4 tips to improve your content marketing efforts

4 tips to improve your content marketing efforts

As a communications professional, we are fortunate enough to live in an age where our industry changes on a daily basis.

New technologies emerge, different platforms and channels rise and fall.

It’s a scary world, but also an exciting one.

10 years ago the ‘content marketing’ approach was not well known; today it is ready to transform the communication industry in Australia.

contentgroup has fully adopted this approach now and our mission is to help the public sector strengthen communities and improve the well-being of citizens through effective content marketing.

Our commitment to content marketing (and to our clients) is to be on top of trends and share our insights across the communication industry.

It’s something we value and enjoy doing on a daily basis.

While there are many tips to share, here are the four that I see as the most valuable to kick start your content marketing programmes.

1. Meet regularly with your creative teams

The world is flooded with online and offline content.

Every month 65.4 million new blogs are being posted on WordPress, 300 hours of video is uploaded to YouTube every minute, while 80 million photos are posted onto Instagram daily.

To make an impact in this market, your content needs to stand out. It needs to be well planned and creative.

A good way of addressing this problem head on is to organise a time with your creative teams to meet on a weekly basis.

Whether that is an internal team in your government department, or a creative agency that your organisation engages, make sure you hold people accountable to a weekly meeting.

This is backed up by the Content Marketing Institute, whose 2016 study showed that out of the six most effective content marketing teams, 60% meet weekly to discuss content and refine and revise their content marketing programmes.

2. Publish new content frequently (and consistently)

To keep your audience engaged, you must feed them with regular content.

Leading brands and bloggers publish at a minimum of once per week, but these brands will have also done market research and testing to measure their audience’s appetite for content.

At contentgroup we have tested our publishing frequency repeatedly over the past few years. Currently we publish our blog on a Monday and our podcast, InTransition, on a Tuesday.

This new content can then form part of your editorial calendar to distribute across your channels.

3. Take advantage of Facebook advertising

The effectiveness of Facebook advertising continues to grow, and in my opinion, is one of the best ways of ensuring your content is seen by the right people.

Content Marketing Institute’s 2016 B2B Content Marketing Trends report noted that promoted posts ranked as the second most effective tool for paid advertising methods behind Search Engine Marketing (SEM).

4 tips to improve your content marketing efforts

It is my prediction that this gap will close in 2017 and promoted posts will edge closer to number one, particularly Facebook.

Facebook advertising is so targeted that you can link it directly to the audiences you have identified in your content marketing strategy.

Not only can it be location based, but you can even narrow down your advertising to gender, job title and interests.

The best part of Facebook advertising is that it is cost effective. A small spend of $250 per month can ensure your content reaches your target audience.

Make sure you try it as part of your advertising spend next month.

4. Continue to educate yourself in content marketing

As I mentioned earlier in my blog, we are in an age of constant change and new technology.

To keep up with this change, it is critical to schedule in learning to your weekly routine.

Content marketing is a growing industry and there is something to learn every day.

This can be through face-to-face communication with your peers, attending events, reading industry articles or through online training programmes.

A great online learning resource is Lynda.com and it is a resource we use on a regular basis at contentgroup.

Lynda.com has hundreds of courses to upskill in all aspects of content marketing.

Make sure you check it out today.

Which is your favourite content marketing tip? Tell us in the comments below.


David is the Head of Consulting at contentgroup and possesses a love of writing. While he could write and talk about sport all day, his focus is now on helping public-sector clients tell their stories.

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