As opposed to talking to, and convincing, one prospect at a time, content marketing if done right can help you reach multiple interested people at the same time, and lead them down your sales funnel. However, as with all marketing efforts, people expect to gain value from your content marketing. Thus, it isn’t enough to post with reasonable frequency on your blog, or announce it on Facebook.
Instead, you need to get back to the basics. You need to consider who your prospects are, what their pain points are and how you solutions can help them address those issues. Broadly, there are a few different ways to get the most traction for every piece you build. Here, we discuss some approaches for getting yourself in front of the people who are most likely to buy from you, and making a mark on them.
1. Content That Educates: Unfortunately, this kind of content is overdone today for SEO reasons. Many marketers see the first few results for a keyword search and proceed to write content on the exact same lines. Such content adds nothing to the customer or to you.
Instead, look to present your unique take on each of those keywords or search terms. Indeed, for standard content like formulas and data points, there isn’t much you can do. However, you can make the effort to explain it more concisely or in a manner that your audience can best understand. It is because some marketers have the foresight to do this that educative content still holds a significant place in content marketing.
2. Guest Posting and Backlinks: Guest posting on your area of expertise on sites that have high readership is the best way to get in front of a large audience at one go. It also gives you a chance to showcase your product or service effectively.
Backlinks, on the other hand, help improve your site’s domain authority, provided you do the exercise right. Some websites thrive on giving you backlinks for a fee. As you might guess, that doesn’t really work. Instead, you should personally reach out to publications and make an effort to get them to link back to you. Often, backlinks are given to high quality content that answers a question and helps the end reader.
3. Getting Users Involved: When someone creates something, they are more likely to share it with their audience. This is the principle on which user generated content works. Ever been part of a contest on social media where you’ve been asked to post something with relevant hashtags? That’s an example of user generated content.
Reviews are another example of user generated content. They are extremely hard to come by. Also, it may not always be the right thing to incentivise reviews. Hence, actively seek them out from your customers without the promise of a reward. Ensure that you repurpose every review to go across several different media channels.
4. Images and Infographics: Some kinds of content keep going in and out of fashion. One thing that stays is the images you use. If you’re building a niche product, it is worth investing in photography. There are a few sites like Unsplash from where you can pick up stock free photos for your blogs.
For infographics, you can have them designed by a graphic designer. If you need a more generic infographic, you can design one yourself using apps like Canva. The key here is to not let the medium drive the content. In other words, you may find a nice template and be tempted to fore-fit your content accordingly. Instead, think of the content and layout first and then look at templates that closely match you needs.
5. Viral Content: It is often very hard to determine what content goes viral, and for what reasons. For example, as a budding brand, you may not want your content to go viral for the wrong reasons. Also, even the most excellent of growth hackers cannot really make bad content go viral. Instead, you need a good piece that you can put out across the right media, and then wait and watch the results.
Usually, people like to see and share stuff that entertains them. It is worth considering if you are indeed in the business of entertaining people. Viral content can be good for new product launches. Beyond that, really think about whether you need vitality or whether you want the relevant audience to see the message.