In the context of content marketing, what is ‘content’?
Well, everything you put out there in the name of your business. Tweets, Facebook updates, Pinterest pins, YouTube videos, blog posts, eBooks, case studies, podcasts, infographics. All of these things and more become part of the content marketing arsenal you create for your business to attract new customers and keep existing ones.
With so much content being published online each and every day, it’s hard to get noticed. But it’s not impossible.
Let’s take a look at a few things you can do to improve your content marketing efforts.
It’s cliche because it’s true. Building relationships with people is one of the best ways to improve your content marketing efforts. When you create awesome content (a tweet, pin, blog post, video or whatever) sharing it with your network is a great way to get way to start getting some traction.
Get into outreach
Once you’ve shared your new content with your current network, start reaching out to people you don’t know. People who might be interested in what you’ve produced. Email is a good method, but you can also tag people on Twitter, LinkedIn and other social media platforms.
When you reach out, ask for opinions and feedback on your work. Ask questions, too. You might want to mention sharing or linking, but don’t focus on that. Instead, focus on growing your relationship. If people like what you’ve produced, there’s a good chance they’ll share it without being asked.
Create content that works for your business
Some content has a short shelf-life. Tweets, for example, whizz by in the blink of an eye. Blog content, Pinterest pins and YouTube videos have a much longer shelf-life and can bring in business for months and years.
It makes sense to focus on content that works for your business. Blog posts are a popular content marketing strategy because you have full control over them. You can update them at any time. You can add more details, more data and more visuals. If you do this properly, your content grows in value, ranks higher in search engines and brings targeted traffic to your website.
Repurpose your content
You can repurpose content in all sorts of ways.
You can narrate a blog post into a mic and turn in into a podcast. You can then add a few visuals to the recording and turn it into a YouTube video (which you can then embed into the original post).
To promote the blog post, take short snippets and sentences from it and convert them into tweets. Grab the headline, write a few variations and create some pins using a different graphic each time. Share those pins on your own boards and group boards too.
After Google’s indexed your content (you want to take credit for it, not somebody else), syndicate it by publishing it on LinkedIn, Medium and similar sites in your niche.
As you can see, one piece of content can go a long, long way.
Never stop promoting your content
Some people say you should spend more time promoting your content than you do creating it. This is great advice if you’re just getting started, and if you’ve been around for a while. There are always people following your tail. There are always people on the up. If you take your foot off the gas for a while, you might find somebody has taken your spot!
Produced in conjunction with https://click.co.uk/, a UK based full-service online marketing agency.