Disclaimer: We wrote this while watching AdWorld2021 live, so please excuse any spelling, "sic" or grammar errors.
This topic has handled by Joe Pulizzi, with the largest content marketing conference in the world.
Point 1 : Get more results with less content
If you would stop producing content, all your blogs, all your content pieces, all your social posts, would your clients even notice? The harsh answer is probably no, which then leads back to what are you supposed to do.
Build one great marketing channel at a time. A great example of this is the Red Bull Media team, which built a magazine to a successful, widely followed marketing channel, and then moved to their next channel project.
This dives into the idea of content energy. Dividing your efforts into 5 different "okay-ish" channels, use all this effort and channel it into one or two main channels. This will ensure that once your great channels are performing well, your efforts can spill over into other marketing channels with ease with follower migration.
Point 2 : Content TILT
What can you do better than everyone else? What are your audience pain points, and what can you solve with information, instead of with your product? For example. lets say you Google Cloud Computing, you will find basically cloned content across the top 5 competitors in this market. But you don't have billion dollars to spend in just running ads, so you have to be different. You have to change the market perspective on your industry and break through all the clutter.
You can never go to small with your audiences. By ensuring you can solve problems for a certain niche, you can replicate your problem solving across multiple niches.
Point 3 : Content Marketing Mission Statement
Your content marketing mission is not about you. Its not about your product or what you want to sell. It should be your audience, and how you can solve their problems. The better you are at identifying their true problems, the better you will become at addressing and solving these problems for them with your products or services.
Make sure to identify your core audience and how are you helping them to live a better life.
Side note, you need a mission statement for each core target audience.
Point 4 : Content Consistency
Show up on time, every time. You have to be interesting, you have actually bring it. If you are not serious about your marketing channels, you should actually stop, as others who are serious, will be taking all of your audience for free.
You have to be better, you have to be consistent. IF you can, weekly videos or longform content of between 15-20 minutes will ensure your core audience will remember you and your brand. Instagram wants daily video, TikTok wants daily video, Facebook audiences are still a bit easier to please, where you can still use post content with good success.
The best formula so far seems to be 1 main channel, and 2 social channels.
Point 5 : Steal Talent
Figure out where your audience hangs out, and look at what type of content is getting their attention. Then do yours better. This is very similar to Brian Dean talking about his SEO skyscraper strategy.
Create a list of your competitors, Youtubers, Podcasters and Newsletter providers and see where you can create deals.
Point 6 : Multiple Revenue Sources
Getting audiences to your marketing channels is hard work. By having multiple product hooks on a single platform, you increase your chances of selling something. This ranges from your actual products and services, to affiliate programs, subscription services and affiliate products etc.
Point 7 : Think Big and Revise
Stop doing to much, kill things that don't work, and don't be scared to try new channels. Adaptability is key to thriving in business.