Brafton’s Weekly Content Marketing Roundup features the latest news and trends in the world of content marketing. This week we’re diving into why longer content isn’t always better, how one company’s mistake can be a social media lesson for others, the latest data on the content marketing industry, and a whole lot more.

Target client needs with ABM

As marketing continues to evolve, businesses are testing out new techniques to get the attention of major brands and score big deals. This has led to the emergence of account-based marketing, or ABM. In this piece, Brafton Content Marketing Strategist Matthew Kaplan explains everything you need to know about ABM. Read more here.

Publishing plan power

Just like with any aspect of a content marketing strategy, content creation should not be done on a whim. This piece from Top Rank Marketing provides guidance on how to develop an effective content calendar for your goals, and outlines the benefits of creating a solid content strategy that puts your marketing materials in front of the right audience at the right time. Discover the plan here.

Walk a mile in searchers' shoesFuel content with intent

What would happen if the content you create didn’t help or answer your prospects’ questions? Well, it wouldn’t drive results. In this article, we explore how brands should focus on using searcher intent to create an effective keyword and content strategy that provides readers with the information they need at different stages of the funnel. Get the insight here.

Less is more

Many marketing strategies include the use of longer-form content to meet brands’ goals and prospects’ needs, but producing lengthy articles may not always be the best practice. dives into why marketers should not get hung up on longer-form pieces, and how they can turn their focus to creating content that efficiently answers the questions of their target audience without going overboard. Read here for more guidance.

The words of subject matter experts hold more weight.Tap into your SMEs

Establishing thought leadership is a goal for many marketers, and it’s a great target to have. But brands don’t stand a chance of achieving it if they don’t utilize the insight of subject matter experts. Brafton’s Eric Wendt makes the case in this article for using SMEs to create successful thought leadership content that educates and engages readers. Get the lowdown on SMEs here.

Content marketing continues to grow

It’s certainly no surprise that nearly every brand is using content marketing, and 2017 is poised to be an exciting year for the industry as more and more companies realize the benefits of the practice. This infographic from Point Visible highlights the latest data about the use of content marketing, including the fact that 75 percent of marketers are investing more into those strategies. Check out the rest of the stats.

Vamp up with video

If you’re looking to improve the ROI of your content strategy, then you’ve got to go with video. Video marketing increases the effectiveness of your campaigns and has significant influence on prospects’ purchasing decisions. Eric Wendt covers the benefits and how-tos of video strategy along with Senior Creative Director Perry Leenhouts in this article. Get all the info!

Become a social media guru

What exactly does it take to be an expert in social media? Several experts weigh in for this piece on Social Media Today, and give advice on the tools and tricks of the trade that can turn any marketer into a social media pro. Read here for all the expert tips!

That’s all we’ve got for this week. Don’t forget to come back next Friday for our latest roundup of the news and trends in content marketing.

Tressa Sloane is the Sr. Manager of Editorial Development in Boston. Born a Southern belle, she now resides in the chilly (but wicked awesome) Northeast, and when she's not learning everything she can about content marketing, she's obsessing over Elvis, Auburn football and France.