A few years ago, the companies winning with content were those that had the capital to produce content at scale .These were the one who were making the maximum earnings from the community. As long as the company produced enough decent content, it likely received plenty of impressions, a handful of which would turn into customers.
Now, AI has removed the barrier to entering the content game, and anyone can produce content at any scale. With the help of AI , the content can be ranked with its full proficiency.
As a result, companies cannot rely on content volume to win.
This means the skill used to create the content is more important than ever.
In the article below, we are going to discuss the content marketing skills you need to build to ensure you and your company succeed in the upcoming time of content marketing.
Follow these steps to maximize the capability of getting maximum audience for content marketing.
After the introduction to Ai, New terminologies have been generated. There are hundreds of new content marketing tools and strategies thanks to the rise of AI.
It’s important to learn how to use these tools so that your company can keep proper pace with competitors, yet the reality is that the landscape is changing so quickly that some will likely be irrelevant in a few months or years.
For instance , you might learn how to use one video editor only to discover a new video editor with better AI features a few months later. As a result, you’ll have to be adaptable and quickly learn how to use the new video editor.
The same is true for strategies and platforms.
One strategy or platform that may have been working a few months ago may not work as well today, and you have to be able to quickly adapt to the current market demands.
For example, you may have relied primarily on search engine optimization (SEO) in the past.
Yet now it might make more sense to diversify channels and invest more in social media marketing or video.
So, how do you learn how to be a more adaptable person?
First, it’s important to identify content trends and learn how to separate signal from noise.
Talk to people at conferences or on social media to learn how they adjust and apply new tools and techniques.
Note: A constant content marketing strategy is still essential, even though keeping up with major trends is helpful. Thus, while keeping up with emerging trends is vital, avoid drastically altering your approach every few weeks.
In addition to learning from other people about the latest trends, spend some time playing with new tools and running minor experiments.
Even just being aware of this can help you become a far more flexible content marketer and eliminate any concerns you may have about your company slipping behind the competition or losing your job.
2: ChatGPT Prompt Proficiency
While new AI tools will inevitably appear, content producers should continue to focus on mastering ChatGPT and the overall skill of prompting.
Learning how to write prompts that result in the content you want will be essential, much like training staff.
A poor prompter will provide factually correct writing, while an excellent prompter will enable AI to produce content with a distinct viewpoint and voice.
Let’s take an example where your task is to write a social media article explaining how to increase a website’s organic traffic.
This is what an average prompter could come up with:
Here’s the exact same topic, though with a much more detailed and specific prompt:
Notice that it’s the same topic, yet with more specificity and direction, the quality of the advice is much higher.
The best solution to improve your prompting skills to play with it and simply ask colleagues and other industry experts for assistance when you get stuck.
You can also search Google or LinkedIn for hundreds of prompting templates.
3: Audience Research
KPIs like engagement and traffic are the focus of many content marketers. However, since none of them will become customers if they don’t have the problem that your solution addresses, these metrics aren’t always the most accurate approach to gauge the effectiveness of your content marketing campaign.
It’s a good idea to think about who you’re attracting to monetise your material in the future, even if you’re a content provider without a product.
Therefore, in order to reverse engineer those questions and generate content on those themes, it is essential to do audience research to determine what sorts of questions your target audience asks before making a purchase.
The audience’s degree of awareness should also be taken into consideration for each piece of material you provide. Individuals that are further along in the purchasing process are only information seekers and usually need more guidance and support before they will buy anything. Those lower down the funnel, on the other hand, are actively seeking to buy and convert considerably more quickly.
For instance, “how to choose a stroller for a newborn baby” might be an awareness level search if you’re trying to offer cribs to new mothers. Conversely, a keyword search at the bottom of the funnel may look something like “Bugaboo vs. Chicco strollers.”
Some keywords are rather obvious, but you’ll find that there are usually a lot of questions your audience is asking before making a purchase that you currently don’t have content answering.
For this reason, mastering audience research techniques is crucial. To improve your skills in audience research, you can carry out the following specific actions:
- Send an email to your audience asking what their main obstacles are.
- Provide a discount or gift card in exchange for your audience calling you to discuss their problems.
- Ask ChatGPT or another AI sentiment analysis tool to identify the most prevalent complaints and pain points from the list of all the complaints and pain points that consumers have sent in.
- Use ChatGPT or an AI sentiment analysis tool to scrape all of your competitors’ evaluations in order to find common pain issues.
- To find out what frequently asked questions are, read sites like Reddit.
- Survey clients and provide a reward for their surveys.
4: Data Analysis And A/B Testing
It is crucial to use data and test different components of your content strategy, even if you are a master at audience research and have a thorough understanding of the problems that your audience faces and the content that appeals to them.
This is a great approach for managing a team as well since, in cases where team members disagree on certain components of a marketing plan, you can let the facts decide on the best course of action.
A few different things you can test include:
- Title tags/meta descriptions
- Thumbnail images (if you do video)
- Types of content you create (blog posts vs video vs social media content)
- Keyword topics you target
To get better at data analysis, start by learning how to use basic analytics tools like Google Search Console and Google Analytics.
Acquire the knowledge of utilizing their exclusive analytics tools if you produce material for social media or YouTube.
Next, make it a point to review your statistics once a week and examine the engagement numbers to find out what kind of material is generating the most interest. Utilizing a CRM like HubSpot or Salesforce and monitoring the source of your leads is also crucial. It’s common to discover that the majority of your least engaging content generates the most leads.
This is because there are fewer individuals at the bottom of the funnel, but those that there, convert really well because they are actively seeking to buy something.
5: Strategic Planning
Individual bits of content are produced by inexperienced content marketers.
