What is Content?
Content, a good one for that matter, goes beyond the text scribbled on a white (sometimes colored) sheet. Content is all about quality blog posts, videos, pictures, real-time updates, FAQs, tips, current events, and information on the latest technologies.
When people learned about your product or service through Twitter, for instance, they would eventually want to see more. And this would lead them to explore your contents and click on your demo videos to help them decide on why to buy your product or get your service. As such, you must carefully think and write about all the contents that you plan to create to reach the end of the buying cycle.
Now I want you to grab a pencil and a piece of paper and write these rules down:
1. Make sure your content is non-promotional. This means, your content must not directly sell your product.
2. The content must be relevant to your target audience because this is how you connect with them.
3. The content gives proof that you are the expert in your field for your product/service.
4. Stay consistent and make sure you regularly update the content every week so you keep in touch with your target audience.
5. Make sure the content closes the gap between what others in your field are writing about. Veer away from items that other experts would usually talk about. Come up with unique and creative ideas while establishing a relationship with your market.
6. Finally, make sure your content is well-written. Nobody wants to read something that looks like it’s written by a grade school student.
When you have followed these rules, you can already effectively promote your content! In doing so, make sure you use social media channels, search engine marketing, and e-mail. You still have to promote your content, otherwise it is going to just sit there like a bump on a pickle.
Time for a challenge: Do everything you possibly can to put the right content for the right people (your target audience) at the right time. Now ask yourself, do you have what it takes to take on this challenge? If not, we need to talk!
Here is the process for segmenting content for the different stages of the cycle. First, take the existing content and map it out through the different channels. Then, remember that a little content is good and can be effective at the same time. It doesn’t necessarily have to be a lengthy article. Now, start small within your channels and think big so you can adapt to the method very quickly.
Here is a list of some of the avenues in which you can use your content:
-Social Media Networks
-Presentation and Document Sharing
There are many more, but you can start by mapping out your content within these platforms.
Optimizing your site to become search engine friendly is an integral part of content marketing. You want to make sure your site is organized in a way that people can find what they are looking for right away. You can do this by optimizing the content’s keywords, meta descriptions and title tags. Also, instead of grouping by “video and picture”, group them according to a specific concept, such as “DIY, Home improvement”, etc. Are you getting the picture already?
The point of this is so people actually see your content, otherwise if they have to search for everything, your click-through rate may not shoot up. If your content is not worth searching for by your target audience, then there is no point of having that piece. Make sure you content is valuable to your target audience.
The Process of Making Content Social
This means you are getting your target audience involved within your channels. You can do this by adding ratings, comments and the ability to let your users decide what the most popular content should be on your site. In addition, include bookmarking options so they can share it among their audience.
Social Media is more than Twitter and Facebook, and this is why research is paramount on your part because you want to find out which platform your target audience is using. In most cases, it probably won’t be the most popular networks, so do your research and get off the bandwagon.
The key to content marketing is social sharing, make sure you customize your e-mails and landing pages so they have the social media options. If your goal is to drive traffic to your pages, make sure you do everything you can to increase the organic traffic to these places.
Another key strategy is to add social validation to your channels. If you find out through Social Mention or Social Search that people are saying good things about your product/service, leverage these as the social proof by reusing them in different social avenues. For example, one of my favorite clients, Firehouse Pacific Beach, is using yelp. They want to leverage their good reviews within other channels, so they do this by utilizing their good reviews and showing them off on Twitter and Facebook. Other forms of this can include: quotes, subscriber numbers, and endorsements.
The last take-away is social monitoring your networks. You can start keeping track of the most popular networks but figure out a way to monitor cross platforms. You can read my post titled, “Celebrity Status SEO Social Media Analytic Tools Worth Knowing” to find platforms to monitor all your social sites.
-Go back to your old content and make sure you to organize and categorize it. In addition, if you decide to remove any landing pages, see to it that you re-direct your audience.
-Try to use different social media avenues to format your content so you achieve a maximum impact across channels. For instance, if I had a blog post about Twitter tips, I would also turn it into a SlideShare presentation and then into a webinar. Basically, you are optimizing your online presence through slight variations on the same topic.
-When your content starts to get old, make sure your archive it because it does not need to be actively promoted anymore. Consistently create new and interesting contents for your target audience.
1. Develop a relationship with your prospects before you enter them into your database. (This can be tedious, but it is worth it.) For example, I can start sharing your content within my social networks to start building that relationship with you.
2. Build and maintain these relationships with your known prospects as they educate themselves. You can educate them by sharing your valuable content with them because you are the SOURCE for your industry.
3. Deepen and expand your relationships with your existing customers.
1. Who am I targeting?
2. Which social media tactics will I use? How will I measure success?
3. What expectations am I trying to achieve? What are my action items? (Look deeper than just saying “I want to make sales” because there is more to it than that. What do you REALLY want?)
See success as it happens before your eyes because Content is King!Share on Facebook