Surviving in a content-centric world

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Content marketing is no longer just a buzz phrase; it has become a cornerstone of marketing in our digital world. It's tricky because not only is it an ongoing commitment and investment, but it's also a craft that needs to be done right and shared with the right audience. The two biggest keys to successful content marketing are content creation and content promotion -- and the two are not mutually exclusive.

Content creation

Content can take many forms. Whether it's blog posts, articles, ebooks, slideshows, infographics, or videos, having a diversity of multimedia is ideal as it keeps things fresh. It goes without saying that it's important to produce share-worthy pieces that are relevant to core audiences. There is an art to being informative, intelligent, and interesting while positioning your company effectively. Building a relationship between your brand and its customers without pushing overt marketing messages. But what's the key? Provide value.

Putting a content marketing plan in place that specifies the who, what, where, when, and how lays a solid foundation for success. Identifying who's responsible for specific functions, which channels to focus on, the desired frequency, and a roadmap for relevant topics are all key. 

Relevant and cool content that people care about in a real voice rules over corporate speak and marketing jargon. Just as important as creating fresh weekly content, it's critical to find ways to distribute it as widely as possible every week.

Content promotion

Promotion is done through two primary channels -- email and social media. Opt-in newsletters and list servers have been a primary way for companies to keep in touch with existing and potential customers and constituents. But there is a fine line marketers must walk, in terms of quality content versus what may appear as spam. While this reaches individual inboxes and can have a high open-rate, typically theses messages are not often shared with others. To rely on email promotion alone is one-dimensional, dated, and limited, as one person is responsible for creating the voice of many within an organization.

Social media on the other hand has inherent viral potential. When you want your message to reach as many people as you can, leveraging these channels may be an even stronger bet. In comparison to email, it's far less intrusive and gives you the opportunity to share with greater frequency through social channels. The more you can amplify your message, the better. Here's where quality content is of utmost importance given the limited lifespan of Facebook posts and tweets. They are quickly buried in the barrage of competing messages that stream into people's news feeds every hour.

 

Comments

Nick Stamoulis
Nick Stamoulis February 20, 2014 at 8:26 AM

"They are quickly buried in the barrage of competing messages that stream into people's news feeds every hour."

That's why I always tell my clients to re-promote their best content. Even truly great content can get buried in the firehouse that is social media. Unless your content goes viral the first time around don't be afraid to give it another push a few weeks down the road!