Skilled content marketers use the buyer’s journey through the medium of content.
The ability to grasp the bigger picture and understand that each piece of information will be more valuable if it fits into a wider strategy is what separates the expert from the beginner.
As a result, learning content strategy is essential.
Outline the customer journey after using the audience data you have already collected to become a superb content strategist. Add particular queries that clients have at every stage of the process, and then conduct keyword research to find a topic for content that addresses each concern.
Next, make a content calendar that shows how you’re going to treat each pain point in the client journey with a different piece of content.
Since those content pieces are most likely to convert, start at the bottom of the funnel.
Proceed in the direction of the top of the funnel, where the content is intended to draw potential customers in and raise brand awareness.
You may include a rational call to action at every stage of the funnel by developing content using a strategy that mirrors the customer journey. This increases your visitor to customer conversion rate by making it simple for you to guide a visitor through the complete buying process with your brand.
On the other hand, producing haphazard content without a defined plan may drive a lot of traffic, but it won’t produce conversions or loyal followers who will just unfollow you after reading your stuff.
To put it succinctly, material produced in silos without a plan will remain flat, whereas content developed with a strategy will see an increase in return on investment as you produce more content.
You can see, for instance, that both scenarios focus on terms that are probably going to generate traffic in the figure below. However, visitors to the website without a content strategy would probably just quit and never make a purchase.
6: Team Management
A lone content creator can only be exceptionally skilled in one or two types of material. A single individual can only create so much excellent content, in addition.
Developing and overseeing a group of gifted content producers is essential to achieving the next stage of growth through content.
However, being a great content creator is not the same as becoming a great content marketing manager.
You must first develop the ability to recognize exceptional creative talent and entice them to join your team.
The simplest tactic is to just examine the content produced by your rivals and snatch the authors away from their marketing departments.
This is great since a junior employee at a creative agency, for example, will have less prospects because of the intense talent competition, compared to working as a solo video editor at your business.
The next stage is to make sure your team of content marketers collaborates to produce content after you’ve put them together.
If not, the content won’t compound and will continue to be produced in silos.
Using a project management application such as Trello or Monday.com is the answer. With the help of these technologies, you can give each team member a specific assignment inside the bigger project, and everyone can see who is in charge of what.
By leveraging a project management tool, you can turn your content plan into action and ensure each piece of content is delivered on time, as you can assign individual due dates to each creator that’s on the project.
This improves consistency, which is essential to creating a strategy that delivers compounding results.
7: Storytelling Skills And Innovative Ideas
You must match your content with the platforms’ objectives to help them achieve them—namely, providing users with interesting outcomes that encourage them to keep using the platforms—if you want the platforms to give your material additional reach.
Therefore, many platforms (Twitter, LinkedIn, Google, Facebook, etc.) will gladly show your material to more people if it keeps users interested on the site.
The greatest method to grab and maintain the interest of your audience is to use storytelling.
This is the fundamental structure for storytelling:
- Describe the original issue.
- The path taken to address that issue and the difficulties faced.
- The comfort and resolution.
Here’s a great example of a blog post that leverages storytelling to effectively sell a somewhat boring product (concussion treatment):
If you don’t have a full story to share, you can also include anecdotal stories along the way.
While storytelling is one of the most effective methods to captivate audiences, you can also use shock and suspense if your audience is more of a general consumer.
There are plenty of examples of this on social media, like this one below:
However, it’s crucial to employ this strategy with restraint and provide your audience with the amazing material or surprise you’ve promised. Rather, without making an outlandish claim, grab a scroller’s attention and at the end of the video, deliver on the value you promised.
It’s also important to remember that excellent content is just excellent ideas presented beautifully.
Using ChatGPT and other AI content writing tools, it is difficult to come up with wise ideas that come from firsthand experience.
Therefore, engaging an audience that experiences that specific pain point can be achieved by simply speaking with an expert about how they handle a common difficulty or even by sharing personal anecdotes about how you’ve overcome a challenge.
8: Content Promotion
You can increase your reach by aligning your content with the platform’s objectives, but there’s no assurance that an algorithm update won’t cause you to lose viewers or be canceled.
Thus, one of the most important abilities to have in 2024 is content promotion.
Establishing genuine connections with other influencers is a crucial part of content promotion as it enables you to collaborate on content (webinars, podcasts, email exchanges, etc.), obtain backlinks, and establish your sector credibility in general.
Developing your writing abilities can also help you discover how to connect with influencers and build relationships on the internet.
But before you ask for anything in return, give more value to the other person in order to build genuine relationships. All of your content promotion tactics should ideally benefit both parties and involve little to no work on their behalf.
9: Seek Feedback And Be Receptive
Thus, if you run a campaign and it fails, simply analyze the data with objectivity and modify your material as necessary.
The most successful content marketers are open to suggestions from their group, clients, and analytics.
Weekly meetings or daily standups are the most convenient ways to get input from your team. Ask for input on your message and the content marketing efforts throughout these meetings.
You can speak with your clients directly to get their feedback, and you can examine your analytics to see what’s most effective in producing the desired outcomes.
Realize once you receive the feedback that it is objective and does not represent who you are.
Simply accept it and modify the plan of action accordingly.
How To Start Sharpen Your Content Marketing Skills
It can be challenging to know where to begin, but by following these pointers, you will be able to develop the critical abilities required to thrive in the next 10 years of content marketing.
Consider enrolling in the Coursera Academy, where you may get one-on-one content marketing mentoring from the team, if you’re feeling stuck and need more assistance. Video courses on copywriting, content marketing, personal branding, and other topics will also be available to you.