Content marketing best practices constantly change with new technology and audience preferences. In the past few years, organic social reach has waned, personalized content and account-based marketing have risen, while video and visual content forms are now the norm.
Priyanka Desai, founder of iScribblers, describes how self-centered content marketing no longer works:
Your content should be valuable and customer-centric. As a brand owner, you might be tempted to focus on topics that interest you the most. However, they might not interest your audience or might not be useful to them.
While this is good advice for content marketers, selfish content marketing isn't something that's outdated. It's never been a best practice. According to a LinkedIn Marketing Technology report from 2014, the top three things that make content effective are:
- Audience relevance (58 percent)
- Engaging and compelling storytelling (57 percent)
- Triggers a response or action (54 percent)
Another changing best practice is the idea that more content is better. Organizations should publish consistently enough to remain front of mind, but content quality and usefulness are more important to your audience—and Google—than volume.
Check out Desai's complete article on outdated content marketing practices below.