ANA: Content Marketing is Heating Up. But Don’t Burn Out!

amp8220For us itamp8217s been a steady drum beatamp8221 says researcher Wendy Ball amp8220Perennial questions have been amp8216What are the trends and best practices for how companies and brands are using content to engage customers and prospectsamp8217 Of late questions concern more about the amp8216howamp8217 and less about the amp8216whyamp8217 As more marketers implement content marketing programs they want to know how to measure the effectiveness of content marketing how to increase results and how to run an efficient operation for example how to create a content editorial calendaramp8221One reason marketers may be looking for more specific tools is because they feel overwhelmed by the sheer amount of content and the speed of social media When ANA members chose amp8220content marketingamp8221 as the 2015 word of the year some verbalized these challengesOne member asked amp8220Isnamp8217t there enough already I certainly donamp8217t need more contentamp8221Another responded amp8220I hope someone is measuring the ROI on all thisamp8221The Internet is infinite budgets and work hours are not So how are brands to tackle the content hydra The short answer StrategyA thoughtful strategy that is executed through careful organization will keep teams focused and prevent content burnout Brands that want to increase efficiency and cut through the clutter can start with consumer insights Those insights can lead to topics for content and help brands choose the appropriate channels for audiences Clear goals and priorities are key In a recent ANA Magazine article on preventing burnout Senior Vice President and CMO of McDonaldamp8217s Deborah Wahl cautioned marketing teams not to meet performance pressure with more activity She explained amp8220amp8230 big relevant ideas have more impact than relentless activityamp8221 To increase content marketing performance marketers can choose not to simply increase the number of content items they produce but to focus on how content strategy will help the brand meet business goals Setting appropriate metrics and tracking ROI will ensure that the team remains focused on those goalsFor marketers wondering why anyone needs more content the answer is that brands are looking for ways to provide audiences with useful information and entertainment in lieu of traditional advertising Itamp8217s a genuine shift from producing what we typically think of as ads to providing an audience with editorial expertise So if you as a marketer are throwing up your hands and saying amp8220Isnamp8217t there enough alreadyamp8221 look at your market and try to find a niche that hasnamp8217t been filled Excellent content anticipates and solves customer problems entertains with humor and innovative ideas andor connects with people emotionally Doing some research and social listening to find what resonates with your audience can sharpen that focus To learn more about organizing and creating a strategy for content marketing watch the ANAamp8217s short video on this trendThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggersamp160

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ANA: Content Marketing is Heating Up. But Don’t Burn Out!

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Brittany Goss

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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ANA: Content Marketing is Heating Up. But Don’t Burn Out!

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Brittany Goss

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