Five improvements that helped build content marketing success

The power of small changes – where incremental gains stack up to make big differences – have long been understood.

At Tecmark, we adopt the same strategy.

We consistently look for smart changes that can dramatically improve your chances of content marketing success.

Here are five areas we’ve improved over the last five years to better our results.

Better goal setting

Understanding what you’re trying to achieve with your content is a crucial first step on the path to success.

These five ways to measure content marketing success provide a solid starting point.

But the key is to make your goals concrete and measurable. Put figures on your goals. Set clear targets. When everyone knows what they’re trying to achieve, you’re more likely to find focus and direction throughout the rest of the project.

More efficient ideation

Producing ideas has always been a difficult process.

But producing enough ideas to guarantee you get a winner? Grown men have weeped.

That’s why when we first heard of Bernd Rohrbach – or, more specifically, his 635 brainwriting method – we pounced.

We updated the technique he first revealed in 1969 and built an online tool to make it relevant and accessible for the modern workplace.

Now we just need half an hour to generate 108 ideas.

Thorough audience analysis

Our search director Stacey MacNaught has previously written a detailed blog post outlining the audience insight tools she uses during the research process.

Stacey writes about seven of the main tools, including Facebook Graph Search, FollowerWonk and AnswerThePublic.com, that regularly form part of our process.

And we use them to determine our audience’s interests, demographics and devices, as well as the brands they already engage with online.

“The best content in the world is completely wasted and doomed for failure if it’s shown to the wrong audience.” – Stacey MacNaught [Click here to tweet this]

Higher quality production

Our content generates worldwide traction.

But that only happens when you hit upon a brilliant idea – and then execute it equally as well.

Two recent examples of content we’re proud of include A Day in Dubai and Where Should I Go On Holiday?

Significant investment in smarter promotion planning and execution

Our investment into promotion planning and execution has increased – in both time and cash terms.

Whether it’s paid promotion through social channels or content discovery channels like Zemanta and Outbrain, or manual outreach to key influencers, content promotion has never been more important.

“You need to put as much into promoting your content as you did into producing it.” – Stacey MacNaught [Click here to tweet this]

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