5 Ways to Update your Content Marketing for 2019
Rosemary O’Neill, Founder & CEO of Narrative Company, Discusses How to Elevate your Content Marketing
When I started my entrepreneurial journey back in 1996, “content marketing” meant answering questions in online forums and IRC chatrooms. You can still do both of those things effectively, but 2019 demands a refresh of your content marketing strategy. However, your audience has shifted. They are consuming more content than ever, they have more choices competing for their attention, and they crave authenticity above all. If your content feels interchangeable with AI-generated fodder, you deserve to be tuned out.
First, write no junk. I propose that all new marketers take this oath, before pursuing a content marketing strategy. New physicians have to swear to “first, do no harm;” why shouldn’t other professionals do the same?
Here are 5 strategies that will elevate your content marketing in 2019 and beyond:
- Speak Up
It’s not OK anymore to have no opinion. Principled boldness is rewarded. Think about the voice of the Wendy’s Twitter account, good-naturedly poking fun at Burger King. In the past, that type of brand marketing wouldn’t have been received well. Now, as long as you’re being true to your brand values, you can find your own voice and speak up. Your audience will love you for it.
It’s hard to be inspiring if you’re not inspired. The world behind your laptop screen is too small and confining. Time to change out of your sweatpants, get out there, and mingle with other professionals. Find out what they’re doing right, what lessons they’ve learned, and put some new tools in your arsenal. One of the biggest and best networking events in this space is Content Marketing World. Bonus: you can visit the Rock and Roll Hall of Fame while you’re there.
Are you in a content rut? Have you been using the same blog template for 10 years? This is the year to bring in different types of media, and different formats. Record some podcasts, play with video, embed some gifs, lists or quizzes. If you’re feeling really frisky, make some Instagram stories. Text-centric articles are the spaghetti of content marketing. Add some pepperoni, some asiago cheese, some vodka sauce!
4. Team Up
Marketers are a social bunch. If you’re feeling too intimidated to create recurring content in any form, you don’t have to go it alone. Look for popular multi-author or industry blogs and ask if you can become a contributor. There’s power in numbers, and you can get a reputational boost by contributing thought leadership within your niche. Throughout my career, I’ve had the most surprising things happen when I jump out of my comfort zone and make a “big ask.”
Who said that Twitter, WordPress, Facebook, and Instagram are the only games in town? Don’t be afraid to try some of the other content platforms like Reddit, Medium, Quora, or even emerging content sites like Mastodon, Minds, or Narrative.
I challenge you to implement a couple of these ideas this year. In the tsunami of information, make yours inspiring, helpful, accurate, weird, something. Make it meaningful. Make it surprising. Just be sure to set up metrics so that you can see the impact of your experiments.
Have fun, and don’t forget: “write no junk.”
Rosemary O’Neill is Co-CEO/Co-Founder of Narrative, a new content network where members rule and are rewarded, and Founder of Social Strata, a leading SaaS platform for Fortune 500 brand communities. She has 20+ years of leadership in the online community space as an entrepreneur, writer, and speaker. She is a recognized innovator, Springboard alumna (SV2001) and a woman to watch in crypto.