Focus on quality over quantity
It’s always nice to commit to posting new content at a certain frequency but realistically if it is not quality content then it’s better not to go through the effort. When marketers get into the habit of creating content for the sake of creating content, they have lost sight of the purpose. If that is not clearly defined then don’t create it. When financial marketers produce quality content and they see results from their efforts, they are likely to continue to see positive results with future pieces of content . It can be as simple as do more of what works and less of what doesn’t.
Make a plan but be constantly willing to change
It’s always important to create a content plan but that plan should not be set in stone. There should always be some room for learning and analyzing what’s working and what’s not and apply it to the content plan. A content plan should have topics that target the buyer person at the awareness, consideration and decision-making stage of the buyer’s journey. If new pain points are uncovered or new information is learned that impacts the decision phase then new content that addresses those areas should be created.
Ensure content is seen by the right audience
With so many tools and resources available it’s easy to get your content in front of the right audience. Have you ever heard the saying, “if a tree falls and no one is around to hear it does it still make a sound?” This is also true with content marketing. If no one sees your content, it can’t get the desired results. Marketers can research their target audience and know where they spend time online and promote content on those websites. Additionally, leveraging an email newsletter can get your content to the audience that you’re trying to reach.
Getting content marketing right is no easy task but with the right goals, planning, resources and tools in place, every financial marketer has the ability to succeed. As a next step after reading this article, carve out some time to evaluate your content marketing strategy and make a on how you can incorporate the 5 ways to get content right mentioned.