It is always a good idea to keep on top of current trends in the business world. This applies to blog posts that are linked to your business too. Certain types of post will have greater impact than others and will help generate sales or leads more easily than others. This is why we are going to take a look at content marketing.
Summary: 5 Minutes read, Level: Advanced
Content marketing is advertising without advertising. That might not make much sense, but allow us to elaborate further. A content marketing post will talk about a specific subject and generate interest in it without mentioning any specific brands. Content marketing can also be done via videos or social media posts. This might sound like quite a challenging task, but it is surprisingly simple. Read on and we’ll tell you how.
In a world of adverts it’s hard to get noticed. We all know there are adverts everywhere, but what impact do some of them have? Imagine you’re in Piccadilly Circus in London. There’s a huge wall of neon adverts there. Without looking at a picture, can you name every single advert that’s on it? No, of course you can’t. This shows that not all advertising is as effective as companies would like it to be.
People have also been desensitised to adverts. They’re everywhere and after a while you don’t see them anymore. Most of your favourite websites probably have huge advertising banners at the top, links to products within articles, adverts down the side of each page and even more adverts and links at the bottom of the page. You, and most others, just scroll past them, not noticing what they are for.
Content marketing reduces the nonsense and gets to the point of telling you about subjects without trying to sell you something. Or at least that’s how it’s supposed to look.
There are a number of ways to make content marketing work for you and a lot of these methods have proven very successful for a lot of companies.
Millions of people read blogs. The general consensus of what makes a perfect blog post length is changing. It was once said to be around 500 words and it was thought that this ideal word count would reduce as readers began preferring micro-sized chunks of readable content. This has not been the case and now 1000 to 2000 word blog posts are proving the most successful. The key is really to write interesting content. If it’s engaging and relevant, nobody is going to check your word count. A good example of a successful content marketing blog post would be a recipe if you sell kitchen equipment. You can say things such as “put the ingredients in a frying pan”. You sell frying pans, but you don’t mention specific ones. It’s more of a subliminal thing. Your readers know what you sell and they could well be tempted to buy a nee frying pan as a result. It’s clever without being misleading.
Videos are so in at the moment and instructional videos can be shared on platforms such as Instagram TV, YouTube and various social media networks. You don’t need to be Steven Spielberg, but your video content should be well produced and be much like a visual representation of your blog content. The good thing is you can use products which you sell, without naming them, and viewers could be spurred into a purchase. Following the above example of a kitchen product seller, you can easily see how simple it is to work a number of your products subliminally into the content.
When podcasts first came about, nobody really understood the potential importance of them. Now many businesses include podcasts as part of their content marketing strategy. These can be seen as an aural version of your blog content. Obviously you shouldn’t produce identical blog posts, videos and podcasts, but there is a great deal of scope to talk about subjects relevant to your business and even bring in guests to talk about relevant topics.
Social media is one of the most powerful tools in your armoury for content marketing. Platforms such as Facebook and Twitter allow you to “microblog” or post links to your blogs, videos or podcasts. Most social media networks allow you to schedule posts so you can save time by producing a week’s worth of posts on a Monday and then timing them to be published at the best times throughout the week.
Content marketing is strange, because many said it would fail when it has actually turned out to be one of the most successful ways of generating leads and making sales. Customers appreciate the effort people make into creating good content and they’re no idiots – they often recognise immediately when they’re being given a hard sell.
As we mentioned with word count for blog posts, things change. They often change in the opposite way to which many expect too, as was the case here. The key is to identify trends. Don’t ever think that you’ve found a winning formula which won’t ever need to be tweaked. You should always research what’s going on. Use analytical tools to make sure your numbers are good and continue to monitor the success or failure of your posts, videos or podcast to see which medium works best and at which times of day the content should be shared. Read this article to learn about the content marketing trends 2019.
If you follow this guide, you won’t necessarily become a content marketing guru, but you’ll be on the right path towards success. Content marketing can be used in conjunction with lots of other marketing forms and it’s up to you to find out which combination works the best. One thing’s for sure though, content marketing works and it’s here to stay. For the foreseeable future, at least.