We’ve all heard the adage that content is King. But, as someone marketing a business, creating content that drives ROI can feel elusive. In fact, it can feel downright impossible. Whether you’re flying solo or working within a team – finding the perfect balance, rhythm and flow for your online content is crucial.
So where do you begin? In an article entitled “How To Become A Content Marketing Powerhouse: Secrets To A Super-Sticky Strategy” by Rebekah Radice, she suggests that you first ask yourself: What is Content Marketing?
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Content marketing at its core is connection marketing. It’s offering the right content to the right people with the right frequency and consistency. But it’s also relationship marketing – something many companies are still (IMHO) failing at. Many see people as numbers rather than looking at the engagement process as this:
How can I bring more food to the table then I came with?
In other words, how can you become a resource so vital that the marketplace simply can’t live without your product, service or app? The key to that is through the content you create. Whether it’s blog posts, videos, presentations, webinars, Infographics or podcasts, your content – when shared with the right people – helps tell your story in a powerful and meaningful way.
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Great companies tell great stories. And that’s the secret great companies understand. They know that stories can create an emotional bond with customers. Just look to brands like Apple, Coca Cola, GE, Facebook, and Disney as examples. Each one weaves storytelling into their marketing in a way that immediately connects their audience to their mission and vision.
You need to create differentiation. Look to social media marketer Peg Fitzpatrick, author of “The Art of Social Media” and you’ll see a brand that stands out from the crowd. No matter where you look, Peg’s signature look is undeniable.
Your stories should allow you to stand out in a crowded marketplace. For example, Denise Wakeman of “Adventures in Visibility” uses stories to bring her fans and followers along on her adventures. By creating a fun and interactive space, Denise shows others how to use a personal journey to make better (and stronger) online connections.
Stories should offer maximum impact with little effort. And given how crowded the online marketplace has become, making an impact is more important than ever before.
Twitter has 284 million monthly active users. Instagram has 300 million monthly active users. Facebook has 1.35 BILLION monthly active users; 23% are on Twitter; 71% are on Facebook; and 74% of online adults (ages 18+) use social networks regularly.
While those stats are staggering, they don’t show a complete picture. In fact, you may see those stats and think – if you’re going to be seen or heard – you have to produce and share more content. To that I say – STOP! The idea isn’t to create more content, but rather the right content that connects with your audience. The only way to differentiate your business is to realize that it’s your message and the value you provide to your community that set you apart. Here’s how you do it:
1. Define Objectives:
What are you looking to achieve with content marketing? As Chuck Palahniuk says, “If you don’t know what you want, you end up with a lot you don’t.” Grab a pen and paper or your favorite app and start writing. What are your objectives? Here’s a few examples:
>> Raise awareness
>> Extend your reach
>> Build thought leadership
>> Grow your brand
>> Launch a product
>> Promote a book
2. Get Specific
Now drill down into specific goals. If you are too general, your content becomes meaningless.
3. Do Your Research
Who is your target market? What do they look like, do for a living and what problems do you solve? Build out your persona by looking at the data. Uncover who you’re talking with and how you’ll be able to help them on a daily basis.
4. Identify Content
What content do you currently have in place and what will you produce? To become a content marketing powerhouse, you have to create SHARE WORTHY content! Don’t worry about reinventing the wheel. Begin by identifying what you have and how you can repurpose it for your online marketing.
5. Know Your Networks
Understand each social network: how will they support your objectives? Every avenue such as Facebook, Twitter, Instagram, Google Plus, Pinterest and YouTube have prose and cons. You need to know their strengths and tailor your content accordingly.
6. Commit to Consistency
Commit to a consistent content creation and posting schedule. People should know when your content is coming out.
>> Raise awareness
>> Extend your reach
>> Build thought leadership
>> Grow your brand
>> Launch a product
>> Promote a book
7. Get Involved
Get involved in the conversation. It’s critical that if you’re going to use social media, you stay interactive. And most importantly – create content that shows you’re a giver, not a taker!
8. Create a System
Now its time for you to put your content marketing into a system. The goal is to use what works best for you. While there are many tools to choose from, stick with what’s easy, such as Excel or Google Calendar, for example.
9. Promote Your Content
A mistake I see many make is posting content once and then moving on. It’s not enough to tweet or post once. Not only do you miss getting that content in front of a larger audience, you lose the ability to touch every single one of your fans and followers. Because let’s face it – not everyone is online at the same time.
10. Create Your Daily Workflow
What does a basic social media marketing workflow look like? You have to have a solid plan of action.
All that’s left to do now is synthesize this great pipeline of information you’ve created and find all the ways you can begin to act on the results you’re seeing. As you do so, make sure the information keeps flowing. If you’re on your own or at a small company, it should be easy enough to share and act on what you’ve learned so you can keep getting better.
Create your daily workflow – rinse and repeat! Get started today.