Marketing no longer relies entirely on sales of products or services, or even solely on brand creation and engagement. While those are key factors, there’s more you must consider with all deliberate speed.
A successful marketing campaign now centers on thought leadership. And content marketing is the best way to be a thought leader in your field or industry.
Here are a few best practices for a successful content marketing strategy:
1. Offer preemptive solutions to problems.
The age of the Internet has urged people to rely on Google each time they come across queries about facts and whatnots. When questions baffle a person, he or she first asks advice from experts. But in most cases, problems confound even the experts. So the person finally goes to the computer and uses a search engine such as Google Search to find the answer. You must determine what concerns and search terms your customers search for and help them solve the problem.
Regular delivery of unbiased, targeted information helps your potential and existing customers solve or deter their problems, ensuring that they will return when another issue comes up.
2. Leave the sales talk to salespersons.
A fruitful content marketing strategy passes the torch for sales pitch to salespersons. The first few seconds you underline your product is enough time for the reader to scram from your ornate rhetoric. And you just missed another potential customer.
So give your fans and followers specific details they need. If you sell ecofriendly products, tell them the latest studies about pollution or carbon footprint. If you sell energy-saving appliances, create a report that explains energy conservation and how to avoid high utility bills. In general, keep them engaged on topics in which your product or service belongs to.
3. Curate, reuse, and repurpose content.
Creating a report or whitepaper may be scary, but it’s just a thought. After you pick a topic to write about, you then gather content from various sources. Curate it. Then align pieces of that content to the touchpoints in your paper as reference.
The beauty of content is that you can reuse and repurpose it to your needs. Mix a few excerpts with citations from top blogs, insert an introduction and a conclusion and a cover page, and put things into the right perspective – now you have a marketable report or whitepaper. Offer the whitepaper for free, or attach it to a subscription page, and now you have an effective tool for lead generation.
If you recently delivered a seminar, speech, or presentation at a meeting, use the speech and slides from those events for a blog post, or use it for other purposes. So always keep an open mind and be creative with your content.
4. Host a blog on your website.
Using your website to host a blog is an effective, stress-free way to boost search engine optimization, to share content, and to ensure a proactive website. Each time you publish a new blog post, online search providers scan your website, update their search engine algorithm, and boost your ranking in search page results. Publish at least two to three blog posts per week, or make it once a day if possible. But ensure that you schedule posts on the same days so readers know when to check in.
Sometimes SEO is not crucial, especially if the content you produce keeps your readers coming back for more. In this case, the readers will spread word about your blog and share it with their friends.
5. Use videos whenever possible.
Videos are very fashionable and popular and easy to produce. You can make the most of online video editing tools through a decent script, making lifelike images and presentations to draw attention from customers. Put the videos on your homepage or on your YouTube channel so people know what your brand is about.
6. Optimize content for SEO.
With all the great content – whitepapers, presentation slides, blogs, videos, and so on – you gathered, you must ensure that search engines and people can find it.
Content is easy to enhance, and it boosts website traffic. Write catchy, appealing titles to pull your target consumers. Add meta titles and meta descriptions appended with a specific keyword or key phrase. Is the keyword in the title, the URL, and the meta data? There are tools and plugins to evaluate SEO, such as a WordPress plugin called Yoast.
7. Promote your content on major social networking sites.
Now that you have a rich collection of optimized content, you must figure out how to share it on social media.
Social media is a great way for content distribution. Major social networking sites such as Facebook, Google+, Twitter, and LinkedIn are the places where most of your target audience spends their time. And the better part of the decade confirms social networking sites are the most effective way to reach your customers.
Whether or not people admit it, most of them check at least one social networking site in their workday. So why not make their breaks productive? Create teasers from your content and share it on social networking sites with a link to the original post. This will drive people to read and share your content, drawing you a step closer to being a thought leader in your niche or industry.
Effective content marketing is the best plan of action to position yourself as a thought leader or influencer in your industry. Did everything pan out from your content marketing strategy? What does this list lack? Drop us a message in the comments section below.