Reading this article probably means you’re interested in how to create content that stands out among the noise online. That’s a good thing! Because as we enter a new year, with new challenges and opportunities for digital marketers everywhere, it becomes even more important that your strategy is on-point. Content continues to be one of the most effective ways to reach the target audience for almost any business. It’s a simple but powerful rule: If you want people to see your company, product, service or content, give it away. People won’t pay attention unless you make it worth their while. Content is also an effective way to make sure people know about all your other offerings. And this article covers all those angles: How to create content that gets noticed and shared; how to identify where your target audience spends time online; and how to leverage different types of content strategically so that it drives maximum ROI for your marketing plan.
Make Your Content Stand Out With A Brand-Based Editorial Calendar
As a content creator, you want to make sure that everything you put out into the world is top-notch. But you also have to bring attention to the fact that you are a business. And like any other business, your digital marketing strategy is most effective when there is a plan behind it. One of the first things you need to do is set up an editorial calendar. It sounds like a lot of work, but it will actually save you time and help you be more strategic. An editorial calendar shows you exactly what you plan to publish every month, quarter and year. Breaking down your content calendar by topic or theme organizes your content, making it easier to come up with fresh ideas. But more importantly, it gives you a visual way to anticipate your audience needs.
Where Should You Start? Know Your Audience
It’s possible that you’ve heard there are plenty of fish in the sea, but you can’t go after them all at once. The same goes with content: You can’t create something for everyone, everywhere. That’s not only impossible, but it would also water down your message to the point that it’s ineffective. So before you start creating, find out who your ideal audience is and where they are spending their time online. There are several ways to do this, but the most important thing to remember is that you have to be creative. This is true for any marketing strategy, but it’s especially true for content marketing. You can’t just throw something up on your website and expect people to find it. You have to actively seek out your ideal audience and be where they are.
Giveaway Blog Posts
Blog posts are one of the most common forms of content marketing. With the right topic, a blog post can become a useful resource for readers and rank well in search engines. Choose a topic that’s relevant to your industry, but also something that’s timely. Try to pick topics that have a broad appeal, but also a specific focus. If you can find a way to tie in your company/brand, that’s even better. A blog post that offers some value to your readers, but also promotes your product or service, is an excellent way to get people interested in your brand. And because posts are on the longer side, most readers will read the whole thing.
Giveaway eBooks/e- Courses
The eBook or e-course format is a great way to offer a ton of value to your audience. What makes this even more effective as a giveaway is that it encourages your readers to engage with your brand, which in turn leads to more customers. If you want to create an e-course, you don’t have to start from scratch. You can repurpose existing content, like blog posts, case studies or videos, or you can partner with other companies in your industry to create a collaborative guide. One great way to get ideas for creating an e-course is by looking at what successful companies in your industry are doing. Try to find e-courses that seem like a good fit for your audience and model your course after theirs.
Events are a great way to attract new audiences and engage with existing customers. You can choose a physical event, or you can create an online event. The main goal of an event is to bring people together, whether it’s to discuss a particular topic, see a live presentation or participate in an interactive challenge. Since events have a social element, they tend to attract people who are interested in the same things as the event’s hosts. If your company is already hosting events in person, try to leverage this by making your event digital as well. If you aren’t hosting any events, there are plenty of ways to host one digitally.
You can also give away digital tools. Tools like calculators, worksheets or webinars are useful, but they also show your readers that your brand is helpful. Unlike the free information offered in e-courses or eBooks, giving away tools shows your readers that you are willing to invest in their success. Remember, you don’t have to give away the same thing to everyone. You can tailor your giveaways based on location or industry if you want to narrow your focus even more. For example, you could give away marketing tools to marketers, or marketing tools for dentists.
There are many ways to create content that gets noticed and shared. Before you start creating, make sure you know your audience and where they spend their time online. Create blog posts, eBooks, e-courses, events and tools. Use these tactics to create content that gets noticed and shared so that your marketing strategy is on-point.