That content marketing, so hot right now. Content marketing is all the rage in the digital space. It’s no surprise; long has great content been the key to creating engagement, building your brand and even generating revenue. With its buzzworthy status, articles on how to do content marketing right are definitely not in short supply. Everyone has an opinion on it but let’s get straight to the point of this post. Here are my tips for professional and aspiring content marketers everywhere.
Don’t get lost in the Internet wormhole
Content marketing often involves blogging and copywriting. Blogging and copywriting often involve research. However, if you’re like me, you want to read everything you can on a particular subject, learn everything you can about it before you hit your deadline. You read article after article, and sometimes end up on a different subject entirely. However, in order to stay on track, you need to remember that you don’t need to know EVERYTHING to write a well informed, accurate blog post or article; you just need to know enough. When you get to a place where you feel comfortable with the material, put the research on hold, and start writing.
Timing, timing, timing
One of the best ways to have your content succeed is to capitalize on trends and current events. For example, if you’re a sporting goods company, writing about the top running shoes right before a major marathon can help you drive interest and traffic to your site. Another example of great time was Oreo during the 2013 SuperBowl. The power went out and without missing a beat, Oreo posted this tweet that garnered much praise:
For social channels, check to see what hashtags are trending and see if there is a fit for you to join the conversation. Be warned though; if you’re participating in a trend or making a comment on a current event, make sure you have the facts! This especially the case with social media. You don’t want to be a DiGiorno.
Keep it real
While staying on top of trends is recommended, make sure to stay true to your brand. The Internet is all too ready to call BS on you and people are wise to the ways of marketing. Whatever content you produce, make sure you are being authentic. Is this in line with who you are as brand? Is this what your audience wants to see? Sometimes there is a fine balance you need to find between the two.
If you use Google Analytics for your website or blog, check out the Affinity Interests of your audience. The top choice is most likely related to what your brand does or is about, but beyond that, you might be surprised. This is a great way to find other topics to write about, keeping your content fresh while still appealing to your readers.
When you’re considering what content to create, consider this: How does this provide value to your audience? Is it helpful information? Is it a heartwarming story that might brighten their day? I’m a firm believer in not just posting for the sake of posting. People are bombarded by articles on the Internet and this is one way to cut through the noise.
In addition to providing value, consider how your content is structured. List format has been proven to increase engagement. According to the Content Marketing Institute, list posts that contained odd numbers had a 20% higher click-through rate than headlines with even numbers.
Consider all distribution channels
So you’ve created a great piece of content. Now, how do you share it? Consider all your distribution channels during the creation of your content. It save you time in the end. How will this look on a blog? How will with this look on social media? It’s OK to have variations in copy and images depending on the channel. You want that audience to engage with what you post.
I also recommend not linking social media accounts to each other. Yes, it does make posting across channels easier but you don’t have control over how your content is displayed. Also, direct upload of media content like photos and videos has a higher engagement than just links.
Above all else, be creative. We are content marketers because we love writing, engaging with people online, shooting photos and videos and coming up with new ideas. Push the boundaries in meaningful ways. Let the ideas flow! And if you need content marketing help - don't hesitate to reach out and drop us a line.