And how to make hay with these tactics!
Social media and digital marketing can reach a lot of people, but in order for the reach to mean anything, you have to have something of value for them to dig into.
Traditional advertising and newer digital advertising can generate exposure, but the prolonged brand experience comes from providing meaningful value to clients and prospects on a consistent basis.
This is what content marketing delivers. Consistent quality.
There are a few basic tactics that are like the foundation garments or building blocks of any good content marketing program. Here are our must haves…
1. Blogs, Blogging, Blogerville...blog baby and make it good.
We consider a blog the foundation of a good content marketing program because it offers an opportunity to create timely and consistent content that provides value to your community.
Blogs are expected to be shared with regularity and can be more casual in nature, so you have a chance to share newsworthy and informative updates with your audience.
As with any content program, it is important to think about what matters to your prospects and what they will perceive as valuable.
A newsworthy item might include your takeaways from a recent industry conference or you could share an informative post with how tos that provide helpful insight to your prospects and clients.
Many organizations are hesitant to engage in blogging because of the time commitment. While we are the last to say that it’s quick to create a meaningful blog, we strongly encourage everyone to consider using blogs as a foundation of your digital marketing.
A thoughtfully crafted blog with regular updates and informed posts can enhance your search ranking and deliver fresh information to visitors of your website.
Interested in learning how to get started with a blog? We thought the article, How to Start a Blog, from Blogging Basics 101 was really helpful.
2. Email Newsletters - Yes, email, still email. Just do it.
Surprisingly email is still a good generator of engagement, exposure, and ROI. I think we all keep imagining that email as a marketing tool will go away because we are all receiving so many emails, so how can any communication make an impact?
But they do.
The data here is pretty solid. While the digital marketing landscape continues to evolve, email continues to hold a strong position as a lead generation source. There are keys to this.
Number one, you know need a list of people who agree to be emailed by you. This opt-in marketing approach means you are already working with people who know your brand, at least to some degree.
Number two, the content has to be quality, and has to provide value.
But that’s true for all programs, so, not new. Make sure your content is good. Simple, right? Ok not simple, but essential.
Good content for your audience can range from industry and insider tips and tricks to new products, services, or real estate listings. Good content is dependent on what you offer, what you know, and what your audience is interested in.
We share some simple tips about Email Newsletters in our blog: Five Reasons to Start an Email Newsletter Today.
3. Social Media - Facebook is still the behemoth but there are others that are making some hay.
The many social media platforms on the market today offer you a lot of options to engage your community and provide value to your clients and prospects. It is important to take the time to evaluate the platforms and understand where your prospect and client community spend their time.
The common platforms to consider are: Facebook, LinkedIn, Twitter, Pinterest, Google+, Tumblr, and Instagram. There are many more and some that are in industry niches.
Each of these mentioned offer different benefits, so it is really important to understand who your client is, and where they are likely to engage before you commit to any platform.
A note about Facebook: Facebook continues to be a major player… people continually question the viability of Facebook and Facebook continues to make it difficult for businesses to reach their clients without paying, yet Still Facebook Maintains.
When you evaluate platforms, don’t discount the biggest player.
Cautionary note: social media is a conversation, and as such requires that you take the time to follow and engage with users on each platform:
Listen to others. Then share.
Here are some of our favorite tips on social media success: Social Media Multi Tasking.
4. Press Releases - Let the world know what you are up to… and be found for your key business interests.
Here’s where traditional marketing and PR methods intersect with the new media world. Press releases are a really nice way to communicate to a larger audience about what exciting or noteworthy event or result has taken place within your organization.
With the onset of digital, press releases moved beyond the need to receive coverage or be picked up by local or national papers. Now, press releases have a life of their own online, and provide meaningful links and data back to your primary site.
They still create the initial exposure, but it goes beyond the early hit to a longer term presence online.
If you are considering producing press releases as a part of your content marketing program, check out PRWEB to see an easy to use tool for online distribution of your press release.
5. Analytics - If you can’t measure it, did it happen? Can you replicate it?
Measure, analyze, analyze, create, create, create!
Without the analytics, we have no insight into which of these activities is producing the greatest amount of engagement to your website. Which topics are most interesting to your target audience, and which tactics generated the most interest and engagement on your website?
We recommend you spend some quality time with Google Analytics to learn more about what is working in your program, and what might need some refinement. Marketing Land shares a helpful guide to understanding Google Analytics for the content marketer. Check it out here.
Use Google Analytics as a tool to both ask and answer questions about the impact and effectiveness of your content marketing efforts.
A content marketing strategy will help you create a cohesive content marketing effort that is meaningful to your clients and moves the needle for you… I loved this post on content marketing strategy from Act On called 6 Best Practices for Creating a Content Marketing Strategy.
Do you have any tactics that you favor over others in your content marketing toolkit? I’d love to hear about them!
Thanks for stopping by,