Top Tips for Content Marketing Success!
Much has been said about why need brands and businesses need to accept and adopt content marketing. With no two businesses being the same, how do you work out which method is best for you and more importantly which one will have the best impact with your audience?
The first step is recognising how affective Content Marketing can be if implemented correctly. The next step is formulating a strategy regarding which types of content marketing will work best for your own business. There are many different types of content marketing and some take both more time and skill to carry out than others. The key to success is employing a mixture of articles and content types that your audience will engage with and react positively to.
But which content types are having the most success today?
Top 10 Content Marketing Methods 2014
- Website – the more competitive your site is the more you should update it
- Blogs – remember you don’t have to always only write about your own business
- White papers – become a trusted advisor, or partner with someone who is
- Articles – have a well balanced opinion and share it – good old fashioned PR
- eBooks – take time to do well but are essential for showing your expertise
- Case Studies – you’ve had success, so explain how it happened
- Testimonials – what do your customers think of you
- Microblogging – like blogging, sites like twitter are a great way to spread the word
- Webinars/Webcasts – people are becoming more accustomed to video so take advantage
- Infographics – a great way to demonstrate expertise, like eBooks it requires research
This is only the top 10, a recent survey conducted by Content Marketing Institute, PR Newswire and Eloqua listed another 30 different types of content marketing that businesses can use to engage their audience and grow their brand. If you’re still looking for some inspiration check out their helpful Content Marketing Playbook that lists all 42 top content marketing tactics.
Here’s a selection of our favourites from that list along with some key points to remember.
Facebook Stories Page
- Be prepared to let go and let the participants lead the conversation.
- People may not come to you right away, so you may have to go to them first.
- Feed the movement with rich media, including video, surveys, quizzes, games and more.
- Start simple at first. Define a customer pain point and create a conversation platform, then see what happens
Online News / Press Releases
- Don’t wait for big news; find reasons to send releases all the time.
- Include specific calls to action that compel customers to respond to your release in some way.
- Add social media tags so that your releases can be found.
Online Magazine (eZines)
- If you don’t like the confinement of a digital replica, consider repurposing magazine content on a microsite.
- Digital magazines are great for integrating print content with a Web presence.
- Consider adding video and podcasts to your magazine content
- Tailor the content to the different learning needs of different audiences: buyers doing research, prospects close to making a purchasing decision, current customers.
- Use the mediums most popular with your constituencies
- Be generous with real-life examples and illustrations
- Overall strategy: establishing thought leadership, not by creating content per se, but by assembling it in a convenient location.
- The SEO potential can be huge; you’re creating a fountain of keyword search terms almost automatically.
- Think spin-offs: conferences, seminars, virtual seminars that rest on the foundation of the content platform.
- Everyone’s confusion can become your opportunity – where can you deliver value by providing clarity?
- Think metaphorically to find a guiding image or idea that frames your information.
- Make your resulting infographic easy to share or embed online for maximum reach and distribution.
As can be seen, there’s a lot to cover and not all of these will be perfect for your business. The important thing is to consider where is your audience and what mindset will they be in when they consume content via these channels. For example the Facebook user liking a brand is in a very different state of mind than the Amazon user reading a review.
And what is the best way of measuring success? Is it likes, followers or web traffic? Have the capability to measure everything — and then don’t. You’ve got to create a great atmosphere of measuring what’s right, rather than measuring what you can. Measurement for so long has been about a “proof” that something works, rather than providing an insight into how to improve a process.
Building an atmosphere of delivering the RIGHT analytics to the RIGHT manager at the RIGHT time becomes key. Reports of “likes,” and “followers,” and ”page views,” and other “engagement” metrics are not only not critical to the C-Suite, they are pointless.
If we’re approaching our analytics and measurement with the right mindset — and using them as ways to improve our process to reach our ultimate goal — then we will have alleviated much of that concern to begin with.
The other thing people need to remember is that, realistically, there have never been effective ways of measuring most traditional advertising and marketing except at the end of the fiscal year, when you could tell whether you made a profit or not. Only then you could surmise that something must have worked in your communications strategy.