Content marketing, one of the topics that we just don’t shut up about. And for a good reason can we just say!
If you excel in content marketing, then a lot of the time, your business is going to be a success. But if you don’t touch it, then you’re not taking advantage of an area which can really make a difference for businesses.
There’s usually a guideline to follow to ensure that you’re getting the most out of content marketing.
What are these we hear you ask?
Fortunately, you’re in the right place to find out!
We’re going to be discussing some of the best content marketing strategies that business owners should be using.
Keeping your team educated
Knowledge is power and the exact same works in business.
On-going training is an incredibly important component for a well-performing marketing team. If you want your business to create quality content, then your team needs to be well educated and can distinguish between good and bad content.
As a manager, you should be sharing quality content with your team to help improve and guide their learning process. Tracking and analytics should be used to help understand what pieces of content performed well and which didn’t. This can then help you create content that your audience actually enjoys instead of the generic, run of the mill content that keeps you ticking over.
Everyone can learn something and providing your team members with learning opportunities that fuels their professional growth are the best aspects of a winning content marketing team.
Appeal To The Heart Of Your Audience
Sounds easier said than done. However, emotional triggers are the key to conversions. The best performing brands are usually those who have managed to create a product that is the most addictive. Little touches can make a huge difference. It could be entertaining gifs or even short-term rewards that pull your audience in further and have them coming back for more.
By humanising your product or service, you bring your business back down to reality which helps stimulate feelings of trust, hope or belonging with your customers.
Add to this emotional mix a well-reasoned argument in favour of your solution to the customer’s problem and then you’re good to go!
Collaborate With Customers and Co-workers To Create Content
When you’re creating content, you want to create something that your audience is going to enjoy.
When you’re creating content, it’s not just your readers who you should be aiming towards. Develop different, unique ways to know your audience and listen to their feedback to find out exactly what they want and what they need.
You want to give your audience the information they want. Your content should be relatable, informative or provide a solution to an issue that your audience is bound to have.
Separate Your Business
The sea of sameness is what we always say when there are thousands of businesses out there promoting exactly the same thing as you. You want to be different.
Think about your company persona and brand message. Is this the style you want to present your information to your audience in? Look at your audience, your why and what you can do to communicate with your audience better.
Any business can share information, that aspect is easy. But it’s how you share that information that makes you stand out from the rest. You want to put your own spin on content that makes your audience take note.
As a small business, there will be plenty of things that you’ll be absolutely dying to do but you can’t, either because you’re not big enough or because you don’t have the money to do it.
You will have probably seen a few of these big brands running some successful social media campaigns and you’ll be sat there wondering why you can’t be doing the same and revelling in the same interest.
In reality, though, you don’t have the budget, you don’t have a big name to pull that interest in and, well simply put, you have a small business.
However, there’s some good news! It doesn’t matter if you’re a small business or an international one, all you need to do is adopt a few simple strategies to create a highly impactful social media management campaign.
You don’t have to be a big company to create impactful and shareable content.
Instead of wondering what you could have done, look at some of the big brands’ campaigns and adopt the same strategies across your social media channels.
Purina did this well. Often one area which big brand usually struggle compared to smaller businesses is authenticity. Purina was one of these brands which struggled with authenticity. So much so, that the smaller brands were beating them time and time again.
They recognised this problem and decided that overcoming it would mean increasing its social media engagement and boost sales.
They then created the ‘Trust’ campaign. It gave people a behind-the-scenes look at Purina employees and fans, alongside their beloved pets. This helped them create that connection and authenticity that was previously missing.
This had a great impact for the brand as people automatically felt much more connected to Purina, which then led to a social boom.
As a small business, you want to get personal. But, keep your brand voice in mind when getting personal, you don’t have to change the way you speak.
Don’t be afraid to make fun of yourself. It makes you look a lot more genuine.
Let people see what it’s like behind the scenes as it shows the potential customers that you’re human.
Go Social With Your Customer Service
Most likely, you’re a small business who doesn’t have the customer service team available to answer quick questions. But it doesn’t mean that you can employ that strategy.
Analyse social media. Look through the mentions and see if people have questions and if they do answer them via social media. Not only will this save you time, but it will help your business stand out from the rest.
People take notice when brands interact through social media. Especially when they’re interacting on a personal level with potential customers.
Influencer marketing is one of the hottest marketing trends right now. People are much more likely to purchase a product if an influencer endorses the product. It is one of the current best forms of social proof.
As a small business, you’re not going to be aiming for these big influencers, simply because the prices that they charge are way out of your price range.
But it isn’t impossible to find an influencer that works with small businesses. Think about it, there’s plenty of micro and nano-influencers out there who have a very niche audience perfect for your business.
However, you need to pick carefully. You want an influencer whose audience is going to have an interest in your business. Otherwise, there’s no point!
