Content marketing is a phrase you have probably heard over a million times over, but what is it and how can it support your business growth?
The Content Marketing Institute describe content marketing as a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.
Content marketing has certainly evolved over the years, becoming much more than the simple sharing of a story or blog post. There are now a range of channels to take advantage of from social media posts, videos, podcasts, infographics, webinars, how to guides to interactive games to name but a few.
It’s hard to sometimes know where to start so here we share our top tips on how to get the most from your content marketing;
- Be authentic and plan
The first thing is to make sure that your message is authentic, is relevant and truly reflects your brand. What are the key services and products you offer? What are your USP’s? Get to know what makes you, you and plan a list of content that aligns with your businesses key offerings and personality. Not all content needs to be planned however, don’t be afraid to also be reactive to topical news stories or new trends in the market.
- Be consistent and form good habits
The key to successful content marketing is being consistent and forming good habits. Schedule time in your diary every week just like you would an important meeting. It’s too easy to fall into bad habits when client work beckons and to not treat your own marketing as a priority. This mindset will start to change when you see engagement levels improve and the monetary value content marketing can bring to your business.
- Create evergreen content
Produce more evergreen content! This is essentially content that is always relevant – much like the way an evergreen tree retains its leaves all year round! Interesting and relevant content that doesn’t become dated can be shared numerous times across platforms throughout the year as well as being an effective way of boosting SEO (search engine optimisation). An example of an evergreen article could be something like ‘Top tips to create a winning press release’
- List ideas
Been to an inspiring event? Listened to a great speaker or podcast? Jot down any ideas that you have on the go and refer back to them later for content inspiration!
- Make it relevant and choose the right channel
Consider your target audience and ensure the content, tone of voice and channel is relevant to that audience. For example, for a younger audience, interactive games, instagram or videos may work well or for those time poor busy commuters, an infographic could be effective. Consider the market you are targeting. If it is the corporate market is LinkedIn or Twitter more suitable? Really get to know how different platforms work as they constantly evolve and try the new features they offer. For example, LinkedIn have just launched a new video feature. Have you tried it yet?
- Don’t try to be everything to everyone
There is a risk in marketing to try and be all things to all people and in all places. Consider the platforms that work best for your target audience and really work at nailing them first before moving onto others. You might have accounts for different channels but put your efforts into your top 3 and really see how they work for you first.
Consistent and regular content is key to maintaining engagement levels with your audience. Consider use of a scheduling site such as Buffer or Meet Edgar to help you plan your content and maintain the right frequency of posts. These sites are particularly useful at helping you share your evergreen content more consistently throughout different times of the year.
- Review and improve
Finally, one of the most important parts of content marketing is to regularly review what’s working and what isn’t. Which platforms and audiences are you getting most engagement from? Learn from that and do more of what is working and less of what isn’t! Set time in the diary to review your activity every month.
Finally, enjoy creating and sharing your content! With more people than ever online, the world really is your oyster.
For advice on your content marketing strategy or for help telling your story, contact Nina Walton Marketing & Communications on www.ninawaltonmarketing.co.uk email: firstname.lastname@example.org, call: 07754602335