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Content marketing – a unique marketing strategy that’s not likely to go anywhere any time soon.
We’ve talked about content marketing before on the blog, and we’ve discussed some of the benefits that come along with implementing a plan, but just as a refresher:
Content marketing is all about building a content creation strategy on multiple platforms. Not only does this improve your site’s SEO and overall profitability, but also provides a way for you to give back and really connect with your readers by hooking them up with free resources and content.
Bottom line: Content marketing is about giving back.
But just because you’re the one giving doesn’t mean you won’t reap the benefits. In fact, in could be argued that the more you give, the more you gain in the long run.
So, if content marketing is all about giving back and creating useful and informative content, where should you be distributing all of this amazing content?
Short answer: it depends.
There are a lot of different ways you can produce content but it really depends on what will convert and resonate best with your unique audience and business niche.
Sometimes this can involve a bit of trial and error, especially if you don’t have a grasp on what types of content your audience enjoys, but don’t give up! Take a look at other websites in your niche and see what’s working for them. Ask your audience through a survey, or just try out different methods until one sticks. But always aim to have several content marketing channels going at a time.
So what are some different content marketing channels? Take a look at these examples below:
Blogging
This is a fairly obvious and rather common option, but extremely important all the same. If you aren’t already blogging on your website, you should start – doesn’t matter what niche you’re in. It’s been reported that companies that blog regularly gain 97% more links back to their websites than those who don’t. (Hubspot)That stat alone should convince you!
Creating relevant, useful and quality content on a consistent basis will not only help you in the search rankings, but will also provide your readers with lots of free information. And as you start to produce more and more quality content, over time your readers will begin to consider you an expert, or ‘authority’ in your field, which only continues to help you in the long run.
Videos
We’re all visual people. If you find it easier to communicate with your audience through video, try creating content this way, either through YouTube or another similar video platform.
And while it’s still important to produce text-based content, videos can definitely add value to any content marketing strategy. Consider these facts (Hubspot):
- 75% of business executives reported watching business related videos on a weekly basis
- 69% of sales and marketing professionals have used video marketing
- 67% of people find video marketing successful
You don’t have to create video content, but it’s definitely a good way to connect with your readers in a real, authentic way – let them see the real you!
Podcasts
Maybe videos aren’t your thing, but you’d still like to incorporate something other than just plain text blogging. Consider starting a podcast! Many of the top marketers do podcasts on a regular basis and people love them!
Email Newsletters
Whether you decide to contact your readers and customers on a daily, weekly or monthly basis, be sure to keep in touch with them via email.
Consider these facts (OutBoundEngine.com)
- 70% of people reported opening emails from their favorite companies
- Email marketing has a great ROI – an average of $44.25 for every $1 spent
- Conversion rates for email marketing are three times higher than social media
Don’t be too salesy – be sure to still provide quality content, and don’t overload your readers with emails. But if you haven’t started building an email list, this can be one of the best ways to grow your business.
Consider creating some sort of opt-in offer for people who subscribe to your list – perhaps a free consultation, e-book or mini course. Whatever it is, be sure to create value around what you’re giving and fulfill a need for your readers. They’ll appreciate you for it.
E-books and Larger Resources
These might not be quite as frequent a blog posts and YouTube videos, but if you can, take the time to invest in creating some super-quality resources for your readers and customers.
If you’ve ever read a CopyBlogger e-book, you’ll know what I’m talking about. They have e-books available on just about any marketing related topic – all free for their readers.
Take the time to invest in your readers, and they’ll repay you by sharing your content, promoting your brand and maybe even becoming a loyal customer down the road.
Social Media
Lastly, social media is one of the best content marketing channels. Not only can you share useful information and tips with your readers and followers, but they can promote your content for you as well.
If you’ve done your job correctly and have created amazing content, your readers will want to share that content with their friends and colleagues. And as more and more people share your content, you’ll receive additional link backs and increased engagement within your online communities.
Be sure that you’re active on all social media platforms relevant to your niche, and really make an effort to engage with your community.
Those are just some of the many content marketing channels available for you to use, but I hope you found the list helpful! Remember, if something isn’t working for you, keep trying different options – with all the content channels available today, there’s bound to be a few that fit your brand!