Content is (still) king.
On Quora, I recently answered the question, What are the most important analytics in deciding what content marketers should create?
Here’s an excerpt:
1. Assume you are 85% correct about the content your customers want. Use standard tools (like Google Analytics) to test your hypothesis on a weekly basis — for each type of content, e.g. the blog, FB posts, the new FAQ on the website. If possible, assign the testing task to a savvy, full-time employee.
2. Tap experts in your field. Don’t be afraid to get input and (raw) content from customer service reps, cooks, receptionists, a former professor or boss. Interview, take notes, even record them — and consider the angles.
3. If there is an ideal medium for getting content to your customers, use it. Seriously, it may be email, not Twitter.
4. Check out the competition. Do they have compelling content? If so, sign up for their alerts, follow them, and consider using a similar approach — with your own creative twist.
5. Research marketing trends and experiment. Follow a few digital marketing experts and read a lot. Stay current on content trends, especially in your field.
6. Be willing to retire old content. Sure, blog posts and podcasts have long tails. But this may not hold true for last year’s infographics.
Lastly, although it sounds like modern day blasphemy, try not to get too hung up on the data. Most of the variables are not even comparable, anyway.
For small marketing shops especially, trust your gut, and keep scanning the savanna for killer new content ideas.