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5 Content Marketing Techniques Universities Will Probably Not Teach You

If you’re planning to pursue a career in marketing, it’s a good idea to get a college or university degree in this field. This will provide you with a solid knowledge base and teach you to work with information. Besides, most employers prefer applicants with at least a Bachelor’s degree.  

However, you might know that marketing degrees are often devalued by self-made experts who claim traditional education doesn’t provide any skills applicable in the real world. And there’s some truth in it, too. 

Artify – Square

The problem is, higher education focuses on theory, which makes students who need hands-on experience combine work and studies. Luckily, there are EssayWritingService to help them do it successfully and meet academic deadlines. But to get a job, one needs to acquire certain skills first.  

For example, in content marketing. Currently, it is one of the most popular branches in marketing, but there is still a shortage of qualified specialists because of the lack of degree programs. If you learn these few marketing techniques they don’t teach at universities, you’ll be one step ahead of your peers! 

What Is Content Marketing?

Diggety Marketing Pixabay

First, let’s define the term to avoid confusion. As of today, content marketing is described as a marketing approach, or strategy, or tool that utilizes content (texts, images, videos, infographics) intentionally created to attract and retain the target audience. 

Content-Marketing Process Stages 

Content marketing is a complex, multi-stage strategy that includes:

  • research;
  • creation;
  • publishing;
  • distribution;
  • performance analytics. 

All this can be done either by a single specialist or a whole team, depending on the scale of the campaign.

Types of Content for Marketing 

Basically, all types of content can be useful for marketing campaigns. The choice depends on a specific campaign, the goals within it, the platform or channel, the target audience, etc. However, the current trend is toward the more visual approach – i.e., fewer texts and more visual content – images, videos, gifs, infographics. 

Why You Should Use It 

Here, the answer is simple: you should use it because it works! By now, people have become ad-blind, with many using ad-blockers so that traditional ads couldn’t reach them at all. But clever content marketing continues to thrive. 

The industry is predicted to “grow up to USD 417.85 billion at a CAGR of almost 16% during 2021-2025”, a report by TechNavio indicates. So, it’s high time to tap into some of the most relevant content marketing techniques they still don’t teach at universities.   

Best Content Marketing Techniques In 2021 

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Personalize It 

It is, by all means, easier to produce generic, fit-for-everyone texts. Yet, this is not how marketing works nowadays. Consumers who are bombarded by brands from all sides have become exceptionally selective as to what they are ready to engage with. 

So, today, all your marketing content needs to be highly personalized. When planning an email campaign, it’s crucial not to forget to mention each recipient’s name and provide only relevant information. For example, exclusive sales offers that are only available to club members. 

When working with channels that are harder to personalize – i.e. social media, – it’s essential to research your target audience and its specific needs. 

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Produce Evergreen Content  

Content creation for marketing is a long, tedious process, so it makes no sense to only produce something that will work for a few days and then become irrelevant. Therefore, smart marketers always include evergreen content in their plans. 

Evergreen is something that stays constantly relevant, regardless of the ever-changing trends. 

Examples of evergreen marketing content include, but are not limited to:

  • tutorials and how-to’s;
  • customer reviews;
  • case studies;
  • explanatory texts/videos/infographics; 
  • glossaries.

It is also vital to optimize all these for search engines and weave them seamlessly into your campaign for better performance.  

Recycle  

One more great thing about marketing content is that it can be reused and recycled to serve your purposes more than once. 

Here are a few ideas on how you can limit the efforts invested into the production and maximize the outcomes:

  • Share articles from your website across all of your platforms (Facebook, Instagram, Twitter, etc.).
  • Post evergreen content on different platforms (with necessary tweaks).
  • Curate and update well-performing posts to ensure they stay relevant.
  • Create targeted ads from well-performing older posts to increase visibility. 

As we’ve already mentioned, content creation is a difficult process. So, it would be very unwise to ignore all these – and many other – possibilities of recycling. Get smart! 

Tell Stories

Stories are vital to all human beings. In the old times, long before the first school was established, these were stories that helped people gain knowledge, understand concepts, and learn to navigate the dangerous outside world. 

Times have changed, but our need for engaging stories is still as strong. That’s why storytelling is one of the most powerful marketing tools, and those who can tell a compelling story are always ahead of the game. 

You can use storytelling everywhere – in emails, blog posts, social media posts, videos… The possibilities are abundant. Just make sure you don’t bore your audience: no one is going to follow an overextended, confused, unconvincing, or irrelevant story.    

Show Them

Most people nowadays prefer to receive information in a visual form, studies indicate. It means that if you can’t produce quality images, videos, and infographics, you’re bound to lag behind.  

Currently, videos show the highest engagement rates – but duration matters a lot. As attention spans are getting increasingly shorter, it’s vital to present your information in a condensed form. For example, for TikTok, the time limit is currently three minutes, for Instagram Reels, it is only one, and even YouTube has recently presented its brand-new ShortClip function.  

Though it might seem easy to produce a clip of such length, it is in fact a daunting task that requires creativity and ingenuity. That’s why you need to foster these qualities in yourself above all if you want to succeed in content marketing. 

Next Steps

These were some of the most relevant and effective content marketing techniques colleges and universities probably won’t teach you. Fortunately, you can learn them yourself by reading helpful articles like this one and practicing a lot. 

However, if you need more guidance, you can also try some courses from online educational platforms like Coursera, Udemy, and the like. Additionally, some colleges and universities now offer short courses, too. But remember – whatever you choose, practice is key! 

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