“Content is King”: a phrase that is thrown around so often in the digital age, it must bear some importance. When Bill Gates first uttered the phrase in 1996, he spoke about the changes occurring in content and its production as the internet becomes more popular. The internet has not only changed the way content is produced and shared, but the way marketing is done as well. With so many possibilities for sponsored posts, consumers can be overwhelmed by blatant advertising. This is why content marketing works; it does not come across as promotional material. It is simply a method of gaining publicity and getting attention to your brand without referring specifically to your product or service.
First, it’s important to establish your brand, what message you want to send, and who your demographic is. The content you share should be in line with your brand’s goals and your demographic’s interests. Consider how small details such as your logo can contribute to your brand. Create a new logo here if necessary.
Set measurable goals. You need to know what you’re trying to accomplish using content marketing. Are you generating more leads? Converting buyers? Generating more online traffic? Establish a timeframe that you would like to accomplish these goals within. Measure the results and adjust your content-sharing accordingly.
Develop and document a strategy. This strategy should be flexible but it will keep you on track with your content-sharing. Plan your earlier phases in more detail; it may take a while to establish your brand’s content strategy. It might also be challenging at the beginning to engage with your intended demographic or establish your online presence. This step may take some trial and error.
You don’t need to be consistently creating your own content; find and share articles, blog posts, videos, or photos which would draw the attention of your intended demographic. This will not only define and promote your brand, but create a network with content creators who may share your original content in the future.
The content should be updated regularly to stay fresh and relevant. With that in mind, remember to think quality and not quantity. Low-quality or unoriginal content is unlikely to gain much attention or get shared often. It is worth spending the time it takes to find or create worthwhile content.
Look at the current trends in and outside your industry to determine what kind of content marketing is successful and what you’d like your specific content to emanate. You can imitate or recreate the strategies of other brands while catering to your own demographic with your own content.
Consider what your competition is doing; how are they using content marketing to their advantage? Is there something you can do to mimic their strategies while simultaneously setting your business apart? Learn from their mistakes and improve upon them.
Use various formats. Different people have different ways of learning; someone may prefer listening to someone talk about your business in a video while another person might prefer reading as much as they can. Repurpose the same information; you can use statistics from a blog post to create an infographic and a video.
Make sure that you have the same information available in different formats and on different platforms. You don’t want to exclude potential buyers or clients by not posting on platforms they engage with. Share your content on a company website or blog, as well as a company Facebook, Twitter, Instagram, and LinkedIn.
Finally, share content that’s visually interesting. Make the information you’re sharing stand out amongst the overwhelming amount of content with compelling colours, fonts, icons, photos, charts, and infographics. The content should be visually gripping and easy to read whether accessed on a laptop, on mobile, or printed out.
Content marketing is a low-cost method of advertising which generates traffic, encourages engagement with potential consumers, and generates a network with other content creators. It might be intimidating to get going, but content marketing can be very beneficial to small businesses. Setting goals, a bit of research, creating a plan, and participating in a network will make content marketing come as second nature. Advertising which includes consumers will set your business apart from others that rely on traditional methods of advertising.