Marketing has changed; long gone are the “Mad Men” days of advertising thanks to the development of social media and a much more connected consumer landscape. We’ve become desensitized to advertising, even finding new ways to completely block it from our lives; we use DVR to skip commercials, or stream content without ads altogether, that flashy banner ad to win a free iPad doesn’t get the same traction as it used to and ad blocker software removes advertising completely. So in a world where consumers are actively avoiding marketing efforts, content marketing is proving to be a direct means of reaching the right audience in an organic way. Keeping that in mind, there are a few tips that can strengthen your reach when it comes to content marketing:
1. Go Beyond ‘Traditional’ Social Media Outlets
At this point Twitter, Instagram, and Facebook are all household names. While each of these platforms still hold strong value add for exposing your brand, there are other social media platforms that shouldn’t be ignored. Other social media avenues such as LinkedIn, Reddit, Pinterest, and Snapchat have effective user response rates too. Why limit yourself to the audience of the three major players when there’s plenty of untapped potential by reaching out to the other ones? The key here is determining your audience and which platforms reach them most effectively. Looking for B2B outreach? LinkedIn is likely your best candidate; pitching a consumer product to a millennial demographic? Snapchat could be the tool for you. Try not to extend yourself on too many platforms at once for social media marketing. Effectively managing a few at a time with regular, original content will be far more beneficial than spreading yourself too thin across a multitude of platforms.
When it comes to having a presence on the web, Google is the undisputed gatekeeper; playing within the search engine’s rules will offer a huge boost to your SEO. Research the best practices for SEO with Google’s up-to-date algorithms and look for the most searched keywords for your topic. This will help you develop copy on your post to help increase your site’s visibility with those keywords. The more consistency in your posts, the more love Google will show in return.
3. Cross Promote Content
The concept of “you scratch my back and I’ll scratch yours” rings true when it comes to content marketing. When writing a post, create links to other websites with relevant topics. Try reaching out to the editors and let them know that you’ve included links to their content; many websites will return the favour and link back to you for future posts. Also, by guest blogging on other sites, you can sway potentially new readers into checking out what you have to offer on your own site.
3. Include Eye-Popping Visuals
This should come as no surprise but content with relevant images get 94 percent more views than those without. That isn’t a small difference, therefore a graphic included on every post should be mandatory, as long as the imagery is associated with the content. If your post is heavy on statistics, try creating an infographic to make the information stand out, the colorful layout and simplistic design is more likely to be consumed.
5. Reach Out To Influencers In Your Field
Rather than reaching out to an entire demographic to promote your brand, try finding the major players within that field. Bloggers, industry experts and case studies can also help spread the word. Getting one person to share your content within their network opens you up to an entire group of potential buyers who are influenced by their recommendation. It’s all about building relationships!
Content Marketing creatively puts your brand in the minds of consumers but remember that all of these efforts will be in vain if your content isn’t engaging or interesting. Be sure to eliminate any industry jargon and break copy into smaller, digestible chunks so it’s accessible for the average reader.