Continuous improvement is a necessity in life – and in content marketing. Tweak a headline to get more clicks. Add a visual to increase engagement. Change the call-to-action to improve conversions. Small adjustments + incremental gains = big, meaningful wins. The same can be said about marketing content creation.

Continuous improvement is a necessity in life – and in content marketing.Click To Tweet

Follow these tips for creating more powerful marketing content.

  1. Read – about anything but marketing content. It’s too easy to get stuck in our “communicators bubble.” Break out of your usual rotation of marketing and PR blogs. Read a book (for fun!), peruse an industry trade or scroll through Medium. Ensuring variety in the content you read will help broaden your writing range too. Different perspectives and voices add color to how you view – and write – your own brand’s message.
  2. Take notice of what your target audience is sharing. If you don’t have a solid sense of the content your audience is reading, how can you be sure the content you’re creating will ever reach them? After all, your goal is to get your audience to engage and interact with your content. Check out what is already resonating.
  3. Revisit – and revise – old marketing content. There are numerous advantages to repurposing existing content and giving it new life, SEO among them. But the practice is also an exercise in personal professional development. Take a look at a blog you wrote just a few months ago, for example. Chances are you can easily improve it, beyond refreshing statistics or resources. Has your style improved? Can you write more crisply and with more punch? Do it. If nothing else, republishing the blog will help draw new eyeballs to the piece. I’m willing to bet it’ll boost your writing confidence, too.
  4. Watch a viral video. Whether it’s a popular TED talk, a catchy .gif or the latest YouTube phenomenon, take a few minutes each week to watch one or two videos others can’t stop sharing. There must be a reason they’ve captured the attention of so many. Is it the topic? The storyteller? Visuals? Examples that bring it to life? Its marketing? 
  5. Take a break. Stand up. Stretch. Take a walk. Do anything but look at the computer screen or your smartphone. Just like your best ideas often come to you at the most unlikely times, the creativity that drives engaging copy often comes in the quiet moments you let your mind wander. Even if you must schedule a meeting with yourself to fit it in, don’t underestimate the power of “doing nothing.”
How to Launch a Content Marketing Strategy in Eight Easy Steps [Guide]
For nearly 15 years, Jen Zottola has helped bring clients’ stories to life – through media opportunities, digital and marketing content, executive presentations, employee communications and more. Fusing creativity with strategy, she crafts compelling, award-winning copy proven to reach and resonate with the right audiences in the most impactful ways. As editorial director, Jen collaborates with clients and account teams to provide counsel on messaging and voice, as well as writing and editing support. Her creativity isn’t reserved only for writing; Jen also gets a kick out of party- and event planning.