Content marketing has absolutely exploded in popularity. It seems like everyone is trying their hand at the content production approach. The reason is simple. When content marketing works, it really works, consistently converting leads and offering amazing ROI.
Think about this; you might have a piece of content out there that cost you $1000 to create and publish. As long as that content is relevant, it can stay in circulation. This means a piece of content, that’s bringing in converting leads, can keep doing its job for a long time. $1000 in straight advertising won’t last nearly as long.
If you didn’t notice, I mentioned “when” content marketing works. This annoying little qualifier exists because the fact is most people just aren’t understanding what great content marketing looks like. So with all this in mind, let’s take a quick look at what will be necessary when you’re developing your next content marketing campaign.
Have the Budget
When people hear the phrases like “great ROI,” some are quick to assume this means “cheap.” Unfortunately, truly awesome content development comes at a price.
Many are tempted by some of the lower priced task services across the internet, offering what appears to be incredibly affordable content creation services. The fact is you get what you pay for. The money you save on cheap writing will be spent on editing and re-writing. Or, you’ll waste your own time or another employee’s with a job that just should have been done right the first time.
Your chances of success with content marketing are much higher if you’re working with great, high-quality content. So always keep in mind, the best content comes with a price.
Build a Strategy
Take the time to sit down and work out what your end goal is and how you’re going to get there.
Content marketing offers an almost limitless amount of possibilities for you to utilize. Put yourself in your ideal buyer’s shoes. What are they thinking about? What questions are they asking? Where are they looking for information? How can you help them?
Once you work out your strategy, it’s time to execute and start developing some valuable content.
Build Awesome Content
As mentioned earlier, you have a lot of different avenues to go down with content marketing. You don’t even need to stick to just one of these! Content marketing works even better when you have things linking together.
Keep in mind, this isn’t a conclusive list but I hope it’s enough to start getting your creative marketing juices flowing.
Blogs are a great approach for a variety of reasons. One of the top advantages is it keeps your site fresh. Customers check out your company blog are going to feel a lot better about you if your most recent post is from last week and not 2007.
Blogs are also a great way to build SEO and can help you rank for long tail keywords. Blogs are also very shareable, and getting a bunch of shares that lead back to your website is pretty awesome. What’s even better is blog posts don’t just disappear, they stay around for as long as your site is live.
YouTube is the new top destination for a lot of internet marketers. What message delivery system is easier to consume than video? I’m not sure one exists yet.
For now, YouTube is one of the top most visited sites on the internet with one of the largest user-bases. Sky’s the limit for views on a really great and helpful video. It’s pretty easy to see how this can be incredibly advantageous.
eBooks make great resources for consumers and potential clients. Creating a high-quality eBook displays authority on the topic at-hand. If there’s an issue your potential clients commonly face, break it down and solve it with an eBook. You can fill it with information or even complete tutorials.
You can also effectively use eBooks (or many of these different content types) in other ways. A high-value eBook makes for excellent ethical bait for a landing page. Or, as a gift for signing up for your email list.
Infographics are a close second when it comes to easily digestible content. Eye-catching graphics with overlays of well-researched information are just as fun to look at as they are helpful. This is another form of content consumers have proven to be willing to exchange an email address for.
Infographics also give you an opportunity to expand your branding onto a new medium. If you have memorable graphics that tie to your branding, a lead is likely to remember that when they reach the decision-making stage.
Podcasts are probably one of the most effort-intensive marketing products you could produce. But, all that effort could prove to pay itself back many times over.
Talk radio worked by selling ad time on shows that could reach the most people. It’s not a knock against some of the great hosts still gabbing across the world, but, they’re built to reach a lowest common denominator. Meaning, as broad an audience as possible. This is because there’s only so many radio station and only so many hours in a day to fill.
Podcasts have destroyed those old limitations. There’s a podcast for nearly every niche you could possibly imagine. Whatever hobby, career, sport, etc you may be involved in; there’s a podcast about it. Go back to the questions, if you’re ideal customer is listening to podcasts about their issue; you might want to be the one to make it.
While the old phrase “build it and they will come” might be true sometimes, you’re going to want to build it and then show people where it is.
Writing and maintaining a consistent blog is the start. Share it on your social networks. Writing that huge cornerstone article is awesome. Get it posted on Medium. Get your eBook-holding landing page on a Facebook ad. Build it, show them where it is, and they will come.
Build SEO and Have Patience
Content marketing is about the long-game. A blog post, eBook or video isn’t a quick way to get a few hundred more customers before the holidays. Consistently adding great content across your webpages is a surefire way to continuously build great search engine optimization for your business’ website.
Build great content on your site and establish yourself. It’s going to take time, but it will pay for itself in time.