B2B Content Marketers, Here Are Your New Year’s Resolutions for 2019

1 Jan

Content Marketing New Year's Resolutions

If you improve the word “ resolution” phonically, you will get “ resolute” and “ avoid. ” Kind of ironic, since all of us seem more likely to shun (persistently prevent, ignore, or reject through antipathy or caution) these self-assigned objectives than be resolute (admirably purposeful, determined, and unwavering) in attaining them.

Too often with New Year’ h resolutions, we set ourselves as much as fail. We lay out ambitious requires and drastic behavioral changes that will sound great in theory, but nearly invariably fall by the wayside amongst our busy lives.

B2B content internet marketers are plenty familiar with ambitious goal-setting. We’ re optimistic. We’ lso are driven. But perhaps we’ lso are not always realistic.

The whole point of environment goals is to achieve them. In the event that you’ re always setting extend goals, you’ ll never know exactly what success looks like.

In this spirit, I thought I might outline five professional resolutions meant for B2B content marketers in 2019 that are not only achievable, but (I’ ll argue) imperative.

Enough shunning. Let’ s get resolute and get over these five objectives.

#1 – Record Your Content Strategy (For Real Though)

Each year, when they conduct their annual benchmarking research, Content Marketing Institute (CMI) and MarketingProfs ask respondents whether or not they have a documented content marketing strategy. Each year, we’ re all surprised by how few say “ yes. ” (The 2018 study showed that will just 36% of B2B entrepreneurs reported having a documented strategy. Within the 2019 research , which was simply released this past October, that number had been 39%. )

Then, we do it once again. It seems absolutely insane that nearly two out of three marketers absence documentation for their content strategy. And many of us recognize this, but still we all just continue to let it slip.

Enough. Create 2019 the year where you actually make your strategies written down, in the form of the tangible doc that is visible plus accessible to everyone in the corporation.

Enough. Make 2019 the entire year where you actually get your #contentmarketing methods written down. – @NickNelsonMN #NewYearsResolutions Click To Tweet

#2 – End Focusing Your SEO Strategy upon Keywords

Many of us were trained around this primary principle of SEO writing: create that target keyword front-and-center within your copy. Place it in your title, within the first paragraph, and in multiple headers. Sprinkle it throughout your creating as liberally as salt on the bad steak.

While “ old-school” SEARCH ENGINE OPTIMIZATION has been on the outs, with articles that provides the perfect balance for robots and humans on an increasing increase, some marketers still regard key phrases as the end-all-be-all.

Forcefully stuffing keywords into the content often diminishes readability, and perhaps it can totally derail the primary points you’ re trying to create. To what end? Google is continuously getting smarter and more complex in the page rankings. As our Relate Director of Search & Analytics Tiffani Allen wrote here recently, elements such as mobile-friendliness and voice lookup alignment will increasingly hold swing in 2019 .

Simply take a look how far down anything keyword-related falls on this updated hierarchy of ranking elements from SEMrush:

SEMRush Ranking Factors Breakdown

Quality, wedding, and relevance will rule your day. Fulfilling search intent will be the prime directive in 2019 plus beyond, as Annie Leuman recently broke down for us.

When marketers understand #searchintent, we are able to create #content more tailored to the audience’ s specific needs, complications, and questions— helping gain presence, attract more qualified traffic, & build trust. @annieleuman Click In order to Tweet

If you are delivering on those methodologies, you needn’ t worry a lot about SEO writing in a way that scans like this SEO writing sentence plus makes you never want to type or even hear the words SEO writing once again.

#3 – Stop Talking to Walls

I’ ve suggested that one of the biggest complications in B2B content marketing nowadays is brands writing to users of their audience “ as if these were an intangible corporate entity rather than human being. ”

I continue to see this particular all the time: robotic blog posts aimed at nobody in particular, covering dry material within the dryest manner possible. Oftentimes, these types of uninspired content pieces are aligned with all the aforementioned SEO strategy of assaulting keywords with little consideration designed for quality or audience engagement.

