Content marketing: ignore it at your peril
I would argue that content creation and marketing is the ultimate tool any brand could utilise to set them apart from the noise on social media. While social media engenders interaction, promotion, reputation management and content curation, it’s content creation and marketing that makes your brand unique.
Content marketing sets up a relationship of trust. Sharing unique and valuable content makes your brand a source of information that an audience will turn to. Remember this when you are positioning yourself on social media.
While many brands are seeing the value of being active on social, not all of them understand the value of creating unique and valuable content on these platforms.
Are you creating unique content for your brand? What is your favourite type of content? How are you setting yourself apart from the pack?
Nothing is more annoying to social media users than a hard sell. However, provide the same users with useful, engaging content and you are pretty much guaranteed they will look for more of the same from your brand. And it does not take rocket science to create carefully planned and unique content in the form of blogs, videos and infographics.
Disclaimer: quality content requires a certain level of creativity, attention to detail and skill. Not everyone possesses that skill. Furthermore, social media users are discerning – they expect high standards. Design, tone, research, even grammar and spelling … these elements come together to provide noteworthy content.
These skills are acquired over time. Without the proper training, you could spend hours creating content that could miss the mark entirely.
My advice is to spend some time on upskilling. Or hire a professional. However you decide to do it, always strive for excellence.
When we talk about content marketing or creation we are talking about sharing advice, knowledge and even entertainment in a consumable format. My favourite content marketing formats include blogs, videos, quizzes, emails and infographics.
Once you’ve established which formats will work for you, the next step is to create excellent content for them. Do it often. Do it consistently.
Here are a few best practice content marketing tips to get you going:
- Be consistent.
- Share your content on social media.
- Provide content that is seen to be beneficial.
- Provide solutions to problems.
- Feed curiosity.
- Tap into emotion.
- Target the correct audience for your brand.
- Make spelling and grammar a priority.
While there is no one size fits all in social media and content marketing, the best practices I touch on are the starting blocks for good content creation. Always formulate a loose strategy before embarking on a plan of action. Also, make sure you know and understand your target audience and decide which types of content will best suit them. Getting your audience involved in your strategy and encouraging user-generated content is a sure-fire way to attract loyal followers. And most importantly: MEASURE, TEST, IMPROVE and REPEAT.
Like what you read? Look at more of my musings here.