Content marketing is important, but it can be frustrating. It’s time consuming, costly, and many companies don’t see immediate benefits to their bottom lines. The truth is that content marketing does work – especially when it comes to brand awareness – if you take the time to first create a solid content strategy. But even with a strong strategy it can sometimes require extra effort to generate the right results.
Utilize the following content marketing tips to get most out of your efforts.
1. Create a strong content distribution and promotion strategy
Having a robust content distribution and promotion strategy is as important (or even more important) as having a good content strategy. And a great distribution plan is about more than getting your content in front of as many people as possible. You want to identify what channels your audiences use, and how they use them. There are plenty of channels to choose from – such as your website, social platforms, and email. Each channel will require its own messaging, so make sure to tweak your content to give it the best chance to perform in the appropriate channel. Sometimes this means sharing your content more than once. Remember, it’s okay to share your content multiple times in some channels.
Another helpful tip when it comes to distribution and promotion – don’t be afraid of tools. There is a lot of competition out there, but there’s also a lot of great content distribution services that can help you get your content where it needs to be – like the front page of a a newspaper website or in your audiences’ Facebook newsfeed.
2. Produce quality content
This is a no-brainer. It is advice given in just about every content marketing article out there, because it’s SO important. Your product or service isn’t meant for everyone. The same rule applies to the content you create. Develop a strong, compelling and emotional brand narrative and use that in your content. Better yet, start by creating a longer narrative that can be broken down to support multiple pieces of content.
3. Take advantage of influencer opportunities
It’s critical to distribute your content across channels you control (your own website and social media accounts, etc.), but sometimes content will resonate more with your audience when it’s shared by someone else. PR and marketing professionals know this. In fact, according to a recent study by eMarketer, over 80 percent of marketers who have launched marketing campaigns involving social media influencers found them to be effective for driving both engagements and awareness. Social influencers can share your content to their followers who already value their opinions. So make sure you are including social influencers in your strategy! Need more convincing? Check out our top three reasons to use social influencer marketing.
4. Repurpose content that’s worked in the past
One of the hardest parts of content marketing is finding the time to produce really good content, but keep in mind you don’t have to reinvent the wheel every time. Take some time to conduct a content audit and identify topics and pieces that worked well for your brand in the past. Brush off the content, give it an update and start promoting it again.
5. Make your content green
Evergreen to be exact. Creating good content is very time consuming, and if you’ve run out of pieces to repurpose, you want to do your best to create content with the longest shelf life as possible. While it is important to sprinkle in pieces that are trendy and current – especially when you are trying to generate great coverage in the media – if you want to see the highest return on your efforts, create content that will last.
Done right, content marketing is a particularly effective way to generate brand awareness for your products and services so that you can ultimately impact consumer action when your customers are faced with your product on store shelves or other purchasing opportunities.