This week's blog post features a discussion about an article originally posted on Inc.com, entitled "3 Rules for Content Marketing Promotion". The article discusses three of the biggest things to keep in mind when developing a content marketing strategy so that the company fully utilizes the opportunity. This is an area in which many companies fail, so let's take a look at what can be done to improve the quality of their content.
The first suggestion is "Promotion starts with audience and media research." I've never understood why someone wouldn't start with this. Knowing your audience and knowing what they want to read or see is the first step towards developing relevant content. Details are important: what is the target demographic? What are they interested in? Understanding these details and answering such questions help provide a stepping stone to choosing the best content.
The second suggestion is "Focus on creating utility." This is the logical second step. Once you have developed an understanding of the audience and market, it's time to create a content strategy. This is the stage in which it's most important to consider what is useful to the audience. Ask yourself: What resources and knowledge do we have that our audience would find interesting? Recall that your focus should be on solving the user's problems, not just posting content that's related to your product or service.
The final suggestion is "Promote your content as a contribution." This is extremely important in maintaining a strong readership. Too many companies make the mistake of using content marketing to drive sales. While it is a tool ultimately used to drive them, the immediate focus is on how it can benefit the user as a resource. If every channel is used to sell sell sell, it's going to cause the user to become disinterested.
There are many other important factors to keep in mind when approaching a successful content marketing strategy, but these are the overarching goals that should be kept in mind throughout the process. Content marketing, when used correctly, can be a huge contributor towards stronger brand loyalty -- but in order to achieve this, it must be done right.
The first suggestion is "Promotion starts with audience and media research." I've never understood why someone wouldn't start with this. Knowing your audience and knowing what they want to read or see is the first step towards developing relevant content. Details are important: what is the target demographic? What are they interested in? Understanding these details and answering such questions help provide a stepping stone to choosing the best content.
The second suggestion is "Focus on creating utility." This is the logical second step. Once you have developed an understanding of the audience and market, it's time to create a content strategy. This is the stage in which it's most important to consider what is useful to the audience. Ask yourself: What resources and knowledge do we have that our audience would find interesting? Recall that your focus should be on solving the user's problems, not just posting content that's related to your product or service.
The final suggestion is "Promote your content as a contribution." This is extremely important in maintaining a strong readership. Too many companies make the mistake of using content marketing to drive sales. While it is a tool ultimately used to drive them, the immediate focus is on how it can benefit the user as a resource. If every channel is used to sell sell sell, it's going to cause the user to become disinterested.
There are many other important factors to keep in mind when approaching a successful content marketing strategy, but these are the overarching goals that should be kept in mind throughout the process. Content marketing, when used correctly, can be a huge contributor towards stronger brand loyalty -- but in order to achieve this, it must be done right.
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