Can you believe we’re already a few days into 2018? It’s hard to believe that 2017 has come and gone!
But as we recently discussed in our Key Content Marketing Takeaways blog series, much has changed over the past year. As we go full steam ahead in 2018, now is the time to work towards new goals and consider what we want our content marketing to achieve this year.
We know that making resolutions can be difficult, which is why we’re going to share a few ideas that will help you get the ball rolling.
Ready to set your content marketing resolutions for 2018? Let’s jump right in!
Discover a New Social Channel
The new year is a time for trying new things and discovering untapped opportunities. Why not start with a new social channel to promote your content?
Facebook may be considered a necessity for businesses right now, but it won’t be the top dog forever. It’s also no secret that organic Facebook reach has been on the decline recently, dropping as much as 20 percent in 2017.
To grow your business in 2018, find one new social channel to learn about and invest in it. Here are two suggestions for you to consider: LinkedIn and YouTube.
With over 500 million users, LinkedIn has been making a silent rise in the past year. Once simply a place to search for jobs, connect with co-workers on a professional level, and find new employees, the platform has evolved into a powerful channel for content marketers and now publishes over 100,000 articles each week.
YouTube is another social channel that marketers can use to up their content marketing game in 2018. Although the social video platform has been popular for years, the rise of mobile video consumption has made YouTube an even greater priority for content marketers.
Master Your Existing Marketing Strategies
Exploring new content marketing opportunities is exciting, but there is always room for improvement with your existing channels and strategies. This year, make it your goal to advance and invest in the things that you already know are working for your brand.
For example, let’s say that you’ve been having luck with Facebook ads. This year, take things up a notch and begin mastering more advanced strategies. This could mean learning how to hone in on your target audience on Facebook to create better content, or how to optimize your Facebook ad copy to drive more clicks.
Or, maybe you want to make your email content more effective. Your goal for this year might be to improve your email segmentation and personalization, which studies show improve the ROI of email marketing campaigns.
Commit to a Documented Content Marketing Strategy
Yes, we know that you’re probably tired of hearing it by now. However, a documented content marketing strategy is key to getting the results you want in 2018 and beyond.
According to the Content Marketing Institute, 75 percent of marketers cited a documented strategy as the top reason for their organization’s content marketing success. Yet, only 38 percent of B2C marketers have a documented strategy.
What this means is that you stand to gain a competitive edge in 2018 by simply putting your own strategies in writing. Consider the benefits of writing down your content marketing strategy:
- It’s easier to handle your workload, along with unexpected challenges.
- You’re more likely to make smarter use of your marketing budget.
- Everyone in your organization will be on the same page, working towards the same goal.
- It’s easier to justify spending more of your marketing budget on content marketing because results can be proven.
If you decide to use any of the resolutions we list in this post, let it be committing your organization to a documented content marketing strategy. By documenting your strategy, you will be far more effective at tacking the rest of your resolutions this year.
Storylift tip: If you need any assistance documenting your strategy, Content Marketing Institute has plenty of great resources to get you started.
Acquire a New Tool to Boost Efficiency
Savvy content marketers are always searching for new ways to improve their content processes and work smarter, not harder. If you want to boost the ROI of your content marketing campaigns this year, consider investing in smarter tools.
With so many free and paid tools available these days, choosing the right one for your organization can be a daunting task. A tool that works for one organization may not work for another.
If you don’t want to invest in a robust marketing platform, consider tools that will improve specific areas of your content marketing.
For instance, are you constantly forgetting to post to social media? You might be interested in a tool like Hootsuite to automate the entire process.
From content creation to analyzing metrics, there are tools that can help you achieve your goals at any stage. Whichever tool(s) you choose, remember to read the company’s case studies and to take advantage of any free trials offers.
Take a Content Marketing Risk
The most successful companies didn’t get to where they are today without taking a few risks along the way. To cut through the noise with your content this year, make it your goal to take at least one big content marketing risk.
In our last post, we discussed how Patagonia took a risk by taking a strong stance against President Trump’s decision to reverse protections of national monuments. Oreo made similar headlines when the cookie brand posted a gay pride-themed Oreo on Facebook, sparking both backlash and devoted fans as a result.
You don’t necessarily need to pick a side to take a risk. Here are a few other ways to be fearless with your content marketing:
- Be the first in your industry to jump on new tools or social platforms.
- Get creative with your content marketing and experiment with different formats.
- Don’t be afraid to take on hot topics or issues. If your audience feels strongly about them, then find a way to integrate them into your content marketing.
- Make bold (but not outrageous) predictions about your industry. Don’t rehash the same predictions as everyone else!
To be perfectly clear, your organization should be taking calculated risks (i.e., not random and unnecessary risk-taking). Think about the potential risk and reward, run it by the rest of your content team, and then make a group decision.
Strive to Become a Better Content Creator
Your content creation skills may be great, but everyone has room for improvement. Considering how fast the content marketing industry can change, this is especially true for content marketers.
This year, be sure to carve out some time to hone your craft in the areas which need it most.
For example, you might be an excellent writer, but maybe you aren’t yet comfortable with video format. Dedicate time each day to watching the best examples of video marketing by organizations that you admire and make note of what these organizations get right.
If your writing skills need some work, you can download our free 18 content writing tips to provide better value to your readers. After all, search engine algorithms may change, but tailoring your content specifically to your audience will always be a relevant skill.
Researching, writing, optimizing, designing—there are many phases of the content creation process. Each area is an opportunity for you to expand or advance your skillset and become a better content creator in 2018.
To kick your content marketing off to a great start in 2018, you need to set the right goals. With these resolutions, you can begin working towards a stronger performance in the new year.
Just remember to align your content marketing resolutions with the overall goals of your organization. With everything working seamlessly together, you’ll be able to reach your 2018 goals on time and on budget!