectively utilize these will have a leg up on their competitors.
Having conversations with your competitors, your customers and industry luminaries
Brands that position themselves as trusted resources in their space will likely be successful in the new year. The best way for marketers to achieve that position will be by breaking through the barriers of communications with their competitors, customers and fellow industry thought leaders. It is vital to position your site as a “go-to” resource for your audience.
Content curation – the process of finding, organizing and sharing content online, is one way that marketers are taking on these goals in the new year. This process allows marketers to ensure the content they provide their audience is relevant, timely and integrated with social channels. By curating content of industry leaders, competitors and even customers, marketers can take the next step from being simply a content marketer to being a specialized content marketer in 2012.