With Content Marketing the Whole is Greater than the Sum of its Parts

With Content Marketing the Whole is Greater than the Sum of its Parts

Content marketing is crucial to harness for business in 2016. The thing is content is a kind of broad definition. This blog is content, a tweet is content in fact everything you put online is content. Things have evolved though in 2016 and there are a couple of key areas that will not only help you when it comes to creating authority and a reputation but if done right can help attract customers as well.

So to steal the line from a recent sci-fi movie (you might notice this trend in blogs I do:

Shall we begin

content marketing 2016


Off the top of your head can you think of many businesses/universities/organisations who are blogging regularly?

I’m going to guess probably not. The reason why the numbers are so low is simply


Creating a blog post from research to writing the blog to publishing and promoting it can take up a large amount of time. This I have learned from experience. I’ve been blogging for 4 years and have done so across 4 different websites on topics ranging from rugby autumn internationals to reviewing a farmers market in Marlay Park to all the latest in social media news. Starting off I didn’t really know much about blogging however as they say nothing beats experience, which for you is a good or bad thing.

Blogging is a crucial content marketing tactic to start working on in 2016. Businesses that blog receive 67% more leads than those that don’t. That stat alone is worth you considering your blog. Not only does it help you become a knowledge leader in your sector but it is also good from an SEO standpoint. There are few things that Google likes more than new content (so long as you have it SEO friendly of course). So if you’ve been looking at blogging and wondering what to do here are my top 3 tips:

  1. Start blogging about a hobby/interest – Think of this as your blog training. Learn the ropes and from a research stand point this type of blogging should be easy as you already have a lot of the knowledge. Once you master this remove the training wheels and work on your business.
  2. Set up a WordPress page for your blog. Depending on your website service these provide the core pages which can’t take a blog into account, if you blog enough you’ll reach the end of the page. WordPress is terrific for its simplicity and plugins which brings me to point 3.
  3. Use and SEO plugin – There are tools out there that will tell if you’re SEO friendly or not. I would recommend Yoast SEO.



Since Meerkat brought Live Streaming to the fore it really has taken off. I won’t spend too long on this as I have recently done a blog with tips to help you do your own live stream. However when the likes of Manchester United, The UFC and Mashable are starting to do regular live streams you realise it’s arrived, big time!!

The reason for this is simple, eyeballs. The next time you’re on the bus, in a restaurant or a pub have a look around and see how many people are on their phones. Social networks like Facebook are where people are spending their time. In Ireland 74% of people are on Facebook daily. That’s a big potential audience and brands are recognising this. So you want to take the leap and start broadcasting the best option for you are:


The human eye processes images 60,000 times faster than text, case closed.

Seriously after a stat like that if you’re still only using text then good luck to you. Look at your current social media content and see where you can add visuals to them.

Need another reason to use visuals?

Buffer highlighted in a recent blog their 10 most successful Tweets and one of the key things they had in common was that the majority have images in the.

I also did research on Instagram and found that images have 28 engagements per post in comparison to 19 per post for video. So start using images in your content marketing efforts, now.



If you haven’t heard of infographics before the best way to describe them is a way to show people a huge amount of content but in a simple and VISUAL way. If you’re stuck for some stats and figures go onto Pinterest, add infographic to your search and voila [add screenshot]. While infographics can be really complex and they can look difficult to do fear not Piktochart is a tool that can help you make infographics of your own.

If you are in an industry where you can a lot of data that can be used in your content marketing efforts then an infographic is definitely a great way to explain this data in a simple way. 



We are in the era of storytelling. The fact that SnapChat and Instagram are amongst the top channels in 2016 perfectly illustrates this. As a result when it comes to content take a storytelling angle to it. Not only is it a great way of working on your editing and storytelling skills but it’s a terrific way to plan out and make the max use of content you have. For example if I was to create a storyboard for this very blog I would do the following


  • Beginning: Announce the blog and what it’s about
  • Middle: The meat of the post discussing the 6 key headings
  • End: Have a Call To Action if people want to find out more



  • Image 1 – The featured image along with keyword hashtags
  • Image 2 – The Buffer stat about engagement. This will also include @buffer and build engagement with them
  • Image 3 – The Image at the end of this blog and go into detail about each section

This is a simple example of a storyboard. Depending on your content you can use this template.



When it comes to video I’ve decided to explain why you need to be using video through the medium of you guessed it video.

So those stats alone should be reason enough to start using video.


Want to learn more about Content Marketing?

As the chart below shows content marketing has evolved in a big way in 2016. It has never been easier either to create content in all these formats. Whether it’s video, infographics or blogging it’s important to start using them ASAP.

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