Content marketing is all rage these days. There’s not much to it. You just publish blog posts, right?
That couldn’t be further from the truth. Not if you’re looking to truly create a killer content marketing campaign. Only you and your business can really define what you think great content is – but the internet will let you know if they agree.
A killer content marketing campaign will engage the audience. It’ll connect them to you and your brand. They’ll hang around and look for more. You’ll be able to give it to them because you have a well thought out strategy.
This is the foundation of all great content campaigns. It’s a road-map for the type of content you’ll be creating, who you’ll be targeting and what the goal is.
A content strategy is different than a content marketing strategy. The content strategy is the creation of the content; the marketing strategy is how you get it out into the world.
When creating a content strategy, here are the things you should be thinking about:
- Content That Already Exists. Take a look at the content you already offer. Analyze what you’ve been doing, what’s already out there, and what people are responding to.
- Goals. What are you looking to accomplish? What is it that you’re trying to get people to see or understand? Knowing what the end point is will go a long way to helping you target your content.
- Who Are You Targeting? Who will be consuming this content? What demographic are they? Where do they hang out online? Knowing how to talk to them, and were to talk to them will be big parts of your strategy moving forward.
- What Do They Want? What are the expectations of the individuals you’re reaching out to? What type of content are they looking for? What information do they crave?
Once you know what your goals are, and the goal of those that you’re hoping to interact with, you have to find a way to bring the two together. What type of content can you create that meets your goals and the goals of those you’re trying to attract?
Create Great Content
Your killer campaign will fall completely flat without great content. You need to be putting out high-quality content that won’t be looked at as “fake” or “fluff”. You need to provide some real value to the reader or viewer.
If you let them down, your killer campaign will be a dud. Here are a few ways you can ensure your content is up to the task:
- Make it Relevant. Make the content relevant to what you do, and the reader consuming it. If you make cars, don’t just talk about the features of your cars – talk about how the reader will actually use it.
- Be Original. The internet is not a place that’s kind to copycats. If you’re doing something that others have done before you, no one will care about what you’re doing. That’s not to say it can’t be your own spin on something, but just reposting the content of others will fall flat. There are too many other sources to get what you’re sharing. Make it original, and you’ll be the only source.
- Engage the Reader. Don’t leave them hanging out in cyber land absorbing what you tell them – make them part of the process. Engage them so they feel they’re part of a community. Let them think the article is written for them. Ask them to take action at the end. Allow them to engage with your brand. If you can’t do it, use writing websites to help create content.
- Be Visual. Make your content more than just words. Pictures, video, infographics all add to the content. Anything you can do to spice up the look of the content will be rewarded with more engagement.
Once you get the content nailed down, you’re ready to put it out to the world.
Releasing content in the wild is a trick all in itself. Just creating great content is a start, but you want that content to really have an impact.
- Work with Influencers. Influencers are people that have a trusted audience and they can make a big impact with their reach. Find the people in your niche that are influencing others, and see if you can work together.
- Bite Sized Sharing. Take information from your article and turn it into small bite-sized quotes that are interesting. For example, pull some interesting stats, or a neat quote from an article and share those. If your article has interesting pictures, use those to promote the article. Keep it small and shareable.
- Use Email. Don’t forget to put your newsletter to work for you. Email your followers and let them know what’s up. Keep them in the loop, and if they like what’s going on, they’re likely to share it as well.
- Turn the Content into a Different Medium. If you made a video, turn it into an article – or vice versa. You’ll reach a whole new audience this way.
Tools to Help
If you’re creating a lot of content, it can be a little hard to manage the campaign behind each one. These tools will help make sure you’re on top of the campaign and creating relevant content.
- Gather Content – Great tool for organizing your content. From creation to approval, it’ll allow you to ensure nothing gets lost in the shuffle.
- Hootsuite – A mainstay for those looking for a robust social media scheduling system. It allows you to put all your content out on social media and see visually where everything is at. You can monitor the success of the social campaigns as well.
- Scoop – For finding relevant content, there’s no better tool for hunting down the best the internet has to offer.
- Moz Tools – Moz does a little bit of everything. It’ll help you find content, analyze how your content is doing, and show you where your web page falls short.
Starting a killer content marketing campaign really comes down to creating great content, and sharing it on the appropriate channels.
Watch your analytics so you know what’s working, and what isn’t – rinse and repeat! It’s not easy, but the hard work will reward your marketing efforts with more people enjoying your content.