There isn’t a successful company around that isn’t talking about what content marketing can do, the power it has, and how to get it right. But many companies struggle with their content marketing.
They aren’t sure what it is or what a content marketing strategy might look like.
Content marketing isn’t easy, and it can take a while to get some breakthroughs - even if you have the best copywriter around.
Exceptional content might not bring the audience you expected or any audience at all. And when it comes down to is - that is due to the lack of promotion - or a mismatch with the audience it was aimed for.
Here are five things you need to know that can be applied to almost all industries, from real estate content marketing to content marketing for a new perfume.
Photo by Jon Tyson on Unsplash
Best and Success
Your most valuable and detailed content might not be your most successful piece of content. Content starts with an idea, moves on to a draft, gets a detailed workover in proofreading and improvement.
It is a living, breathing thing that needs care and attention.
Imagines, videos, supporting quotes, and links to other content.
Once it is done, and you hit publish - and you wait. You might end up waiting a long time.
Your social media, newsletter, and everything else you publish should include links to your latest piece.
You are also going up against more prominent companies that churn out a copy using a content mill - and since they have a big audience, their piece gets the spotlight. Keep with it; always go with quality over quantity.
Squeeze the piece
The research and time that went into the piece shouldn’t be wasted; instead, you should squeeze as much as you can from that piece of content. Create a podcast covering the topic, write several supporting articles, create a week's worth of social media content.
Die out on the piece and make sure you get every drop of value from it.
Core content
Your core content is the content that speaks directly to your audience; it is where most of the time should go. The core content should offer you plenty of space for CTAs and create hot leads.
The content created around the core content needs to be finessed and given a deep SEO touch.
Look at all of the content that could be produced from the core content - in terms of subjects, not in terms of posts/articles, etc.
The supporting content is essential for increasing traffic and driving people to that core content - and on to a sale.
Always choose new topics based on the core content and the KPIs you’ve set.
Control
Many companies spread their content thinly across the internet to maximize their visibility. The problem with this is the further your content goes, the more you lose control over it. Keeping control over your content means protecting it in the long term.
Keep in mind if you don’t have your content on your website and are using something like Medium or others - those can be closed at any time.
If all this sounds great, but you don’t have a budget for it, start with this post: 4 Hot Tips For Successful Digital Marketing On A Budget — zenruption.