Content marketing – Creating content can be confusing. Marketing your content, and turning customer
interest into action, is a whole different challenge. The most common reason why content fails is usually because it was not important or relevant for your customer or target audience.
Content won’t perform when it’s written only in the context of what’s important to you, instead of for your target audience. There are two ways that you promote content: organic marketing (little to zero investment) and/or, paid marketing. You can do either of these methods, or, you can combine both ways effortlessly. We’ll tell you a few ways on how you can easily convert content interest from your customers, into action.
How do I promote my content well?
1. Aligning Content with Brand Personality.
2. (Really!) Knowing Your Target Audience.
It’s important for you to research your existing audience, even if you only have 50 of them. You can easily multiply this number by following this tip. This information will give you a much bigger and better understanding of the types of people who have been impacted from your content in the past. An insight into your existing audience is critical, in order for you to widen your customer base. You should be able to answer the following questions while reading your existing audience:
- What is their background? (e.g. age/industry/location)
- What problem are you solving for them?
- Then, what are their aspirations?
- Also, what accounts are they following that piques their interests?
- What is the type of content they share? (Training videos, teaser videos, sales videos, etc.)
3. Choosing Your Social Media Networks Wisely.
While there are numerous social media networks, it’s not efficient or relevant for businesses of any size or scale to attempt to use them all. Even for large businesses, it makes most sense to pick one to three social media networks to concentrate on. And the first step in foolproof content marketing is choosing the right social networking platforms which are the most relevant for your business.
Your decisions would have to come right back to your target market or audience factor. Have a look at the demographics of each social media network, and take notes on which platform(s) have the most of your existing target audience and their level of activity on platforms.
Keep an eye out for guest posting opportunities with high authority or verified online influencers within your niche. Collaborating as a guest on accounts or sites within your field of business can be a great way to reach a wider audience and boost your brand authority.
Guest posting should be treated as an opportunity for more people to learn about your business and what you’re offering. The content you publish on other sites should be just as high quality as your own if not more so, than what you share on your own site or anywhere else online.
Once you’ve had a guest post published, remember to share it on your own site and social media. It’s also never a bad idea to share the content of your collaboration with other like-minded influencers, as they may also be interested to collaborate with you in the future. Although it might depend on what you’re offering, generally you can directly message other influencers on LinkedIn.
5. Being Authentic!
When talking about content marketing, there’s no other way around promoting your message, without having authenticity. If you’re a B2C business selling products for beauty or medical, use healthcare videos to get better engagement. Take Glossier and their phenomenal content strategy with a cult following of 2.6 million followers on Instagram, as a prime example.
Glossier’s digital content is just like their millennial customers’ content. No overly hyped photoshoots with supermodels, just iPhone photos, Instagram boomerangs, and realistic background settings.
Their images of diverse women, the minimal makeup looks and dewy skin – and, the millennial voice, is all an example of consistent content that has built the brand personality and identity of Glossier. Authenticity of your content can have an influence in your brand authority as well.
6. Doing Search Engine Marketing.
As you now understand your customers and target audience, you are in a much better position to pay in marketing your content.
Search Engine Optimization (SEO) is where you pay for your content to be displayed on search engine results pages from specific keywords.
For example, if you’re a real estate business, search engine optimization will encourage your future audiences to take action by visiting your site.
Subscribing to your social media or email updates. SEO will allow your existing audiences to become more engaged with your property listings from keywords such as, “houses in Houston”, “rent cheap apartment”, or “buy house”.