Among the best content marketing predictions plus trends for 2019 listed by our own Caitlin Burgess is the elevated importance of building believe in and infusing personalization. That means developing authentic, relatable content that talks directly to a distinct human audience.

#B2B marketers have to stop thinking of how audiences ‘consume’ content, and begin thinking about how audiences want to encounter content. @CaitlinMBurgess Click To Twitter update

Time has come for editors and articles managers to prioritize this directive. I might even recommend an approach since stark as this to ingrain the particular practice for your writers: If you look at the first couple paragraphs of a write, and it’ s not instantly obvious that the voice is focused toward an actual person, send it in return for revisions.    

#4 – Move Outside of Your Content Comfort Zone

Of course , advertising content isn’ t limited to the particular written word. It’ s definitely the form most content marketers are usually comfortable with, because we so often possess backgrounds in writing. However , strategies that will don’ t incorporate varied mediums are quickly falling behind. Viewers want more than words.

The lowest-hanging fresh fruit is video. It’ s at this point easier than ever to create, requiring little more than the usual smartphone, and there’ s no questioning the impact . It’ s also kinda scary, since it sometimes means putting your face upon camera, and grappling with not familiar concepts like video scripting, plus sound design, and lighting (oh my! ).

If it helps, start little. Try creating a talking-head video from the desk and then self-scrutinizing, or connecting up with a few coworkers for a panel-style interview that’ s only dispersed internally. Once you start to get it straight down, you can level-up your ambition and begin actively integrating video marketing into the outward strategy.

Our Josh Nite has written that will “ next-gen content” (i. electronic. interactivity, visual appeal, multimedia elements) is going to be key to earning the interest of audiences and generating network marketing leads . The more proficiency you can gain with these content sorts, the better you’ ll be situated.

Be hyper-relevant and hyper-valuable with your #content, and you’ lso are far more likely to bring more prospective customers into your nurturing track. @NiteWrites #B2BLeadGen Click To Tweet

These movie tips for first-time video marketers plus design tips for non-artsy authors might help get you rolling.

#5 – Obtain that Google Analytics Certification

I’ mirielle guilty. I admit it.

Google provides free courses and assessments by means of Google Analytics Academy that will enable anyone to become certified using a GA Individual Qualification upon prosperous completion.

Our entire account management group, as well as our SEO, PPC, plus analytics teams are GA qualified and adept in leveraging the particular tool. But the certification may not be high-priority item for writers, or articles marketing generalists who have a group of analytics professionals behind them.

But it’ s a nice thing to have on your own professional ré sumé, not to mention assisting highlighting your analytical chops for a few of your key stakeholders or customers. And beyond the ceremonial factors, it’ s just good to get all that knowledge around content dimension and attribution in your brain.

Completing these types of courses and getting certified has been a continuous goal for me all year within 2018, and — although I’ ve gone through a few of the courses — I still haven’ t completed it. Womp womp. If you Researched “ disappointment” right now you’ g probably see …

Google Analytics Certification Joke

I realize from conversations with colleagues plus peers, however , that I’ mirielle not alone on this one. The GA certification seems to be that item upon many to-do lists that will keep on perpetually sliding. So , in case you’ re in the same motorboat, let’ s make 2019 the entire year we finally get ‘ im or her done. That means developing a firm program and sticking to it. Schedule amount of time in your calendar and don’ big t shun it.

#GoogleAnalytics qualification seems to be an item that keeps constantly sliding. Let’s make 2019 the entire year we finally get ‘ im or her done. @NickNelsonMN #ContentMarketing Click In order to Tweet

Here’ s to Resolute Entrepreneurs in 2019

Ready to get more resolute along with your New Year’ s resolutions this season? These five eminently achievable objectives offer a good place to start.

Almost every content online marketer could stand to be more arranged with documentation, sophisticated with SEARCH ENGINE OPTIMIZATION strategy, authentically human with their creating, versatile with their creation, and specialist with their measurement. With concrete, reasonable objectives in place, you can turn these types of from vague aspirations to practical accomplishments.

Want more help as you get ready for a bold new year forward? Check out Caitlin’ s best content marketing predictions for 2019 .

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