Paul Larrieu, II | Demand Generation and Management Consulting
Posted on June 15, 2017 by Paul Larrieu II on Branding, Demand Generation, Strategy

3 ways to improve your content marketing

Most companies now know the value that content marketing can bring to their organization. In addition to the SEO benefits, good content can help establish your brand as a thought leader within your industry, helping to build credibility and engage potential customers throughout the buying journey, ultimately helping to turn sales. But one key piece to the puzzle that many are missing is that good content can only go as far as you push it.

The media has become a crowded, harder-than-ever-before place to navigate. With channels ranging from traditional means like outdoor, print, tv, or radio to new digital channels like search and social, the content options are seemingly endless, while the consumer’s time has remained fixed. This influx in media has made it harder for consumers to not only navigate through space, but also more challenging to filter out the information they value. So, with all the ‘noise’ out there, how do you ensure your message gets to your customers? Here’s a few ways:

Focus on sub-categories

The more specific your content, the better. For instance, if you’re a clothing brand, you probably wouldn’t want to do a general blog on fashion. A more specific way to beat search engines and have your message reach your target audience would be to build out a content fashion machine – meaning, you’d want to divide your content into sub-sections like lifestyle, company, products, and community. This would help to give you a few channels to write through, define your unique perspective, engage your audience, and build credibility. In this example, lifestyle is more about what your brand stands for and the emotion your brand is trying to emit while company would talk more about how the company lives and breathes that lifestyle every day. Products would showcase industry expertise and community could talk to, build and engage your customers directly. Building these sub-sections help build your brand’s story and create an overall feeling that your audience can relate to. This will keep them engaged and coming back for more, while keeping your brand top-of-mind.

Explore different types of content

By varying the type of content you distribute, you can help to keep your brand a part of the conversation. A good way to do this is to establish some bread-and-butter content. This is the stuff that generally gets you the most engagement and brings them back to the site. This is your brand’s core content that usually speaks at a high level to the customer’s pain. This can be considered your ‘bait’ content – content that you put out into the internet ocean in hopes of reeling in customers.

Once you’ve got your bait content, you’ll need some ‘hook’ content. This is content that keeps people on your website – like internal links. Good ‘hook’ content will take someone down a rabbit hole and build a deep, engaging series of stories. Building a strong, stabilized story that would keep people deeply engaged. This is something you should consider exploring.

Once you’ve cast your lines into the waters of the internet with your bait content, and you’ve written a good amount of hook content, it’s only a matter of time before one piece of content gets picked up and goes viral. It’s not as easy as it seems, but all it takes is one and it could change your life and your business.

Make it move

Not only do you have to write great content, but you also have to let people know that you’ve written great content. A good rule of thumb is that for every hour you spend writing your content, you should spend half an hour promoting it. Promoting your content is the fuel that sets your content on fire. It helps cut through the noise, making your content relevant and helping it reach your audience.

Whatever you decide, the key is to keep it consistent. Compelling storytelling that ties back to a product or a core value builds strength and credibility in your brand. Diversifying your story through sub-categories, taking risks by exploring new types of content, then making it move by promoting the you-know-what out of it can help you build your audience, reach new subsets of consumers, and dominate a segment your competitors have yet to tap into. All of this helps you carve out and dominate your niche.

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