4 Ways Your Content Can Do MoreContent Strategy
When done properly, content marketing can be an extremely cost-effective means of growing your customer base and increasing sales. Yet, according to Altimeter, 70 percent of marketers lack a consistent or integrated content strategy. That means wasted marketing dollars and content that doesn't reach optimal potential.
Many marketers are mistakenly under the impression that content marketing means simply creating blog posts or articles with a few keywords thrown in to attract visitors and drive website traffic. While this strategy is certainly a big part of content marketing, and often effective, it isn't the only strategy. Your content can do so much more than just appear in a blog.
After all, "content" isn't defined as text, and content marketing isn't just about creating articles and blog posts. In fact, content used to market to your target audience can be anything from a blog post to a video clip to a Pinterest album to a podcast, and more.
Consider these four ways that your content can do more.
1. Turn Your Content Into Informational Videos
Current statistics show that videos are more widely shared than articles and video content has more potential to increase conversion rates. Including a video on a landing page can increase conversion by 80 percent, and a video included in an email increases click-thru rates by more than 200 percent.
Videos capture attention and keep the consumer watching. They can also instill brand awareness and stay in the consumer's mind longer than a blog post will, about 30 days. They don't have to be big-budget productions; they just need to offer something informative or entertaining.
Repurpose your old blog posts and articles, and start creating videos using the content as a guideline. Showcase your products and services, provide instructions, show the product in use, and add statistics or bullet points to reinforce the audio.
2. Share Your Inspiration With Others
Major book publisher Random House gets its customers more involved with the company by sharing its own inspirations. The idea behind this is to better connect with their audience, and it appears to be highly successful in doing just that.
Use your customer data to discover what your audience likes most about your company and what they most desire. Share your own ideas and inspirations on various social media platforms and on your own website. Solicit comments and feedback, engage in conversation, and feature content that truly appeals to your audience.
3. Educate, Inform and Improve
Your content will be more valuable if you provide more than just information about your products and services. Seek to educate and inform your audience and, if applicable, provide advice on how to improve their lives or their health.
For example, consider health grocery chain Whole Foods. Their content feature items for sale in their store while also providing helpful advice on various subjects, such as how to save money and still eat healthy food, or how to improve your diet.
4. Distribute Newsletters
Newsletters, typically distributed through email, are a key way to improve and expand upon customer communication. More than 60 percent of marketers agree that e-newsletters are a major factor in achieving marketing goals.
Newsletters can feature a compilation of content, including articles, videos and lists (consumers love lists). They can be used to inform your target audience of important industry-related news, major events, upcoming sales or specials, new product launches and much more.
Of course, these are just some of the ways that your content can do more. What other ideas and strategies can you come up with for your own content marketing strategy? Consider what your competitors might be doing and see how you can repurpose your own content to level the playing field and gain the edge.