10 Things Successful Content Marketers Do

Apr 2014

jafuiheayrygfIf there’s anything I’ve learned in my years with Resonance it’s that what makes a good — even great — content marketer isn’t how many books they’ve read, how many webinars they’ve attended, or how many times their moms have liked their Facebook posts.

It’s what they do that makes the difference, day after day, week after week, month after month, year after year. So if you aspire to content marketing greatness, here’s my list of 10 Things Successful Content Marketers Do:

1. Successful content marketers stay current.

Your readers look to you for insight on how current developments in your industry — and in the rest of the world — affect them, so it’s so important to stay informed. Set up some quality news sources in a reader (I like Feedly) and set aside time each day to peruse the latest articles and posts.

2. Successful content marketers embrace consistency.

When clients ask me “How often should I be publishing?” my first response is usually “Whatever frequency you can keep up with.” Smart content marketers know that consistency trumps frequency: better to have a simple, beautifully crafted e-newsletter once a month, every month, than an elaborate blog post that comes around once in a blue moon. Remember this: If your schedule is “whenever I get around to it,” eventually you’ll stop getting around to it. (Tweet this)

3. Successful content marketers diversify.

Some people read e-newsletters, some stay informed through social media, others can’t wait to sink their teeth into the latest juicy e-book. Successful content marketers know it’s important to establish a diverse set of “touch points” for connecting with their audiences. (Tweet this)

4. Successful content marketers repurpose.

Creating and delivering quality content on a consistent basis is a long, tough road. Successful content marketers know that every piece of content — from the shortest tweet to the longest e-book — has a second, a third, maybe even a fourth life ahead of it. (Tweet this) They know how to go from small to large (compiling tweets into a tip list) and from large to small (breaking a webinar deck into tweetable nuggets) with a few clicks of the mouse.

5. Successful content marketers plan ahead.

The calendar is one of the successful content marketer’s best friends. Plan ahead so you can leverage the buzz around product releases, national holidays, and industry events such as major trade shows. (Tweet this)

6. Successful content marketers use the right tools.

Yes, there are a jillion-and-one tools out there, each promising to make the content marketer’s life sooo much easier. Spend some time researching the right tools to help you and your team to come up with new ideas, capture and share ideas, create your editorial calendar, and accomplish all the other tasks on your list. Remember: When it comes to tools, more expensive isn’t always better! (Tweet this)

7. Successful content marketers leverage new networks — prudently.

If we were to go down the rabbit hole of every new social network out there, we’d never get anything done. But successful content marketers do take the time to review new networks as they emerge and make strategic decisions about which ones to use … and which to drop.

8. Successful content marketers embrace images and video.

Your audience is so bombarded with text, all day every day, that creative, relevant images and videos can be a huge competitive advantage. Think about how you can add infographics, quick video tips, and other visually engaging content delivery methods to your bag of tricks.

9. Successful content marketers get clear on their content’s brand.

How would you describe the tone of your content? Snarky? Comforting? Sweet? No-nonsense and straightforward? There is no right answer: it depends on your organization’s overall brand and the expectations of your audience. Spend some time getting clear on your content brand, and share it with all content creators on your team. (Tweet this)

10. Successful content marketers keep track of their results.

As content marketers, we need to know what’s working well and what needs improvement. Smart content marketers spend time at the beginning of each month reviewing the previous month on Google Analytics (or other analytics package) to see which practices are driving website traffic and conversions. It takes a little time, but in the long run it can save hours that would otherwise be spent on unfruitful practices.

OK, your turn: did we miss any? Please tell us about the content marketing practices that drive your success in the Comments — we’d love to hear from you!

social media tip of the weekGet Social Media Tips Delivered to Your Inbox

Each Friday, we deliver a simple but impactful tip to boost your mojo on Facebook, Twitter, LinkedIn, Google+, and other social networks.

Sign me up





About the Author

Rachel has answerA self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. Contact Rachel about speaking to your group or business.

Socialmediatoday.com Member BizSugar KredFeatured Author on Business 2 Community

See you again next week!


Our Clients Are Saying

  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • Produced ROI Result

    Form.io needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


Free Tips
learn more...