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Mike Lieberman, CEO and Chief Revenue ScientistFri, Sep 16, 2016 4 min read

The #1 Thing You Should Do in Content Marketing According to 9 Experts

{}At first, you’re really just focusing on building your content strategy. You’re learning best practices and do’s and don’ts. You start to create content and figure out where to distribute it. Perhaps you experiment a little. But you keep it pretty simple at first.

Eventually, though, when you have a handle on things, you start to think about how to improve your current content marketing. How can you be the best? How can you generate the highest ROI?

Check out the #1 thing you should do to improve your content marketing, according to nine experts.

1. Get to Know Your Audience

For Ardath Albee, CEO of Marketing Interactions Inc., the answer is simple: get to know your audience. The more you know about your target market, the better you can create content that matches their needs, wants, desires, and pain points. As a result, the more value you can offer, which, after all, is what content marketing is all about. Developing buyer personas for your audience will allow you to create purpose-driven, meaningful, and buyer-focused content that your market will love.

2. Build Subscribers

Without an audience, your content will fall on deaf ears. Expert Joe Pulizzi, founder of the Content Marketing Institute, believes that all marketers should spend months building an audience and getting subscribers before sending outmessages.

Focus on creating effective CTAs and landing pages to improve subscriber growth. Then, your messaging will be heard.

3. Format

Want your content to stand out? Formatting, with internal links, images, bullet lists, subheads, and white space, is an easy, effective, and cheap way to improve your current content. According to Andy Crestodina, the principal strategic director at Orbit Media, effective content formatting will reduce your bounce rate by making your content more pleasant on the eyes.

4. Focus on Bottom-of-the-Funnel Content

Marcus Sheridan, founder of The Sales Lion, believes that companies don’t focus enough on the creation of bottom-of-the-funnel content. If all of your content is fluffy and only focused on lead generation, your sales people will have no content to use to convert prospects into customers.

5. Be Unique

All you have to do to improve your strategy is to tell more unique and relevant stories, says Christoph Trappe from MedTouch. Don’t just create the same ol’ content that your competitors are creating. Be different. Be unique. And you’ll stand out in the pack.

6. Amplify Content

Don’t just “create it and they will come,” according to Rand Fishkin, co-author of Art of SEO and Wizard of Moz. Before you even start to create a piece of content, figure out how you’re going to amplify it. How will it be shared? How do you get it to be talked about? How will it reach people? How will you get it ranked on search engines? Simply creating content and promoting it on social media isn’t enough—it needs to be amplified.

7. Quality over Quantity

For Ian Cleary, the founder of RazorSocial, the key to improving content marketing is to focus on quality over quantity. Write less content, but make sure what you’re creating is more in depth and of higher quality. There’s a lot of competition on the internet, and quality, expert content is what will make you stand out.

8. Drive Business Growth

For Carla Johnson, president of Type A Communications, all content marketing goals should be tied to business goals. By aligning your content with your business objectives, you can successfully drive business growth.

9. Measure Your Impact Differently

For Andrew Davis, the founder of Monumental Shift, the most important thing a marketer can do to improve content marketing is to change the way impact is measured. Instead of measuring your website visits, page views, or whitepaper downloads, measure revenue per subscriber instead.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.