Write your content (or get someone to write it for you if you’re short on time or writing just isn’t your thing). Make sure it’s written well, as poor copy can seriously damage your prospective customer’s perception of your brand. Which leads me seamlessly into a little plug. If writing isn’t your forte, do think about outsourcing it. Our team of experienced marketers can write killer copy for your brand for a lot less than you imagine.
Make it great – your content that is. By this I mean take care to ensure it is well written, engaging, informative and up-to-the-minute. The internet is awash with mediocre content and in order to win the attention and engagement of your target audience you need to do better. When it comes to content marketing, you need to bear in mind that you’re competing not just with brands with a similar offering to yours but with everyone who is creating content that appeals to your target market. I realise this can be make it extremely daunting. Your content needs to be first rate….which leads me back to that plug!
Vary the format of your content. A picture speaks a thousand words. As does an infographic or a video. A well-chosen visual can enrich your content offering no-end. The key to success is to offer a well-rounded mix of different content themes and formats. Test these different content types and themes to see which work best for you.
Create something new. Or if that feels a bit too impossible in your field, at least make sure that your spin on the topic is fresh and adds value.
Create a likeable and engaging voice for your brand. To be honest, getting this step right can often help you simultaneously conquer Step 4. It’s often not what you say, but how you say it that attracts followers, fans and other types of loyalty.
Be consistent in providing frequent updates. Once you commit to content marketing there’s no looking back.
Create a content calendar. No successful content marketing strategy is complete without an editorial calendar. An editorial calendar formalises your plan to regularly output quality content. This consistency is the key to SEO-friendly, effective content marketing. You want Google and your readers to anticipate your content – creating an editorial calendar, and adhering to it, means you never disappoint.
Create viral-friendly content. Although I’m not convinced there is a bona-fide formula for creating viral content, there are definitely ways to improve your chances.
Last but not least…Promote your content. There is absolutely no point whatsoever in following all the previous steps to creating great content, if you don’t tell anyone about it. Social media is a great forum for this. Social media and high quality content work hand in hand to increase engagement and drive traffic to your website, where you can then start to convert it into customers.
Marvel at the increased engagement levels and sales that are the natural result of a successful content marketing strategy. Not technically a step this one, but a ten-step guide feels much more aesthetically pleasing than a nine-step version…don’t you think?!