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Content marketing that drives business results

December 3, 2018 Content Chat Recap: How to Drive Organic Growth Through Content Marketing

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Content plays a vital role in connecting consumers with brands, but simply pushing out random acts of content won’t drive company growth.  In this #ContentChat, we were joined by Noah Kalson (@noahkalson), head of organic and growth marketing at Tailor Brands (@TailorBrands), to discuss how you can drive organic growth through your content marketing strategies.

Q1: We keep reading that content marketing is dead. Convince us otherwise!

Content marketing is far from dead. Content is the link that connects you with your audiences, and without it, they would probably never find you.

Again, the emphasis is on your audience and creating assets that are of value to them.

Content marketing also blends with other vital functions in your organization.

If you need evidence, look at the data and case studies of content marketing success.

Q2: What’s the first step to getting started with content marketing that drives business growth?

Your company needs to understand its purpose. Who do you help, how do you help them, and why are you different from the rest?

As you kick off content marketing strategies, define your goals so you have a clear vision of success. Then, you can measure the success of each piece of content and refine future content based on that.

Q3: I’m a solopreneur. How can I find time to make content marketing a priority?

Related to the above, you need to know your audience so you can make the best use of your time.

Half the battle is making the time. Schedule time for yourself to focus on content.

Use your resources to expedite planning phases. Talking to existing customers can help you plan your next piece of content, and it ensures you find a topic they will care about. Then, repurpose that content for multiple platforms and angles to get more out of it. There are also online services and tools to help you.

Find a groove that works best for you. Try working during different days and times to see when you feel most productive on different types of tasks.

Q4: How can I know if I am investing in the right content marketing strategies to drive business growth?

KPIs are the name of the game. You can’t assess the success of your content marketing strategies until you know what you are trying to accomplish.

You can track your results to assess whether you need to tweak your strategy. Find noticeable trends before making any drastic changes, and give yourself a realistic timeframe that you measure within.

Q5: How can I scale my content marketing efforts on a small budget?

Don’t cast too wide of a net. Prioritize your goals and focus your attention toward efforts that will help you move the needle.

Repurpose your content so that you aren’t constantly reinventing the wheel. Taking an existing piece of content and shifting its focus for different audiences or adding a new perspective or angle is an easy way to get more value from your work.

Utilize the resources and tools at your disposal to work smarter, not harder.

Q6: What are some common mistakes when it comes to creating a growth-focused content marketing strategy?

Your audience and their needs should always be your top priority.

Once you know your audience, you need to set goals for your content marketing strategy.

Ensure your content stays authentic and has a clear call-to-action.

Also, be realistic about what you can accomplish given your resources. Success is a marathon, not a sprint.

Tod returns as the recap king.

Q7: What are some helpful resources for growth-focused content marketing?

There’s a handful of people and organizations online that help.

And there’s in-person opportunities to hone your skills, too.

Check out the PESO model if you haven’t.

And remember that everything is content and an opportunity to engage with your audience.

Q8: What are some brands who have used content marketing to drive their business growth?

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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