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Six Content Resolutions To Make For 2016

The New Year brings the opportunity to think about things you’d like to do differently or do better, and while you’ve probably got the healthy living resolutions sorted, we thought we’d help out on the business front. If you’re looking to use content marketing to generate business, read our top six content resolutions for 2016.

  1. I will have an objective and measure it regularly.

Whether you’re looking to generate brand awareness, increase sales, illustrate your products, overcome objections, or all of the above, make sure your content reflects your business goals. Content creation isn’t just about what you want your brand to be, it involves being passionate about your messaging and communicating what the audience needs to hear  in order to understand, appreciate and identify with it. By establishing goals and a metric to measure success, it will help you define the type of content you create, so you’re not wasting your time.

  1. I will create a content calendar and refer to it often.

According to the Content Marketing Institute, 60% of the most effective B2C marketers have a documented content strategy. Emulate their success by making sure that you have a plan including your targeted audience, content themes and topics, key messages, and a call to action for each piece of content distributed. Furthermore, don’t just leave it on your laptop – print it out and put it where you can see it on a daily basis. Not only will a plan save you time throughout the year, it will also help achieve your content goals and create the consistency that is required for effective content marketing.

  1. I will be authentic in my tone of voice.

There is a real, constant need for content to be authentic. In this day and age, audiences are extremely well informed and information-savvy, and can see through content created with the sole purpose of getting them to spend money. According to Kentico, 74% of readers trust educational content from brands — as long as it doesn’t push a sale. By using content that is helpful and solution-oriented, coupled with a tone that is humane and relational, your audience is likely to be engaged and responsive.

  1. I will encourage action.

Titles, headlines, and main copy – every element of content speaks to your audience, encouraging them to think about why your product is important and how it can enhance their lives. A call to action is a must in every content situation, so focus on motivating your customers with appealing messaging, subtly designed to encourage purchase.

  1. I will include video in my distribution

Brand storytelling via video is taking content marketing by storm, and by 2017, will account for 69% of all consumer Internet traffic, according to Cisco. Thanks to multiple social media channels, video allows for a richer customer experience in terms of reach and communication and gives you, as a brand, several opportunities to create engaging content. Many video production houses have realised the need for monthly cost-effective videos for social media purposes. At Travel Ink, we like Ti22 Films.

  1. I will include a regular blog in my content plan

There are many reasons to create a blog for business – it establishes you as a thought leader in your industry, it keeps your brand top of mind, and it encourages prospective leads to buy. For those interested in the numbers, a recent study by Hub Spot has shown that B2B marketers who use blogs generate 67% more leads than those who don’t. For more reasons, read our recent post Why Blogging Is Good For Business.


Karen Osman
Karen Osman
Originally from England, Karen has lived the ex-pat life for the last 15 years across Asia, Europe and the Middle East. After completing a B.A. in Linguistics and English Language at the University of Durham, a two year period teaching in Tokyo was the start of a career that combined her two great loves; travel and the English language. Moving to Dubai in 2004, Karen engaged in a sales, marketing and public relations role for a luxury hospitality company. It was a great opportunity to develop communication for luxury brands, gaining experience in writing and adapting copy for both off-line and on-line channels. After identifying a gap in the market for specialised writing services for the travel, tourism and hospitality sector, Karen set up Travel Ink in 2011, steadily building the business to include some of the most high-profile hotels, airlines and tourism establishments in the region. In addition to her role as Managing Director, Karen is also the Travel and Tourism Chair Person for the British Business Group and a committee member of Business Network International.

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