First of all, we want to make sure that both entrepreneurs and companies realize content marketing is based on the content of your website. The content needs to be relative to what you provide and sell. It also needs to be information your customers care about.
There are several reasons to blog, which bring many benefits all at the same time. Consistently adding fresh, appropriate content will keep people visiting your site on a regular basis. Content itself helps your website gain visibility in Google’s rankings and receiving organic inbound traffic. It also helps to add authority in showing your knowledge and skills to the world and, more importantly, to your targeted audience(s).
What Is “Content Marketing”?
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
HubSpot found that posting 16 or more blog posts a month got 3.5 times more traffic than companies posting between zero and four monthly posts. Smaller companies benefitted more by doing at least 10 blog posts a month. Companies that published more than 11 posts monthly received twice the amount of leads than those companies posting between 6 and 10. The benefits of blogging often are great, but keep in mind that severely overdoing blog posts can be a waste of time. For clarification, our parent company blogs 4-8 times a month, while we strictly post 4 times here at the radio station. The personal brand behind our CCO is also posting 4 times a month.
Curated content can be time consuming and, at times, frustrating. If you are having one of those days where you can’t think of any ideas to write about, try revisiting your archives. Look into content from your favorite influencers to spark some thoughts. Make sure those articles are updated if you’re going to use them as references!
Be Unique In Your Approach — Re-Purpose
Something that isn’t done too often (or if it is, it’s not talked about much) is a summarizing of content and delivering it through non-traditional means. That may sound confusing so let’s walk through an example revolving around a specific influencer. What if you follow a vlogger on YouTube, read articles about him or her on Medium, and take into account the principles they promote. If you have your product in that same industry and your audience is there as well, tie it all together! Start a podcast channel and speak to your audience on how everything you follow is related. By you providing your insight, you can pull more of an audience into your funnel. Speaking authoritatively will earn you credibility in the short-term and a following in the long-term.
By repurposing several channels of content into one new content platform based around your voice, you create a sense of intimacy. Intimacy between you and your customers allows for more open and honest engagement. It lets you speak with authenticity and both customers and future customers can hear it in your voice. Your passion will shine through and that is a huge plus when it comes to you and your competition. Chances are: it’ll enable you to stand out properly.
Keep in mind that having a podcast channel will expand your marketing because not everyone you’ve been marketing to listens to podcasts. It’s a way to open up into new audiences. At first you were in your customers’ sights and now, with that podcasting channel, you’re in between their ears as well.
Thank you for your attention!