If content marketing isn’t already a clear focus for your team, 2016 will be the year it leaps to the forefront.
“It’s amazing how many executives still don’t know about content marketing,” says Arnie Kuenn, CEO of Vertical Measures. “This year, I predict there will be a tipping point and it will become a main part of the conversation.”
Kuenn will lead a content marketing workshop at LeadsCon Las Vegas on Tuesday, March 15. The workshop will cover an eight step formula —from strategy development and ideation through lead nurturing and measurement—marketers can use to create and distribute content that connects with prospects.
Many companies still don’t have the fundamentals down when it comes to content marketing, he says. “But I do think people are getting smarter, and taking responsibility for producing content that works for their vertical market.”
Interactive content is a hot concept right now, Kuenn notes. Anyone who has taken a BuzzFeed quiz to find out the state they should be living in or which Star Wars character is their true soul mate knows the appeal of this kind of material.
There are a lot of tools available to help marketers to build interactive content, he says. “But, the downside is that data shows that even though this content is engaging, it doesn’t necessarily lead people to the next page on our website. We need to figure out how to harness its power.”