Post #3 of 4 in the series: Visual Content Marketing
Although content marketing has been a large part of the digital strategy mix for years, this pathway to greater presence is often underutilized in favor of more traditional forms of online marketing. Content marketing can be defined as “creating content relevant to your brand and then disseminating that content in order to drive consumer interest”. Content distribution, the second step of content marketing, benefits your company in many ways from building brand awareness to actually driving sales. Furthermore, engaging with your target market and others in your field can keep you up-to-date with current concerns and trends.
Not Finding the Most People, but the Right People
Finding the right place for your company’s well written, concise and search engine optimized content can be difficult due to the abundance of social networks online. Before posting it is important to understand the wants and needs of your target audience, so have that squarely in mind before first distributing content. Be methodical about testing content on a variety of platforms, using a spreadsheet to chart dates, keywords, interactions and content topics. You are not looking to get your message out to as many people as possible, but rather to inform the right people who will be interested in learning more about your product.
Rule of Thirds
Determining the right niche for your content requires not only posting strong content in the right place, but also engaging with others on your chosen social platforms. Keep in mind the rule of thirds for content: a third promoting business content, a third promoting of industry content and a third posting personal brand content. Only by engaging your circles with diverse content that adds to their user experience can you get them to regard to your material as worthwhile.
Provide a Solution to Your Target Audience’s Problem
Once you understand the community of people interested in your material, find a persistent problem they have and try to gear your content to solve that problem. Consequently, once you have found content that manages to effectively solve a problem, it is advisable to repurpose that content through other mediums, like video and an infographic, and then cover different facets of the problem and solution. Begin first with your owned distribution, such as your company’s website, email newsletters, free social media profiles etc. before moving on to garnering attention from earned distribution like media coverage of your material.
Next Step is Paid Distribution
After developing a stronger understanding of which platforms and communities respond best to which content, translating those skills to paid distribution will add to the success of your marketing mix. There are several websites that can give you a CPC breakdown for popular paid distribution sites like Taboola and Twitter’s Promoted tweets, but again determining your target audience is important in determining which websites are more likely to yield returns.
Content marketing takes some time and effort to yield sizable results, but consistent data-based adjustment is essential. Apart from direct content distribution, always focus on the quality of the content and optimizing that content for search engines so that your marketing strategy is multi-pronged and effective.