As a smaller business, you just need to think about it a little more. Sure, you don’t have the money to be pulling off these huge social media campaigns. But if you think about it carefully, you’re able to create campaigns that can get an incredible amount of reach for a fraction of the cost.
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If you’re a business, then nine times out of ten you’re going to have a blog, but some of us don’t actually know why. We’ve never really had to write a blog in our lives so why start now. Blogs can have an incredible impact on your business if used correctly. You need to understand how to use a blog and what are the best techniques to fully utilise this tool to the best of its ability.
Targeting painful keywords
First things first, ensure that you’ve set yourself up on Google Analytics and Search Console. This should be a priority so try to make it one of your first ports of call.
One of the best ways to check whether or not your content marketing is successful is through performance analysis and thankfully, Google provides this information to us free of charge!
You should regularly do performance checks can improve the organic traffic on a monthly basis and don’t worry, it’s not hard to understand.
What we suggest though is looking at any keyword pain points for your audience related to your industry as it can be much more successful than focussing on topic names, niches or specific areas.
Usually, searchers are looking for a way to solve their problem and if you’re providing them with the information they desire, they’re going to explore further.
Pain point keywords tend to be questions or short statements seeking an answer!
Social media is bigger than ever! And you want to be part of it. Over the past twelve months, there has been a lot of data breaches which has affected the trust issues customers are having with businesses via social media.
Social proof is a key ingredient for success. You want any articles that you post on social media to be receiving the highest amount of clicks possible.
You want to create content that encourages social engagement. A social share (when an individual share your content) is much more valuable than a business sharing it. This is because it goes from a company promoting its own content to an individual with no relation to your business sharing it to their friends and family.
If you struggle to generate social engagement, learn how to write better headlines, improve your copy or test out your content on a low-cost Facebook engagement campaign.
Use eye-catching images
We all process content in different ways. Some of us prefer reading, others prefer images, videos, audio etc. But some of the best-performing articles are those that use brighter coloured images. It allows them to pop from newsfeeds, referral sites which ultimately encourages interest.
You want to try and use images that have little text in them as it creates interest and intrigues the user into clicking and reading. This can change depending on the industry you’re present in, so it’s worth just trying out different things and seeing how they work out through social on Google Analytics.
Use guest bloggers
It can be refreshing for readers to see a different style of writing now and again so it might be nice having some guest bloggers dropping into your blog writing about their expertise.
You want to have someone guest blogging preferably who is an expert in your industry and can provide your readers with knowledge around a subject they’re going to find interesting.
This also allows you to reach out to an audience who already have an interest in your industry through the guest blogger which could ultimately help improve your conversions.
These four tips are brilliant for anyone looking to get into blogging or to help those who already have a blog change the way they go about it. You want to get the most out of it as possible and making a few alterations can be the difference between an average blog to a great blog!
It’s that time of the month for Passport 2 Success where we try and find the best ad of the month. This month, we’ve been looking at some of the May ads and trying to find one which is a worthy winner.
If you haven’t seen our previous ad of the month, you can find it here.
Our previous winner was Burger King with their comical x-ray ads showing how big their Whopper burgers were and how they actually injured people’s jaws. The marketing team over at Burger King are doing a fantastic job with their ads recently and have chosen to go down the comical route which is working extremely well.
Back to this month and we think we’ve picked a good one this month. This is one of the very few where we’ve all agreed that it has a well-deserved place as our ad of the month. Our ad of the month for May is Prostate Cancer UK | Men, We Are With You.
Toxic masculinity has brought discussion recently with marketers trying to find the best way to talk about men with a voice that’s positive whilst acknowledging their flaws and fragility of gender raised to be dismissive of flaws and fragility.
The Gillette ad certainly became a talking point about how men have abused their social powers and how they could become better. Unfortunately, it did come across more as a lecture, which is a shame because we thought that the ad, if done correctly, could have really hit the right note in regards to men and what’s acceptable. But we do have to commend them for trying to push this conversation to the forefront rather than ignoring it.
However, Prostate Cancer UK has created a fantastic ad which portrays how loving and kind men can be, whilst also showing how vulnerable their can be, both emotionally and physically.
You can see the ad here:
Prostate Cancer UK: Men, we are with you - YouTube
At the end of the ad, it mentions how one man dies every 45 minutes from prostate cancer. It really is a great ad by Prostate Cancer UK and shows the importance for men to ensure that they regularly get their prostate checked.
Olivia Burns, the Director of Communications at Prostate Cancer UK said: “By celebrating everything great about men, and highlighting the special moments we will lose if our dads, brothers, sons and partners continue to die early from prostate cancer, we want everyone to know that Prostate Cancer UK stands with men and for men.”
On behalf of everyone here at Passport 2 Success, we want to give Prostate Cancer UK a huge congrats on producing a fantastic ad.