Content marketing is the marketing approach of developing relevant, compelling content related to your product, service, event or cause. This content can be used for websites, social media, emails, eBooks and a variety of other marketing pieces. Developing quality content can help increase brand awareness, drive website traffic, engage audiences and generate quality leads.
Building a strategy
As with any other marketing effort, it is important to have a strategy. Developing a content strategy will help focus your efforts and ensure consistent messaging over time and across channels. A content strategy should be connected to an overall marketing strategy so that they work together to achieve organizational goals.
So you want to do content marketing … but what should your content be about? Find issues and concerns that relate to your product or service. Leverage trending topics and news stories. Build out messaging in these areas. Offer tips and advice. Share unique user stories. Find employees who can be showcased as thought leaders. Just be sure to provide high-quality content that is of interest to your audience.
Make it shareable
Creating content that is easy for your audience to share via social media is ideal. From videos to photos to infographics, when your content is interesting and engaging, people are more likely to share it which means your audience will grow larger and larger. Encourage sharing by:
- Creating content in easily shareable formats
- Providing incentives for sharing
- Including prominent call to actions around sharing