Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

Your content says everything about your brand, and Google, owning 95% of search engine market-share, dictates who sees your site, how often, and how you stack up against your competition through it’s ever-changing algorithm. With content marketing as a key component for rising up in the search engines, it’s imperative to be fresh, consistent, and relevant.

Here are a few things to keep in mind when writing your 2016 strategy:

Strategize – Over 60% B2B and B2C best in class Content Marketers have a documented strategy. Have you written yours?

Diversify – From videos, graphic designs, blog posts, infographics, and podcasts. Find new and unique ways to engage your customers.

Be Mobile – With over 65% of Americans consuming information through a mobile device, an un-responsive website archaic. Google doesn’t like serving up out-of-date sites, so make sure your site was developed with the latest technology.

Think Quality – Content marketing is a long term. Don’t compromise on the quality that impacts your brand.

Collaborate – Influencers, experts, and expert writers give your content social wings.

Be Organic – Avoid any black-hat SEO practices or over-using key ranking terms within your posts. It’s near impossible to outsmart Google’s algorithm, and once you’ve been penalized, it’s not easy getting in Google’s good-graces again.

Think Business – 40% of the content developed in big firms goes un-used. Always have an end-goal in mind when publishing, and produce material that will drive sales.

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