If you’re serious about content marketing, you probably need two things for 2015:
First, you need a content marketing strategy (I created a free framework about that right here).
Second, you probably need more content. 70% of B2B content marketers created more content in 2014 than 2013, and that trend will not be abating. You need content to address each persona. Content to address each stage of the purchase funnel. Content to address each question at each of those stages. (I took a stab at figuring out for you how much content you need right here).
But, the dirty secret of content marketing is that even when you’re trying to cover all of your topical bases, the truth is that a small minority of your content executions drive the overwhelming majority of your successes, especially with regards to website traffic coming from organic search. In reality, a lot of the content you produce (and we produce here at Convince & Convert) reaches a very small audience, while a few home runs drive most of the meaningful results.
What you need is a way to help determine what’s going to be “breakout” content marketing BEFORE you create it, not after it’s made. For the past few months, my team and I have been working with Inbound Writer to do just that – give us a crystal ball on content marketing success – and the results have been remarkable. We’re believers in predictive content analytics.
