Content marketing has been around for quite awhile now, but there are still countless businesses that are new to the game or are revamping their content marketing strategies. Many people get the general idea behind content marketing. You are creating and sharing relevant and valuable content in a way that markets your business and attracts, acquires, and engages a target audience. The end result, hopefully, is to drive your followers and customers into a specific profitable action. Many get lost in what kind of content they should actually be creating and distributing though. This can be the biggest downfall for businesses in content marketing.
First, let’s start with creation. Although, yes, the point is to promote your business and sell –shoving this idea down customers’ throats is the wrong approach. You want to write articles and develop content that is RELEVANT to your business. Think of industry news, related topics, and information that your customers will want and need to know. Be an expert in your industry. Pure self promotion is the quickest way to turn potential customers away. In truth, no one wants to read 500 words on why they should use your services. Once you have created the original and relevant content that your readers are interested in, you can begin sharing.
Most importantly, you should be sharing your own original content. You are promoting yourself when you share your own content. You are pointing customers back to your website, your social media platforms, and your ideas. Even if you aren’t writing an entirely self promotional piece, you can still include a call to action at the end. This can be whatever you need it to be from telling your readers to email you questions to asking them to reach out for a quote and more.
When sharing content on your social media platforms, start with your own content. Create a posting calendar and fill it in with reposts of your own original content. From there, you’ll need to fill in the spaces. This can be a mixture of things. The key is to keep it relevant and appealing to your target audience. You’ll have to take inventory here. Who are you posting to and what is it that they want?
Some strong filler posts for your content marketing strategy include: Industry news, funny photos that are relevant to your business or services, local events if you are a small business, posts that guide visitors to other pages of your website, customer reviews, behind the scenes photos from your company, training photos and videos, product photos and specials, and more.
Keep your original content as the main focus and fill in with extra pieces that are going to grab the attention of your followers. Don’t just share content for clicks and likes. Cat videos may be cute, but they’re not going to translate into customers for you.
What are your thoughts on the types of content businesses should be sharing? Do you agree or disagree that your original content should be number one? We want to hear from you –comment below!