It has been almost exactly four years since we declared the blog was dead. What!? Okay, full disclosure: we thought the ‘company blog page’ was over! Finished! Finito! Broken!
We have made the bold claim that any innovative company that is worth their money will move to a more media-oriented approach to organization and look to news providers like the BBC.
Were we right? Time has shown that many innovative companies have experimented with the layout of their websites and brought their content into a more central position. We sure did. However, if you look at the B2B tech space, a lot of companies haven’t. You have kept the Homepage> Services> Resources page dynamic. And that’s perfectly fine.
The problem – and the point of this article – is that the traditional mindset of where the “blog page” is can often filter based on the content a company is producing. Today I want to say that the blog is not dead … but if your company really wants to make a splash with its content marketing strategy, think outside of the blog.
Make 2021 the year you improve your content
B2B content marketing used to be blog writing. But we’ve moved on, and the formats and media organizations now have are much richer and can engage your audience in more than one way.
In 2021, you should have higher ambitions for your content. And honestly, it’s not really that difficult. It just takes a little planning.
Here’s how you can improve your content even further:
Start a monthly editorial meeting
The content of your content marketing strategy should never be “ad hoc”. If you’ve already set up a content calendar, this is a good place to start. The next step, however, is to set up a monthly editorial meeting to discuss what content you will be posting in the coming month.
eGuide: Using Smart Data to Achieve Greater Marketing ROI
2 out of 3 top marketers admit that data-driven decisions are beyond gut instinct. Unleash the real potential of your marketing with smart data to accelerate business growth!
Get Your Free Copy!
Who should be there
The editorial meeting should include decision makers from your marketing team, as well as product experts, sales reps, and representatives from other areas of your company who may have a good say in what content the company should produce.
It is important to note a few points:
- What purpose will a piece have
- For whom is that’?
- What should the reader do (i.e. the CTA)?
- What form will the content take?
One of the questions that should be central to your editorial meeting is the shape of your content. Here you are actively thinking outside of the blog. That’s not to say you should never blog again. Rather, it’s about allowing yourself to think about alternative ways to create your content.
What kind of content should you be thinking about?
Online video consumption continues to grow rapidly. It is estimated that the average person will spend 100 minutes every day watching online videos in 2021. This is an increase compared to 2019 (at that time it was 84 minutes).
So what are you waiting for? Think about the blog content you are currently producing and how some of those ideas could turn into video content. How difficult would it be to produce? It could be easier than you think.
Tip for 2021
Set up a company YouTube channel and experiment using a blog post that you have already written as inspiration for a video.
In a time of remote work, the webinar is experiencing a revival. It’s a great way to sell your expertise, it’s interactive, and it generates leads. With the range of easy-to-use apps available today and the fact that many of us work from home, creating fast and valuable webinars is a great way to generate interest, engagement, and most importantly, leads.
Tip for 2021
Like video content, webinars aren’t as difficult to set up as you might expect. In fact, webinars are probably easier than creating a video. You can create them using your everyday video conferencing tools combined with a presentation app like Microsoft PowerPoint. Take an idea for a blog, turn it into a presentation, and it’s booming: now you have a webinar ready to drive traffic.
Podcasts are the new innovative content medium. Your mother probably started one. That doesn’t mean you shouldn’t. Do you have charismatic thinkers and speakers in your organization? Get a call to each other (again using your trusted video conferencing software), hit record and you have the start of a podcast.
Tip for 2021
If you want to start a podcast, choose a host to introduce each episode. Consistency helps build a following. Outline your topic in advance: make sure everyone on the podcast knows what they’re going to be talking about and how the chat is set up. This saves a lot of time when trying to turn an episode into a fluent conversation. Speaking of editing, you can use free software like Audacity to edit your recording and another free platform like Anchor to publish it.
Audio versions of blogs
Just because you’re thinking about reducing the volume of blog content doesn’t mean you can’t get started with that content a little bit more. Adding an audio version of your blog is not only an additional way for users to consume it, but it is also more accessible so that people with disabilities can more easily consume your content.
Tip for 2021
If you’re starting a podcast, it means you’ve likely invested in a decent microphone and editing software. Why not keep using it by recording your current blog and publishing it as an audio piece?
Long form / instructions / eBooks
Long-form written content such as industry reports, technical whitepapers and eBook manuals are as relevant as they were a few years ago. If done well, these can make excellent lead generators. Researching and providing specific information that your readers cannot get anywhere else is a great way to showcase your expertise.
Tip for 2021
Why not turn a long piece of content you’ve created in the past into an interactive webinar? You can send invitations to your mailing lists and post them on social media to generate a lot of people who are interested in the topic and potentially become new leads.
We can help you think outside of the blog
With Fifty Five and Five we support our customers in improving their marketing in the B2B technology area in a variety of ways. Get in touch with Fifty Five and Five and we can help you think outside the blog and thrive.