Creating a good content marketing strategy involves using different types of content in order to strategically reach the ultimate goal, which is to get more reach and build brand awareness. Using only one form of content limits exposure to one type of target audience which will in turn limit the number of visitors reached who could potentially spread the word about a brand. The best way to start is to use what already works with an audience and build from there, then start to reach out to more people and diversify your content marketing.
Here are Some Ideas to Use to Diversify Your Content Marketing Strategy:
A blog will help drive traffic to a business site, improve SEO rankings, and promote brand awareness. Blogs should offer value to readers and align with a brand’s business niche; It should not be off topic to what the business strategy is. Investing in visuals like graphics, infographics, video, and photos continue to be a major focus of marketers today.
Blogs with 2,000 plus words usually perform the best ranking within the top 10. According to Hubspot, titles with 6-13 words attract the highest and most consistent amount of traffic. For maximum performance, it is important to make sure the blog is as SEO friendly as possible. Use inbound and outbound links, label the images, and use keywords in the first paragraph of a blog to start improving SEO rankings.
Sharing a blog to all business social media sites will increase traffic, brand awareness, and conversion rates.
Video content has become a very popular way to keep visitors from leaving a website. This will allow visitors to learn more about what a business has to offer. Visitors are then more likely to engage in a sale if a business offers products or services on a website. According to Video Brewery, 64% of website visitors are more likely to purchase from a retail site from watching a video. Additionally, visitors who view videos stay on the site an average of 2 minutes longer possibly adding extra revenue.
An audience is more likely to watch a video than any other form of written content as it is a better visual experience. Video can be an expensive content marketing strategy, so try starting a free series of “How to” videos that solve common issues. Product and testimonial videos are also a good component to add to a brand’s content marketing efforts.
Webinars are the type of content marketing that will keep getting traffic results even after the live webinar is over. Not only will guests register and attend the live event, but some will view the recording after the event. Livestorm recommends setting a duration between 30 minutes and 1 hour to ensure the maximum engagement possible from your audience throughout the webinar session. Additionally, Wednesday and Thursdays are the best days to host webinars.
Webinars give great ROI to a content marketing strategy, and can even be re-purposed into presentations for more views and shares. Creating webinars will attract different types of traffic to a website, ultimately leading to more conversions.
Infographics are a creative way to add valuable information to an image format, which expresses rich visual content with valuable information. It is much easier to have short and concise information with a quality image than to read an entire article with unnecessary wording. An infographic will also get some referral and search traffic if they have back-links and codes embedded in them. The infographic format itself is diverse enough to be applied to any industry, as well as any target audience. Infographics are easy to republish, consume, and share, making it an excellent tool for link building.
This form of episodic content marketing is popular with Millennials. Podcasts combine educational content with entertainment.
There’s no need for fancy equipment as a computer and microphone will be fine. This form of content marketing is for people who like talking better than writing. This should be done consistently just like a blog. Podcast listeners are usually loyal, educated, and wealthy. Listeners tend to listen to every episode when finding one of interest. Listeners are also more likely to follow companies and brands on social media.
According to MusicOomph, comedy is one of the most popular podcasting genres, followed by news/politics and health. Some brands simply don’t trust some hosts with its messaging and some hosts are able to stay on brand. According to Midroll, “At the end of 2018, none of the objections we get from brands will be based on measurement.”
In summary, podcasts are versatile, powerful, and informative since they can expand brand awareness many times over.
It is important to use images in posts on social media channels since people are more likely to read posts that have images. Images also help with engagement as followers are more likely to comment on posts that have pictures. Visual content is seen the most on Pinterest and Instagram.
Image size and quality for each social channel is very important. Each channel has a recommended image size that should be used in all posts. According to Globalwebindex, the biggest trends dominating the social media space to understand are:
Which demographics are engaging with social media?
How are users spending their time on these platforms?
Which devices are being used for social networking?
Social media in itself is like a puzzle, one needs to understand each channel, the strengths, and weaknesses of them, as well as who’s using them.
An E-book is a digital version of a book usually read on e-book reader devices. E-books are a great way to create downloadable content in exchange for a subscriber’s email address.
A business can lose followers on social media. The accounts can be closed and the contacts forever lost, especially since it does not own the content. When obtaining a follower’s email address it will make certain that a business will stay in contact with them.
According to Statista, by 2018, e-book sales are forecast to account for about a quarter of global book sales. Consumer e-books alone are projected to generate nearly $20 billion in revenue by 2018.
It is important to make sure e-books provide value. Don’t put something out there for the sake of posting something. It is vital to offer valuable content to keep an audience engaged and wanting more. When visitors know they can rely on good content from a business brand, the e-mail open rate increases, potentially increasing conversion rates, which is the ultimate goal.
Websites are a digital fingerprint connecting business to customers on a global scale. A winning website establishes credibility as a master in a specific niche. If one isn’t web savvy, choose a digital marketing service that can meet a specific need. Take a moment to assess the zest of your website. If it’s bland, add these tasteful ingredients to serve your guests with an amazing online encounter.