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3 Working Methods to Win at Content Marketing in 2017

Ring Central Blog


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5 min read

Content marketing is always going to be one of the most important areas of focus for any brand or business using the internet. Of course, ‘content creation’ is going to play an important role in this process… but we all know there is more than enough content on the internet for everyone. With all of this in mind, if you want to win the content creation and marketing game in 2017, you need to understand who you are up against and how to deliver the best information possible to your audience. At the same time, you also want to be building your brand trust and authority at the same time.

That’s exactly what we are going to be covering in this article.

Having been in the industry now for over 20 years, I’ve seen new waves of content creation and marketing come and go. The most important thing to always keep in mind is ‘great content always works for you’. All too often I seen individual bloggers, brands and businesses put junk content out there just to put something out. This is wrong. Not only is it wrong, it’s also a waste of time and resources for both your brand and your audience – thus opening a gateway for them to quickly leave your site and potentially forget about your brand and business forever.

Keep this in mind when reading through each of the three recommended content creation and marketing tips below.


There will always be a place on the internet for written text content and articles, however, less people are using the search results to find information and are quickly looking to online video and social networks. With such a demand for instant gratification and mobile usage on the rise, one content platform that has seen massive growth over the past few years is webinars.

Webinars are great because they allow you to build a list of individuals who are interested in your product or what you have to say, while also giving you the opportunity to engage and sell to a live audience. At the same time, the costs of getting up and running with a webinar of your own are quite minimal.

In the past, it was quite a headache to set up a landing page, email list and run a live webinar. Now it’s easier than ever before. Some webinar solutions like allows for the full set up and customization of webinars, tracking and follow-ups, while also not requiring attendees to download any webinar software. This is a huge benefit to brands and marketers looking to run webinars, as each additional step an attendee might have to take to participate in your next event, is just another distraction and reason for them to leave.

If you haven’t run a webinar of your own yet, now is a great time to get started. Also, as mentioned earlier, don’t forget about the needs of your audience! No matter how great your speaking and presentation skills might be, if you aren’t delivering the right message to your audience, your webinar simply won’t perform as well as it should.


The concept of infographics is nothing new, and they may even seem outdated. However, that is only if you are looking at infographics from a ‘creation’ perspective. The real value comes into play when you start looking at visitor engagement and the many ways you can start promoting your content when an infographic is available.

As mentioned in my previous point, attention spans are quickly shortening and no one really has the time to sit around and read full-length articles. This is where infographic creation and marketing comes into play. Not only will infographics bring boring text content to life, they are also fun to read and easy to share – especially on social media.

But if that’s all you are thinking about when it comes to infographics, you are missing out big time. Once you’ve had an infographic created for your site (and made sure it
looks really good and professional), it’s then time to put in the work to make sure it get’s picked up by other sites and shown to the masses. Here are a few great methods to get started with.

Yes, an infographic will make this process a thousand times easier than if you were to simply send out emails and hope to get coverage, mentions, and link backs. Everyone loves a good infographic, and your business or brand will too!

Expert Roundups

If you haven’t taken advantage of what expert roundups can do for your content and branding, you are missing out once again. For anyone who doesn’t already know, the concept of expert roundups is quite simple. Find a bunch of experts within your niche or industry, ask them all a similar question, and then post their answers in one big article on your site. You can see a list of live roundups here.

The benefits of creating such content are many — such as providing your audience with a great resource that relevant to what they are looking for, having the opportunity to feature big name experts on your site, and also the massive social sharing, promotion and link backs that may come as a result of it as well.

It can be a timely process to create a great expert roundup, but it’s definitely a great way to create one big content piece that you can keep promoting and referencing time and time again. The main focus when preparing for an expert roundup on your site is to make sure the question is relevant to your business or service, while also providing value to your audience. A perfect example of this can be seen on, where 82 experts were asked about their best tips on how to start a blog. Since the site is focused on blogging and web hosting, it’s completely relevant and provides value to both the site, the audience and the experts featured. You will also notice that same post has nearly 1,000 social shares!

Now take a look at your niche audience and see how an expert roundup can start working for you.

Becoming a Leader within Your Niche Market in 2017

In the world of the internet, no one needs to be the best of the best to find success. Instead, you simply need to become an authority or well-respected brand within a smaller niche market. This is something we are seeing take place all the time — more often by individuals, bloggers, and hobbyists.

If you would like to compete against some of the largest brands in the world and start making a name for yourself, be sure to implement each of these three content creation and marketing methods into your business today. The common theme among all three of the methods below is that they will take some time to create and master over time – which is why they still work so well!

Originally published Apr 21, 2017, updated Aug 11, 2020

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