Iliyana's Blog

Mixing & Serving Mouth-Watering Content: The New Rules of Content Marketing

[fa icon="calendar"] 18-Jul-2016 10:00:00 / by Iliyana Stareva

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The one thing my customers struggle the most with is content. 

There are three big reasons for this: 

  • They don't create enough content (the usual excuse "we don't have time").
  • The content is not ranking ("we publish twice a week, but we are getting so little traffic"). 
  • The content is not converting ("we write a lot but very few download our content offers on the landing pages").

Of course, the one big thing that solves for the latter two (I am not even going to pay attention to number one) is your buyer persona and making sure you are creating content for the right audience and promoting it there where your audience really is. With strategy you fascinate

But there's one other thing that marketing people often forget. Content is not just words. The internet is flooded with so many blogs, LinkedIn articles, Medium articles, magazines and newspapers. All words, words, words.

However, text may not always be the right approach. In a crowded world of information, you need something to stand out. And words don't always do the trick. You might need to get a bit more creative to attract people to your site. (I'm guilty of the words, words, words addiction too...)

The type of content you choose to create and the formats you choose to use are an equally important part of your content strategy and plan just as your keywords strategy and your content topics. 

To help you find the right proportions, UK agency JBH has created a mixology formula, concluding that, as half art and half science, remarkable content is a mix of eight key recipes: industry news, user-generated content, social videos, blogs, viral content, infographics, whitepapers and long-form journalism.

Each recipe has its specific ingredients as you can see in the infographic below. 

Even though I don' drink alcohol, I love the infographic. It's super cool because it's creative and different.  It sure catches your eye. And so I'll say it again, visual content really is king today. 

Take a closer look at the content cocktail menu below and ensure you mix and serve enough of it with your content plan and strategy. 

Mixing and Serving Mouth-Watering Content [Infographic]

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Topics: Inbound Marketing, Marketing

Iliyana Stareva

Written by Iliyana Stareva

Iliyana Stareva is the author of Inbound PR - the book that is transforming the PR industry. She's also a keynote speaker and a consultant in inbound and digital for fast-growing companies and agencies. Currently, Iliyana is Chief of Staff to the EMEA President at ServiceNow. Before that, she held global and EMEA-wide positions at Cisco and HubSpot. She is also certified by the PMI as a Project Management Professional (PMP)®. In her free time, you can find Iliyana writing for her blog, dancing salsa or travelling the world.

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