Here’s what we know: Content is king. However, as with most things in life, it’s not that simple.
Most marketers realize that awesome content is the core of a successful marketing strategy. But developing the rest of that content strategy can be a little tricky.
In the following video, Lauren Carlson of CRM demo site CRMSoftware.TV sits down with Eloqua’s Joe Chernov to discuss where some marketers go wrong with content marketing. Here are some key takeaways:
- Don’t block your content with forms. Yes, there are times when it’s appropriate to put a form in front of a piece of content, but there has to be give and take. You want to make sure that you have more free content than gated content.
- Use more images, fewer words. Many marketers could be described as loquacious. We love words and we use them a lot. However, more words doesn’t always equate to more effective messaging. Many buyers have a short attention span, and marketers need to develop content that caters to that — less words, more images, better styling.
- Use personal branding. Thanks to the boom of social media, we are seeing an increased desire to connect on a personal level. This is true in business as well. When you put out a blog post or an inforgraphic, attach the creator’s name to it. Then, your audience will feel more inclined to connect.
