5 Ideas for More Effective Content Marketing

From a content strategist (it’s me, hi) who’s working with email and influencer marketing and growing a corporate blog:

📌 Align content goals with marketing objectives

Each piece of content should serve a specific purpose in achieving these objectives.

For instance, if I’m growing a corporate blog as a marketing channel, before getting down to action I need to decide: which stage of the marketing funnel is the blog gonna be at?

Am I using it to tap into the new audience, drive existing audience to purchase or establish loyalty with the users? Which metrics am I gonna use to track effectiveness? How do I know I’ve achieved the marketing goal?

📌 Set hypotheses for each content channel and test them

This will help you move from ready strategy outlined in a file into the strategy execution stage where you go step by step, figuring out what actually works for growth and supporting it with real data rather than intuitive guesses.

📌 Focus on quality over quantity

I find it especially true when working with email-marketing. In order to NOT burn subscribers out with constant letters — even if they consist of quality content — try reducing the number of emails sent to all subscribers weekly.

And simultaneously add more targeted and preference-tailored emails to smaller segments, which helps grow open rate and clicks, and keeps audience more engaged.

📌 Create time and space for content distribution

Creating content is great, but it matters little if no one sees it because then your content doesn’t fulfill its main purpose: driving leads and converting them into purchases.

Make sure you decide on distribution channels for each content piece and distribute it well — it can be influencer marketing, targeted ads, partnership posts and your corporate channels like social media and email.

📌 Talk to both colleagues AND competitors in your niche

While exchanging ideas with the companies that share your values and create similar products is beneficial, what’s even more insightful is talking to your competitors.

I like to approach these talks from the position of partnership and collaboration rather than competition. I’m not here to steal your ideas or sniff out your weak spots. Instead, let’s have a call to discuss both our approaches and share some best practices to test out!