It’s been nearly precisely 4 years given that we stated that the blog is dead. What!? Okay, complete disclosure: we implied the ‘business blog site page’ was over! Finished! Finito! Kaput!
We made the strong claim that any ingenious business worth their salt was relocating to a more media organisation method, designing themselves on news companies like the BBC.
Were we right? Time has actually shown that a great deal of ingenious business try out the design of their sites and pressed their material to a more main position. We sure did. But if you have a look throughout the B2B innovation area, a great deal of organisations have actually not. They have continued to keep the homepage > services > resources page dynamic. And that’s absolutely great.
The problem—and the point of this post—is that the standard frame of mind of where the ‘blog site page’ lies can frequently filter into what type of material a business produces. Today, I wish to state that the blog site is not dead… however if your company actually wishes to make a splash with its material marketing technique, you must be believing outside the blog site.
Make 2021 the Year You Elevate Your Content
B2B material marketing utilized to be blog site writing. But we’ve carried on and the mediums and formats organisations now have at your disposal are much richer and can engage your audience in more than one method.
In 2021, you must have greater aspirations for your material. And truthfully, it’s not actually that hard. It simply takes a little preparation.
Here’s how to kick your material up a notch:
Start a Monthly Editorial Meeting
The material in your material marketing technique must never ever be ‘advertisement hoc’. Now, if you’ve currently established a material calendar, then that’s an excellent start. But the next action is to establish a regular monthly editorial conference to discuss what material you will release over the coming month.
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The editorial conference must consist of decision-makers from your marketing group, along with item specialists, sales agents, and agents from any other location of your organisation that may have great input into what material business must be producing.
It’s crucial to bear in mind numerous points:
What function a piece will have
Who is it ‘for’?
What you desire the reader to do (i.e. the CTA)
What form the material will take
One of the concerns that must be main to your editorial conference is what form your material ought to take. This is where you actively ‘believe outside the blog site’. That’s not to state you must never ever compose another blog site once again. Rather, it’s a matter of enabling yourself to consider alternative methods of producing your material.
What Form of Content Should You Be Thinking About?
The online intake of video continues to proliferate. It’s estimated that the typical individual will invest 100 minutes every day viewing online videos in 2021. This is a boost from 2019 (it was 84 minutes at that time).
So, what are you waiting on? Think about the blog site material you presently produce and how a few of those concepts could change into video material? How hard would it be to produce? It may be simpler than you believe.
Tip for 2021
Set up a business YouTube channel and start exploring by taking a post you’ve currently composed and utilizing it as motivation for a video.
In a time of remote working, the webinar is having a revival. It’s a terrific method to offer your competence, it’s interactive, and it produces leads. With the variety of user friendly apps readily available today and the truth that a great deal of us are working from house, producing fast, and important webinars is a terrific method of attracting interest, engagement and most significantly leads.
Tip for 2021
Webinars, like video material, aren’t as hard to establish as you may anticipate. In truth, webinars are most likely simpler than producing a piece for video. You can develop them utilizing your daily video conferencing tools, integrated with a discussion app like Microsoft PowerPoint. Take a concept for a blog site, turn it into a discussion, and boom: now you’ve got a webinar prepared to drive traffic.
Podcasts are the brand-new ‘go to’ ingenious content medium. Your mom has actually most likely begun one. That’s not to state you shouldn’t. Do you have charming thinkers and speakers in your organisation? Get them on a call with each other (once again, utilizing your reliable video conferencing software application), hit record and you have the start of a podcast.
Tip for 2021
If you’re thinking about beginning a podcast, select a host to present each episode—consistency will assist develop a following. Outline your subject ahead of time: make certain anybody who’s on the podcast understands what they’re going to speak about and the structure of the chat. This will conserve a great deal of time when it pertains to an attempting to modify an episode into a streaming discussion. Speaking of editing, you can use free software such as Audacity to modify your recording and another free platform, such as Anchor, to publish it.
Audio Versions of Blogs
Just because you are thinking about reducing the volume of blog content, doesn’t mean you can’t do a little more with that content. Adding an audio version of your blog is not only an extra way for people to consume it but it’s more accessible, enabling differently-abled people to more easily consume your content.
Tip for 2021
If you’re starting a podcast it means you’ve likely invested in a decent microphone and modifying software. Why not put it to further utilize by recording your latest blog site and putting it out as an audio piece?
Long-form written material like industry reports, technical whitepapers, and eBook guides are all still just as relevant as they were several years ago. When done well these can be excellent lead generators. Researching and providing specific information that your readers can’t get anywhere else is a great way of showing your expertise.
Tip for 2021
Why not turn a piece of long-form material you’ve done in the past into an interactive webinar? You could send invites to your mailing lists and push it on social media, generating a bit of a crowd who are interested in the subject matter and could potentially turn into new leads.
We Can Help You Think Outside the Blog
At Fifty Five and Five, we are helping our clients to improve their marketing across the B2B technology space in all sorts of ways. Get in touch with Fifty Five and Five and we can help you think and succeed outside the blog site.