In the world of online marketing where SERP positioning is everything and audience engagement is the most effective way to boost organic website traffic and conversions, content marketing rises to the top spot as the most valuable tool in every marketer’s arsenal. After all, the reputation, recognition, awareness, and trustworthiness of your company will depend on your ability to craft unique messages that will pull the global audience towards your brand.
However, in a sea of competitors battling for the same prize, dominating the content marketing game can prove to be a tough challenge. So let’s take a look at some of the best tactics you can use to separate your brand from the competition and spread your content through the online universe like wildfire.
Discover the best SM channels for your brand
Your content should be available to your existing and potential brand followers in numerous places, such as your own website and the top authority websites in the industry, but arguably the most important place where people should be able to find your content is social media. Yes, social media is the most powerful mass media tool every digital marketer should exploit to its fullest potential, especially when you consider that around three billion people use some form of social media on a daily basis.
However, it’s important to understand that not all SM channels were created equal and that some will serve your brand better than others. With that in mind, you need to tend to some thorough market research in order to determine where the bulk of your demographic resides, and then focus on growing those channels. This does not mean, though, that you should not be present on every other SM platform out there.
Should you focus on quality or quantity?
The next piece of the content marketing puzzle concerns the age-old question of whether you should post often or post occasionally yet focus on the quality. The answer is, contrary to what you might have heard, “yes” to both. You see, in the competitive online arena where everyone is using the skyscraper method to surpass their competitors content-wise, there can be no room for irregular or seldom posting, nor can there be room for less-than-stellar content.
You need to dish out amazing, top-tier content every day, without being intrusive, if you plan on making it big in the content arena. While it might sound like a difficult task, let this simple premise guide you: if you don’t post regularly and at exact intervals, you will lose the audience’s attention, and if you don’t post quality content, well, you will lose your audience period. So you kind of have to do both.
Become a master at storytelling
Out of all the content types out there (which we’ll get to in a minute), written content should be your primary concern. It’s not just about writing articles with tons of useful information, because truth be told, people might not care. What defines a truly remarkable piece of digital content is its ability to strike an emotional chord with the audience, and establish an emotional connection, in turn transforming them into lifelong brand followers.
So naturally, your content needs to have personality, a unique tone of voice, and a soul, so to speak. Take a look at the Australian market. In the Land Down Under, professional copywriting in Sydney and other prominent regions has become an integral part of every digital marketing strategy, as the local entrepreneurs have recognized the importance of immaculate storytelling for the long-term success of their brands. Following the same mindset, you want to bring in an experienced copywriting team that knows how to establish an emotional connection with the online audience.
Invest in other content types
Finally, there is a need for every growth-oriented brand to avoid the risk of becoming tedious or overly-predictable with their publishing by diversifying their content pool. If you want to attract numerous other audience types and make your content shareable across all SM platforms and beyond, then you should focus on:
- Articles and blog posts
- Unique and engaging images (avoid stock photos!)
- Live events
- Interesting quizzes
By creating numerous content types on a regular basis, you can break any monotony that might have settled in your content strategy, keep your audience engaged and interested, and boost word of mouth marketing. Moreover, you will open new possibilities on other relevant SM channels.
Content marketing is the name of the digital game, and every 21st-century brand hell-bent on making it big in the competitive arena should aim to master the art of content creation. With these essential tips in mind, you can go ahead and take your content strategy to the next level.