Content Marketing | A Practical Guide to Building a Killer Content Marketing Strategy
Content Marketing | There’s marketing, and then there’s content marketing, a niche that’s becoming more and more relevant in the digital era. Start-ups especially need to make the most of content marketing as a way to draw in new clients and visitors on a variety of platforms. Great marketers know that content marketing simply works; it is a proven strategy to help small businesses achieve their key marketing objectives. But too many professionals are jumping into content marketing without proper planning, or without the required information to create truly successful content, from both a reader perspective and from a goal-attainment one.
Content has become a sum of many things: webinars, blog posts, videos, social network posts and more. If done right, a well-executed digital campaign will yield considerable benefits for both established businesses and entrepreneurs. However, whether the content is created in-house or outsourced to an agency, there will be a time when creative ideas for interesting new content become scarce. Here are five tips for creating outstanding content.
Write to your target audience | Content Marketing
Do you know who your audience is and what sort of content they’re after? You should know their needs, wants, and pain-points. Your content marketing needs to be tailored to your target demographics, and the tone and style of the content should be directed towards your key demographics. For example, you’d adopt a very different marketing strategy for marketing to teens, as opposed to baby boomers. When your audience is diverse, it’s a good idea to lean towards the conservative side.
Content doesn’t have to always be written | Content Marketing
Content marketing often refers to text, but it can also be infographics, videos or images. A good mix of all these elements can engage your visitors and draw them in. While much of SEO optimization focuses on text that search engines can digest, visual content is much more appealing for human readers. Audiences are naturally wired to be more engaged with visual content, as 90 percent of the information that comes to the brain is visual, and content that uses imagery gets 94 percent more views than those without.
A good content marketer has many different types of content in his arsenal. Don’t focus on one type but keep things interesting and exciting by producing blog posts, articles, e-Books, whitepapers, infographics, videos, presentations, and more.
Quality over quantity | Content Marketing
The bottom line is every piece of content should provide the reader value and leave them happy they had read it. Yet, it’s important that you are consistently and frequently posting. So there needs to be a balance, which is different for every company based on resources, industry, and your audience. More words don’t necessarily more information. More blog posts don’t necessarily mean more meaningful content. One high-quality, well thought-post blog post per week will be more effective at generating traffic and value for your readers than a dozen of mediocre blog posts per day.
Integrate with social media | Content Marketing
Integrate social media into your content marketing efforts by giving people the option to share your content across social media platforms. Once people begin to share your content, the reach of it can explode and it has the opportunity to go viral. Social media is also helpful in providing ideas for topics in real-time. Writing content around trending topics, or news jacking, help provide valuable content to people actively looking for it. Enhance content by addressing different sides to a popular topic, taking a controversial stance, or supplementing it with different media like videos or infographics.
Re-purpose content | Content Marketing
One of the greatest skills expert content marketers possess is knowing how to re-purpose content in many different ways. They can see opportunities to use existing content in many different ways to maximize the value of that content. If finding a topic and doing the research for it is too time-consuming, create a bundle of content you have already created around a certain topic. Gather content with an underlying theme, like “Website Design Tips,” and package it with a supplemental blog post.
Content marketing is now a required component of SEO optimization. And it works by engaging new and existing audiences, and encouraging sharing. Although each content marketing strategy is going to be slightly different depending on the company, the ideas we mentioned will be applicable to any scenario. For those of you just starting out with a content marketing strategy, we hope you can keep these in mind and they help accelerate your success.