As digital marketing and search engine optimization continue to evolve at a pace we can all barely keep up with, strategies like Content Marketing are on the tip of everyone’s tongue.
According to TMG Custom Media, 78% of consumers believe that organizations providing custom content are interested in building good relationships with them. And now that both B2C and B2B organizations understand how imperative sharing quality content with their audiences is, it’s time to better understand how to do so effectively.
Here are three ways to overcome a few common content marketing obstacles.
1. Creating Quality Content
- Remember that quality and quantity are equally important here. Search engines care about both. If you post 2 content pieces per day versus 2 per week, they will notice. They will also notice if you post 2 per day and then the next week only post 2 per week. Remember it is all about consistency- commit to a content calendar that works for you.
- Don’t make this harder on yourself than it is. Sometimes you just need to listen. Know your target audience and find out what they are talking about. Research groups they will be in, read the discussions, and participate when you can. What do the customers and influencers care about? What are their goals and pain points? How can your content help benefit them? Create a core message and have all content revolve around that.
- Re-purpose, re-purpose, re-purpose! If you are running out of ideas or need a quick piece, why not break up an eBook into several blog posts. Or even better, turn some of your raw data into a compelling infographic. This brings me to my next point…
- Be time relevant and position yourself as a thought leader. Identify the trends. Then figure out what stories you can tell that illustrates consumer-centric value while including brand messaging at the same time. Understanding customer interests and storytelling are the key to creating brand content customers will love.
2. Boosting Customer Engagement
- SAS: Short Attention Span does exist. According to Statisticbrain.com, 8 seconds is the average person’s attention span and only 28% of words are read on an average webpage (statistically I’m in luck if you’re still reading this, go you!).
- Catchy headlines go a long way. How: the use of numbers (5 versus five), how-to/self-help (people love direction), and pose questions. It never hurts to be funny, but always remember: clarity over clever.
- Calls to action guide the viewer. Avoid anything too salesy; keep it personal and relevant. A good rule of thumb is to tone it down, kill the hype, and use that content to build a relationship and your brand. ROI will come with time; good content builds relationships and communities first.
- Google Authorship boosts credibility and helps you rank. Check out our infographic on Google Author Rank and Authorship.
- Keep a variety of content types up your sleeve: 40% of people respond better to visual information than plain text (Source: Zabisco). Some include: blog posts, guest blog posts, how-to guides, images, infographics, video, illustrations, testimonials, case studies, memes, e-mail newsletters, eBooks, podcasts, Twitter chat, and newsjacking. Keep your eye out for rare forms too such as prezi. Even better, mix n’ match a few.
3. Driving More Traffic
- A weekly newsletter is a quick and easy way to experience (quantifiable) growth and build a regular link between brand and consumer. It will take time to build this initiative, however, start now with seeking out your target audience so you know whom you’re including and what they want to receive.
- Exploit your social media outlets! It is vital to pinpoint which channels are relevant for your audience. Also make sure you research how to tailor your messages per platform, as each one has different purposes. You can promote content here, build communities for your customers, and drive substantial amounts of traffic to your site.
- Once you create the quality content, promote it on social media, take the next step in promotion. Great content is not great if it is not findable and sharable. Other than your site and a newsletter, this is another place to build relationships: with target influencers. Like any relationship, it is a give and take. Think about guest blogging on their site first. A mutually beneficial partnership with the right people in your industry will be the difference in your success.