Why It’s Time To Reinvent Your Approach To Content Marketing

Purna Virji shares tips and strategies for future-proofing your content

In Case You Missed It:   Why It's Time To Reinvent And Future-Proof Your Approach To Content Marketing by Contributor, Purna Virji To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach. Read on to find out how. We just had to share this one with you again! But, we couldn't get the entire article in here (it's a 19 min read). To experience the whole article, including even more details, check it out here. - SEJ Editorial As a content marketer, you're likely questioning your path forward. We're at an inflection point with AI. Many marketers worry about job security. Yet, we face pressures to constantly churn out more and more content in an already far-too-cluttered space. While the volume of content published rises sharply every day, we still only have 24 hours in a day. We still need to eat, sleep, work, do chores. Where is there time to consume it all? There isn't. The reality is that most content simply fades unread into the ether. Creating content takes hard work, regardless of the outcome. Isn't it demoralizing to follow all the best practices yet not consistently see the results you were aiming for? That's why I wrote this book. High-Impact Content Marketing shows you how to succeed by taking a simplified yet strategic approach to standing out and driving revenue impact. It covers time-proven strategies to create content that audiences will actually want to consume. And shows you how to do so in a genuinely inclusive way. It also covers how to master content distribution to maximize reach, engagement and impact. What makes High-Impact Content Marketing unique is how it weaves in behavioral science and adult learning principles to maximize and measure impact. It features easy-to-implement frameworks and actionable guides throughout as well as examples of best-in-class content to inspire you. Below is an exclusive extract from the book. This is Chapter 1, which talks about why it's time to reinvent and future-proof your approach to content marketing. In it, I also share the five most common mistakes content marketers make today and how you can avoid them. As a thank you, my publishers have shared a 20% off discount code exclusive to Search Engine Journal readers should you wish to purchase the book. Please use the promo code HICM on the Kogan Page website to redeem it. Chapter 1 It's a tale older than time: the love story between humans and content. Or at least older than the literary record, with fairy tales being traced back thousands of years. From fairy tales and fiction to reality and non-fiction to mainstream media and social media, content has always captivated, charged, and connected us. Across borders, languages, and cultures, content is what unites us in shared excitement and disappointments, laughter, and tears. It's the thread weaving together the fabric of society and pop culture. Content also builds brands and turns mortals into myths. It's no wonder content has always been the life force of marketing. From the prestige associated with restaurants in the Michelin guide (Michelin Tires' iconic content campaign) to cementing diamond rings as a symbol of eternal love (De Beers' "A diamond is forever" campaign) to dumping buckets of icy water on ourselves (Ice Bucket Challenge to raise funds for ALS/MND research) to happily forking out money to watch multiple Lego movies, high-impact content marketing repeatedly proves its power to shape perceptions, behaviors and trends. People can't get enough of content; our attention has never been so fragmented. Yet, rather than capping out, we continue consuming more content across more and more places on multiple screens simultaneously. Regardless of platform, channel, or technology, content takes on new forms to connect brands and audiences. There's never been a more exciting time to be a content marketer. There's also never been a more overwhelming time to be a content marketer. Because even though marketers pour tremendous time and effort into content campaigns, they often end up underwhelmed by the results. They're left feeling that they're contributing to the noise rather than the signal. Content marketing has turned into a factory assembly line. Create. Publish. Repeat. And hope. It doesn't have to be like this. To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach or go the way of the dinosaurs (and not the multi-billion-dollar movie franchise kind). It's getting a little long, so we're going to wrap it up. Get all the tips and helpful tactics Purna Virji shares here. And, did we mention even more details and resources on reinventing your content marketing approach? So we don't leave you in suspense, here are the 5 Choices Marketers Often Get Wrong that Purna examines in detail in the article. 1. Focusing on Outputs Vs. Outcomes 2. Chasing Trends Vs. Being Grounded In Strategy 3. Prioritizing Short-Term Vs. Longer-Term 4. Creating For Machines Vs. Humans 5. Not Balancing Creation Vs. Distribution Read the Full Article Author Spotlight Purna Virji is a globally recognized content strategist and the Principal Consultant, Content Solutions at LinkedIn. Based in Philadelphia, Pennsylvania, she previously led global learning and thought leadership programs for Microsoft and is also an award-winning former journalist. A regular top-rated international keynote speaker, she has been featured in publications including The Drum, TNW, Marketing Land and Adweek. She has been recognized as an Adweek Young Influential, the Search Personality of the Year by the US Search Awards and the most influential PPC Expert in the world by PPC Hero. Virji is also an Honoured Listee on the Marquis Who's Who 2023 list. High-Impact Content Marketing is her first book. 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