Welcome to 2015!

You may have already made your New Year's resolutions for content marketing, but here are a few more from an article I penned for Lionbridge:

Resolution 1: Create content to meet customers’ needs, not yours.

This is the key to engagement and relevance, which is one of the top challenges facing B2B and B2C marketers. According to the Content Marketing: 2015 Benchmarks, Budgets and Trends surveys, B2B marketers (54%) ranked that their number-one challenge and B2C marketers (50%) placed it second.                                                  Action Item: Use customer perspectives to drive content activities.

Resolution 2: Integrate the sales cycle into content marketing and campaigns.

This isn’t a new idea, but many marketers still struggle to deliver a mix of content that supports people who are researching, browsing and ready to buy--and supports the sales team's efforts at lead generation and nurturing. Action Item: Look for key points in your buy/sell cycle to create new content.

Resolution 3: Do more with video.

This is an effective way to increase the types of content you produce (another big challenge identified in the CMI/MP surveys). According to Social Media Examiner’s Social Media Marketing Industry Report 2014, almost 75% of content marketers planned to boost their use of original videos. Will you be one of them?                           Action Item: Develop short videos for your site or in-store/tradeshow kiosk.

For more details, read the entire article: 3 New Years Resolutions for Global Content Marketing and Campaign Managers.


Image via Paperless Post.