This internet thing is wonderful, with all these images and videos and words that can be posted, shared, read or chuckled at. Maybe, just maybe, they could be used to drive traffic towards your blog or website? Eureka, you’ve just discovered content marketing!
It’s a concept that can be tough to describe to others, but content marketing has evolved as an alternative to the traditional Mad Men-style advertising campaign, which has come to be seen as the vendor’s agenda. Content marketing, in contrast, offers potential customers a story about what’s in it for them, using a narrative that incorporates all those web and social media favourites mentioned above.
The goal, of course, of any marketing strategy is to reach a target, perhaps greater exposure, traffic or sales. Here are 5 tips on how to make content marketing an effective tool for your organisation:
Where can my content be seen?
Pretty much anywhere: website news or blog sections, social media platforms like YouTube and Facebook, SMS, white papers and newsletters. You can use Twitter or Facebook to deliver content, or link to a post available elsewhere, such as on your own site.
Who should I target?
Consider your different stakeholder groups, and define your strengths with each of these. What benefits can you offer to each group? Among the most successful examples of low-cost, content marketing in the digital age are the ‘how to’ videos on YouTube – such as a guide to climbing offered by an outdoor gear retailer. This content offers a free, useful service, but also advertises a company’s expertise and services to potentially millions of customers.
What content should I produce?
You must understand the wishes of your audience: what they are looking for, what they need and what they do not even realise they need. So if your company offers personal loans you might create blog pieces that discuss money issues, a video that shows how a customer put a loan to good use or infographics that highlight the strengths of your company compared to others.
Focus on the benefits and later deal with the specifics. The mobile phone case you are selling “offers 100% protection against water damage”, and you can go into the techy details of why that is much later.
Content could range from a 15-minute video on YouTube, to a five-second GIF on Twitter. It could be a 700-word article, or a snappy 12-word tweet. It’s a good idea to use all types of content and to vary the tone, very occasionally employing a harder sell which perhaps highlights the benefits of your company in comparison to others.
For a step by step approach on writing your own content, check out our post detailing who to focus, how to write it, and how to get the word out.
Who will create it?
It could be you or your staff, so you need to work out how much time is to be spent on your strategy. If you have the financial resources, you could bring in outside help and expertise. Once a blog or Facebook site is set up you must ensure that it is regularly updated, so make sure everyone knows what is expected and how often they are required to submit content.
What are your goals?
The ultimate ambition is to see an improvement in your organisation’s performance – which probably means greater sales. View sales data and site visitor figures and how they relate to the publishing of your content. You can also, of course, check out interactions on Twitter – clicks, retweets, video views – and likes or shares on Facebook. Look for patterns relating to the type of content you are sharing. Perhaps consider the best time to distribute and what kind of content is generating a positive response.
At GrowthMinds, we believe that sharing your knowledge through content helps your clients understand your ethos and purpose, furthermore it can help SEO too. If you’d like to know more contact us.