So, yesterday I was intrigued by the article ‘Six ways to maximise the impact of your content marketing’ by Anna Francis.
I wanted to share this with you, and give my thoughts, as this is an incredibly important topic because there is such a short time period that your content is useful for. After about 48 hours it’s just another post on your blog, or another link on your Facebook page showing your target audience that you had something possibly useful 2 days ago.
This short time frame means you really need to focus on the solution; making powerful, useful, high quality content.
Lots of people focus purely on the quantity of work they produce to boost their audience and gain more time on the all-important twitter or Facebook timeline. This can really work against you. Boring, low quality content is often overlooked and lost to the information mess that is the internet. This shuts off your audience and can alienate them – they get used to dismissing your posts until you no longer appear on their news feed.
Time is also a major factor in creating your blog post –Anna points out that this can take 5 hours or more, and posts with info-graphics and eBooks take a huge amount of time input. Putting out a high volume of content can overwhelm you when all you really need to do is focus on adding value.
Let’s touch on the six ways to maximise the impact of your content pointed out in this article.
Varying the way you present your content can really optimise how much marketing value you get from each article.
As Anna points out, you can take your current content and change it. For example, turning a white paper into a series of blog posts or an eBook. You can transcribe any videos you produce to use it for SEO optimisation or put it into a podcast.
I feel she could have touched on a few other points with regards to maximising the impact of your content.
If you present your content as a blog post on your website, and optimise it for SEO, you will draw traffic and build more authority with your target audience as well as boost the ranking of your website. This can also be posted with an attention grabbing headline on your Facebook or twitter feed to draw traffic and build good social links to your website and gaining credibility with your audience.
Making the most of email
Leading on from the previous section, this can all be repackaged in email marketing too – tailor your content for email campaigns to boost what can be the second largest online marketing channel you have. Giving your email marketing list high quality content is great for keeping them engaged and looking out for your next round of emails.
A suggestion she makes is that you can build up your email list to help distribute this content and widen your audience. I agree as this can be as simple as setting up a newsletter option on your site where people can subscribe for the latest, high quality content and updates – the exact area you are focusing on!
Responsive website design
The mobile and tablet market is growing at an incredibly rapid rate and searches on google from mobile devices have already surpassed desktop searches. Having a site that looks bad on a mobile device or is difficult to navigate is a killer for your blog. Even if your content is top quality – being able to read it easily is king. Find out more about that here SEO Checklist
Use paid-for channels
Two main channels here are important – Social and Native Ads. Facebook’s news feed algorithm makes it increasingly difficult for brands to reach their audience organically, putting greater emphasis on paid-for marketing.
Which the social ads channel you can either boost your Facebook page or promote your website – both are very powerful, especially at the lost cost compared with traditional SEO and Google ads. On top of this they offer incredibly specific targeting of your potential audience due to the vast amount of information people share on their personal profiles – just think how much you and your friends share on a daily basis.
Every piece of content you create needs to be used effectively over different formats and repurposed each time. This way you can make the most of your efforts – especially important if you are a small business or doing marketing on a low budget.