Getting your brand out there can be fairly challenging, and there is never really a point where you can comfortably sit back and enjoy the fruits of your labours. No, it is a constant process that requires consistent attention and increasingly creative approaches to content marketing. If you go about this the wrong way, or don’t plan it effectively enough, you may find that your efforts come to little effect while chewing through your budget. So to save you the risk, Digital Search Group Australia brings you a handful of content marketing tips that are sure to push your brand forward without leaving you bankrupt at the end of the day.
1. Share images related to your brand on Twitter
Since Twitter’s announcement of inline images, many businesses have been reaping the benefits of the service. Rich media such as images offer your audience a better shot at engaging with your content in a way that couldn’t previously be done on Twitter. These brands have been so successful in fact that some have reported a retweet increase of up to 150%. That means that over double the amount of their content has been shared, boosting their brand by a great deal.
Some companies have seen an increase in the amount of clicks on tweets with images by as much as 18%, so the proof is in the pudding. Not only does rich media content get shared more frequently, but it attracts a wider audience as well.
2. Adapt your existing PowerPoint presentations into SlideShare posts
You would be surprised how much content you’ve already created, and just needs to be put in the right format to communicate your brand to the public. Use SlideShare to convert PDFs, PowerPoints, and videos into interactive slides that can be displayed on websites, mobile apps which can be rated, commented on and shared over social networks.
If the content is good enough, it will do a lot of the work for you, but if results are slow, consider sharing your own posts multiple times… which brings me to my next point.
3. Post and repost for better sharing and following
Constantly coming up with fresh content for your brand’s social media campaign is vital to its survival, but there is also no harm in reposting old content.
This can be done for the benefit of your current followers who might enjoy going through the content again, and is certainly useful for the new ones who may have missed out on something. Though perhaps the most beneficial outcome of reposting is that it gives your content another chance to be in the spotlight and be shared by users on social media platforms. Doing this will almost certainly up your traffic, attracting new users to your brand’s website and can help you attract a larger target audience.
It is important to remember that, although beneficial, reposting content is no replacement for creating new ones that are up to date with the trends and keep offering something new to your existing followers.
4. Keep creating original content
Good content will drive plenty of traffic to your site and create better brand awareness, but that is not its only function. Keep your followers in the loop with any updates on your services and products, provide answers to frequently asked questions and be informative. The key to good content is making it gripping by using a unique voice and avoiding anything generic.
But most importantly, your content should be relevant and informative enough to get your brand out there, while captivating your audience and galvanising them not only to take advantage of your offers, but to share your content too. Social media shares are like the new wave word of mouth, so go forth and get your brand out there with helpful and captivating articles, images and videos.
5. Make use of lists, tips and infographics and rich media
There is too much information available on the web for people to spend time trawling through it all, so what you need to do is keep your content simple and easy to read. The best way to do this is to pay careful attention to its layout. People seem to love lists because they present information succinctly enough for users to withhold at a later stage, and makes it easier for them to find what they are looking for.
Of course good content doesn’t always come in the form of hundreds of words, scrawled out on a keyboard. If you have the ability to make use of images, infographics, interactive slides and videos, all the better. These types of rich media are more interactive, something which your audience will surely appreciate.
A word of caution when it comes to rich media however. Take care not to use files that are too large or of too high a definition. Massive files will slow down the loading time of your website or social media page, resulting in a high bounce rate which will damage your ranking.
6. Leverage A/B split testing
Every one of your marketing efforts should be analysable in terms of its results. It is therefore crucial to take measurements of your content marketing success to see where you can tweak your strategy for more effectiveness.
There are plenty of tools on the web for testing your strategy’s effectiveness in terms of titles, images and calls-to-action. This way you can check which ones are performing the most favourably and make changes to your other content accordingly.
This process should be repeated as often as possible to make sure that you are constantly putting your best foot forward, and doing away with those elements in your strategy which are doing nothing for your brand, other than just costing you money.
7. Create a blog
Creating a blog that isn’t directly related to advertising your brand is a great way to increase traffic to yourself, but it is also a nifty little tool to surreptitiously slot any references to your brand onto your target audience’s screens. Having said that though, be careful of creating content that is blatantly used for advertising. That is not exactly what blogs are for, and this style of posting can end up looking spammy.
Instead, create interesting content that discusses your brand’s niche in a way that highlights its usefulness to the public and generates discussions about it. This can also help with any SEO efforts that need a means of spreading link juice to your website, or simply upping your SERPS ranking by delivering consistent content. A blog also gives your followers something to share on social media, which as we have seen in this article, is growing more and more important by the day.
8. Create captivating headlines
There is a secret to attracting an audience to your content, and it is one that has always been exploited by professionals. Newspaper publications, magazines, books and now even blogs have all one thing in common. Their power to draw a crowd comes from the attractiveness of their headlines. I’m not just talking about clever wordplay and smug puns here, but succinct, attention grabbing text that is both descriptive and exciting.
Be careful of falling into the trap of using popular forms of headings that are in circulation and have a very generic and annoying feel to them. Here is an example: “This little girl walked on to stage with a bag of fresh fish, and no one could believe what she did next…” Boo! Don’t you just hate those types of headlines?
While they did a good job of grabbing our attention when they first came around, the average user has wizened up to the fact that it is too vague a statement, and therefore probably doesn’t contain what you were thinking it would. Don’t annoy your readers with these kinds of headers, they do nothing for the image of your brand.
There are of course many other ways of applying your creativity to marketing your content, but these ones are the simplest, cheapest and by comparison, very effective. What did you think of these points? Do you have any others you would like to add? Comment below, we would love to hear your opinion.
Joe Ryan is the Founder & CEO of UK online marketing agency, Digital Search Group, which specialises in smart internet marketing. He is a specialist in online marketing strategy and brand building. When he’s not considering the next best online marketing strategy with his team, he enjoys travel and spending time with his family.