Digital, Radio, TV, Print – regardless of the advertising medium, the objective is to effectively reach your target audience, informing them about your company as well as your products and/or services. However, ads stand out because of the fact that they are advertising – and ads on their own are unlikely to sell. With content marketing, you can talk about what your audience cares about, without throwing obvious product placements and sales pitches at them. So what do you need to do to make sure your content marketing works?
1. Build your Brand.
So, you’ve worked on creating this great piece of content and finally share it, but the results are disappointing. Why? Well, perhaps it’s because you simply don’t have the same reach as other big companies. Don’t compare your results to an established brand that’s been around for years. It takes a lot of time to establish your brand before you can see major results like that. The best advice is to come up with your own unique content that showcases your company’s unique offering and personality. Don’t copy another company with the hopes of gaining the same success. Keep it original and true to you. Once you’ve established a plan that will work for you, then stick to it and watch your brand grow. If you want to explore how to build your brand further, click here.
2. Don’t Stick to One Platform.
Link your content and repurpose it on everything you can. Figure out where your audience is spending their time and make sure you’re present there. If you share a blog post, then make a supporting podcast about the same topic and link them together. This will help you reach more people.
3. Make it Worth it.
As soon as your content gets lazy, irrelevant or simply uninteresting you’re going to lose people. There are plenty of other companies out there that are sharing engaging, interesting content that reaches the right audience. Create and share content that you know people are going to enjoy and engage with. It’s going to take a lot of hard work, but you will reap the benefits.
4. Don’t Stray from Your Core.
Your audience knows who you are, so stay true to that. If you try to grab the attention of a few more potential customers at the cost of straying from your core values, you’re going to shake the foundation that took a long time to build. Sticking to content you know your target audience is interested in (that’s close to your products and/or services) is safest.
5. Keep it on Your Site.
It’s your work so make sure it’s working for you. Only sharing your content on external platforms is risky. If the sites would shut down or decide to start charging a subscription fee, you could lose the work you’ve published. Furthermore, if your target audience doesn’t want to pay a monthly subscription for that platform, they’ll also leave and no longer have access to your content. If you want to share your content on external sites, be sure to post a little teaser snippet and provide a link back to your website.
Content marketing is a way to connect with your audience to get them interested in the products and/or services you offer without directly promoting your brand. But just because you know how to create and share great content, doesn’t mean it will automatically bring in revenue. Following these 5 steps will help increase the success of your content marketing to ensure you get a great return on your investment. If you need some help getting started, this is a good place to start!