While the digital marketing landscape continues to evolve, one thing is for sure: Content is still King. However, this doesn’t mean you can continue with the same content marketing strategies you developed a few years ago.

In the past, only the most innovative, forward-thinking companies were using content marketing to create brand awareness and connect with potential customers. Now, content marketing has become a necessary part of building a business, and companies without a solid strategy run the risk of being left behind.

Up to 91% of B2B marketers are now using content marketing so they can reach prospects and customers, and approximately 86% of B2C marketers use content marketing as part of their overall marketing strategy.

This means that if you haven’t recently updated your content marketing strategy, now is the time to do so. If your content marketing needs a refresh, here are some ways you can replace stale strategies and create the type of content your customers are looking for:

Commit to a Content Marketing Strategy

Only 37% of B2B marketers have a documented content marketing strategy, while 38% say they have a strategy but haven’t taken the time to document it. If this sounds like your business, your first step is to commit to a strategy. A solid strategy will ensure everyone in your team is on the same page, you know what to expect, and you can get the most out of your marketing budget.

Inspire Trust

Take a look at your current content. How many of your blog posts and social media posts are focused on your business, and how many are focused on helping your prospects and customers? If you haven’t yet developed a buyer persona, this is a great tool since it will allow you to pinpoint exactly what your audience is looking for.

The best content is valuable, engaging, and helpful. It helps readers solve a problem, and positions your business as an authority in your industry- inspiring trust. When your audience trusts you, they’re much more likely to choose your business when they need the products or services you offer.

Instead of continually pumping out self-promotional blog posts, emails, and social media updates, find ways that you can help your prospects solve the problems keeping them up at night.

Pair Content with SEO

Content and SEO go together like bread and butter. Without SEO, your carefully crafted, interesting blog posts are unlikely to end up in front of your target audience.

While the days of keyword stuffing are long gone, SEO is still critically important. You need to find the keywords and similar phrases and words your prospects will be searching for online. Then, you can create content around these topics. A great SEO strategy will also involve finding backlinks, smart internal linking, and content optimization.

Think Outside the (Blogging) Box

The way we consume content is changing. That’s why it’s important you ensure your content can be found in as many formats as possible. One way to do this is to refresh your text content with updated information and then turn it into a video. In the United States, video will soon represent over 85% of all internet traffic, so consider how you can use this channel to reach your customers.

Infographics are another excellent option here. They’re easily shared on social media and can be a great way to gain backlinks from other websites which share them with their audience. The more formats available to your audience, the more easily your content is shared and the greater your chance of reaching new prospects.

Content marketing costs 62% less than traditional marketing, and generates three times more leads per dollar spent. By using the above tips, you can get the most out of your marketing budget, and ensure you’re increasing brand awareness.

Not sure where to get started? We can help. Get in touch today to learn how.