What makes a ‘very effective’ content marketer?

July 13, 2016

Would you put yourself in the 9% of B2B marketers who say they’re very effective at content marketing, as per the Content Marketing Institute’s research?

Or perhaps you fit better in the 41% who said they were only marginally effective?

Content marketing is a seriously tricky business – there’s really no shame in not being perfect at it. However, it goes without saying we all want to be in that top 9%.

Writing for the Entrepreneur website, online marketing guru Neil Patel believes he has identified seven habits which unite the most successful content marketers:

1. They plan to the nth degree

If you go into a content marketing campaign without documenting your strategy, you’re setting yourself up to fail. According to research by Social Media Examiner, 66% of the most effective marketers have a documented strategy, compared to 11% of the least effective marketers.

2. They stay organised

For some people, being organised comes easy. For others, it requires a concerted effort. But with the tools available to us today, there’s no excuse for letting your campaign run off track having been derailed by forgetfulness or lack of time.

3. They keep an ideas notebook

The best content marketers write down their ideas as they come to them – even if that means sitting up in bed and grabbing a pen – as to not forget them. Some ideas might not sound as great in the light of day, but then again, some will.  

4. They keep their finger on the pulse

Within most industries, there is a constant stream of new developments and the most effective marketers are aware of them as soon as they become a discussion point. Having this insight makes for some great content which your audience will feel compelled to read and share.

5. They know the right people

Having a contacts book of industry influencers makes guest blogging, brand mentions, retweets etc. so much easier to come by. Networking takes time, but it’s definitely worth the effort.

6. They set high standards

If a piece of content is not quite up to scratch, the best marketers will not just post it because time necessitates, they will ask that it is given a second (or third) look. After all, internet users are exposed to tons of content each and every day, but they’re only prepared to read the really good stuff.

7. They respect their analytics

Analytics give us the ability to see what content is working well (and what isn’t), which makes for more effective campaigns in the future.

As Patel puts it, in order to get results “it’s not enough to throw your content against the wall and see what sticks”. You’ve got to make informed decisions.

Dan Vivian - Business Development & Marketing Director