Content is king and it has been leaving its mark on the web for quite some time now. It is still going strong without showing any signs of slowing down. Content marketingworks as magic and that’s precisely the reason why all companies right from Fortune500 to small mom-and-pop shops keep uploading creative, fun and engaging content. They know that content helps to get warm leads.
With more and more people loving online access, content marketing is fast becoming the new traditional marketing. These new age consumers skip television advertising, ignore magazine advertising, don’t give a damn to flyers and are more inclined to take in online information.
Smart marketers know that things are changing fast and they need to go with the change. To capture more market and keep their consumers happy, they need to switch to content marketing.
What Is Content Marketing?
Content marketing is an art of communicating with your customers and prospects without selling. It is a strategic marketing approach where you deliver information on a continuous basis to the targeted audience rather than pitching for your product or service. The principle behind content strategy is that if a business delivers consistent valuable information to a selected set of audience that finds it engaging and interesting then they are bound to reward the business by buying the product. It is sort of non-interrupting marketing.
The common mistake that most people make is that their content marketing puts more emphasis on the content rather than marketing. If you really want to emphasise on the marketing aspect, you need to venture beyond the safe and comfortable walls of the blog.
Use Single Content to Open Up a World of Myriad Possibilities
Use your most successful blog post to open up a host of opportunities. When you study your blog analytics, you will know which post of yours was a hit with your audience. Now use this post to maximise the effect moving beyond the blog. Use multi-tiered content marketing approach by leveraging this post into other pieces of content, which can be:
#1 An e-book, which can discuss the points given in the blog post in detail.
#2 You can get a video series made with short and fun videos. You can keep posting these videos at a regular frequency to keep your audience engaged.
#3 You can use the same post as an interview blog post where an expert can give his or her views on it. The audience will like to know what an expert in the field feels about it.
#4 You can turn it into an infographic.
#5 You can use it as a social media campaign taking one point at a time.
Using all these ways, you can expand your reach and that too across various platforms. A simple blog post will provide enough fodder that will last for days.
Tone Your Marketing Skills Keeping in Mind Your Audience Preference
People are different and so are their capabilities and preferences when it comes to learning. Some prefer to learn by going through the content published, whereas few would like podcasts or watch videos soaking up knowledge. Study your audience behaviour closely and then try to provide the medium that they prefer the most. If you are not able to find a set pattern then diversification should be the key for you. Instead of publishing the same kind of content, keep coming up with different one each time so that you can know in due course of time what is hit with your consumers. Follow this linkto learn how to devise an audience-first content marketing strategy.
Create a Content Calendar
If you create a schedule for different types of content that you will post all through the week, the consumers will be better equipped with what to expect on a particular day. It will help to manage expectations with the content better. Suppose you have blocked Monday for a blog post, then on Tuesday the audience can expect to get a video tip, the third day of the week is reserved for the infographic and so on. If you establish this cadence, people will know what to expect from you on a particular day of the week.
Keep Track of Result
Content marketing is all about strategy, but you need to see which tool in your content marketing script is getting you a better result. Like any kind of marketing, here also you need to keep track of results. The data for all your content marketing activities whether content downloads, shares, or views gives you an insight into what people like and what they want you to change. Answers to questions like the following are important to charter the road for further strategies.
#1 How many people subscribed to your email list and downloaded the e-book that you provided them?
#2 Did the video you posted have many views?
#3 Are people interested in sharing your infographic?
#4 Which videos are driving the most engagement on social platforms like Twitter?
Depending upon what specific metrics you want to track, you need to check on them throughout a given campaign. It will make you better equipped to optimise your future efforts.