Content marketing is just like any other type of marketing campaign, but not many businesses treat it that way. It’s not as simple as just writing a blog post or posting a YouTube video. It takes strategy and planning to make content marketing work. Are you giving it your all?
Your Content Must Be Good
Your business is your life and you know all about it. Your knowledge is unquestionable, but when it comes to explaining it in a way that is both informative and entertaining, you may come up short. One of the key aspects of content marketing is it must be something that people want to read and share. If it’s not, then no matter how good your marketing is, it’s not going to work.
If you need a little help, then don’t hesitate to higher a freelancer or use the resources of a content/ digital marketing firm to shore up your content and give your customers what they deserve.
Develop a Variety of Content
One of the biggest misconceptions people have is content marketing begins and ends with blog posts. It incorporates all content you create from blog posts, white papers, press releases and email newsletters. If it’s content designed to inform or entertain your customers, then it’s something that can be marketed.
If you currently only use blog posts, then it’s time to expand. That doesn’t mean you have to create 100 percent unique ideas for multiple avenues though. You can create a white paper about an in-depth subject and then break that down into several blog posts or turn it into an infographic. Does the content itself need to be unique? Yes, but you can extrapolate ideas and recycle them in other forms of content.
Create a Budget for Content Marketing
It doesn’t cost you a cent to create a blog post. It doesn’t cost anything to share that blog post on Facebook or other social media platforms. So why do you need to create a budget?
Do you have an advertising budget? Do you have a budget for SEO? Do you have a budget for every marketing avenue except content marketing? If you’re going to use content as a marketing tool, then treat it like any other aspect of marketing. You may create a good blog post, but would a professional writer create an even better one?
You can share it on Facebook, but how many people are seeing it? You should put money into social media sponsored posts and tweets? There are content distribution services such as Outbrain that can get your content on other websites…but not for free.
Does your email marketing really engage your customers? Invest in a better newsletter template or better email marketing service.
Give It Time to Work
Unlike PPC, content marketing doesn’t give you instant results. It can take weeks or even months to see an impact, depending on your investment. The good news is it brings in traffic over time and consistently. If you have created evergreen content it will continue to convert long after it’s published.
Content requires traction and it gets that through your marketing efforts and natural ranking in Google. If you’re not willing to give it time to work, then content marketing isn’t right for you. Patience is a key element to success.
Build Thought Leadership with Guest Blogging
If you want your brand to be considered a leader in your industry, then consider guest blogging on websites close to your niche or writing editorials to popular or local news outlets. Guest blogging has many benefits outside of building your brand. It opens your company to a new audience and provides you with the opportunity to cross promote with the host blog.
Content marketing is a buzzword that many people know about, but don’t really understand. Follow these steps and it should make your campaign more effective.