Are you looking to up your content marketing game this year? Creating valuable content could be a great way to grow your small business and focus on building a loyal audience online. While content marketing can be a strategic effort, it’s also an artform. Here are five tips on how to get the most out of your content marketing endeavours.
What is content marketing?
Content marketing can be defined as the practice of creating and sharing valuable content to a specific audience. While the ultimate goal is to generate interest in a brand, hopefully resulting in sales or customer growth, it is generally executed with a softer approach. The theory is that brands and businesses can create content that stimulate interest in their brand by demonstrating their expertise or providing value to the audience. Content can come in many different forms, including blogs, articles, ebooks, video, images and social media.
1 Create content that’s valuable
It can be easy to think that any content is good content, but with the digital space becoming more and more crowded, that’s not always the case. You need your content to stand out from the crowd. Do your research and find out how you can create content that resonates with your audience – content they are going to like and share. Look at what your competitors are doing and make sure your content offers something unique.
2 Choose the right format
There are many different types of content that can be distributed across multiple channels. Once you’ve decided what type of content you want to create, have a think about what format would suit it best. Can you demonstrate your expertise in a written article or would a video be better? Would your audience appreciate content in a format they can download and keep or print out for later use. Think about your core message, what you would like your content to achieve, and how you want your audience to use it.
3 Pick the perfect platform/s
With a plethora of digital and social media platforms to choose from, distributing your content can be a whole other strategy. Once you have created content and know the format you are going to use, you then need to pick the perfect platform. Will you launch your content on all your social media channels or just one? Will you create a specific email campaign? Will you place a pop-up on your website or embed your content on your homepage? This will all become part of your launch strategy.
4 Look for learnings
Not all content is going to resonate with your audience and while you can make an educated guess, you may find that some content does better than others. This is ok. Take it for what it is – a learning that you can use and apply later. Perhaps your audience loves video or maybe infographics do better than a written article. Observe what works and what doesn’t and use it to adjust your content marketing strategy moving forward.
5 Decide on a repurpose strategy
Once you have completed your content marketing campaign, you don’t have to stop there. Many forms of content don’t expire but can continue to generate traffic, clicks and engagement for years. Consider how you can re-promote your content moving forward. If it has done particularly well on social media, reschedule it in a month or two. Publishers no longer have to look only to new content to generate interest, repurposing or re-promoting old content is a great way to have long-lasting effects.