If you are putting together a marketing strategy for your company, you probably see the term “content marketing” everywhere. Essentially, this term refers to a blend of webinars, videos, social media, blog posts, and more all working together for your marketing goals. A properly executed content marketing campaign can give you excellent results and position you as an authority and expert in your field, whether you’re a startup or established business.
With so many different moving parts, a content marketing campaign is not always easy to implement. Your online brand and persona need to match your customer’s’ needs, and shared content often requires interaction on your end to stimulate conversation and establish relationships.
To make the most out of your content marketing campaign, follow these five tried and true tips in the planning process.
1. Keep Your Content Relevant to Your Audience
This step requires you to get to know your audiences across all of your social networking platforms since each one has a unique identity and audience. A little bit of demographic research will tell you that Google+ has more male users while Pinterest is more popular with women, and that allows you to adjust your content for each audience and where to share to get the best results.
You should have a grasp on your target audience’s interests, and you can use your blog to build a community around these interests and your brand. Your blog can keep them up-to-date on the latest happenings in your field, give them great tips and advice, and more. You can check out social media to find out what your audience is sharing and build blog posts around these interests, which will make it more likely they will share your content and give you free, yet valuable, marketing.
2. Avoid Broadcasting
Broadcast advertising is no longer an effective form of marketing, and constant self-reference won’t engage your audience. You need to adjust your message to use stories to illustrate the benefits your company offers as to not discourage your audience.
Your message should be directed to your readers, which can be achieved by simply using the word “you” to pique the interest of your readers. A good rule of thumb is to make promotional content one post out of every seven.
3. Share What Works.
Creating content might seem like a daunting task, especially if you are a small business lacking the time or resources to do something like write a white paper or come up with an e-book to share. Consider your schedule, talents, and budget and figure out what type of format works for you. For example, you can try short-form articles, infographics or other sharable graphics that can be easily made with free resources, product photographs for Instagram, short product demonstration or instructional videos, and other related business content.
Additionally, allow your readers to get to know you by sharing content about things you are interested in and passionate about and are personally relevant to you.
4. Take Advantage of Existing Content
Content aggregation is a growing trend that allows you to get relevant content directly from other companies’ RSS feeds and automatically turn them into shares. Another method is curating content, which requires a staff member to find, read, and qualify existing digital content that applies to your audience.
While it might sound like a lot of manpower is required for content curation, it can take as little as 30 minutes a day for you or an employee to keep up with digital content related to your field and share articles that will interest your audience, even those of you who are in a niche field.
Curating and sharing content that resonates with your readers and gives them valuable information will set you up as a reliable source of information on a specific topic. You’ll also potentially build relationships with others in your industry when you share third-party content and broaden the conversation.
5. Measure Analytics Regularly
When you post a new piece, track the comments and responses it receives. Social media platforms offer free metrics tools that allow you to see how each post you make perform, and you can see what type of posts are acted upon in any way. You may find that certain types of content or even a certain platform doesn’t perform well, which allows you to focus your attention on what does work for you.
Your content marketing will grow and perform better as you spend time on it and stay persistent with it. Don’t give up on your content marketing just because you don’t see sales right away. Developing a plan and having reasonable expectations for your strategy will allow you to adjust and grow your content marketing over time to see results.
For help with developing a marketing plan that is going to drive you more business, give us a call at Grow Digital Marketing!