Content marketing is not sales and it’s not advertisement. It is, however, the most effective way to promote yourself online. Share your expert opinion on a product or method, teach others how to look at something more deeply or offer a differing point of view through well-written material you then share through online environments. Depending on the content’s usefulness, you may even be able to get it picked up in local magazines and other print publications.
Content Marketing Options
Use content to improve your brand recognition. Take the extra time to be certain your work is truly serving an audience who will either reference your work, increasing your online reach with back links, or decide to purchase from you based on what they’ve learned.
Examples of content include:
- Press releases
- Articles
- Downloadable white papers or templates
- Blog posts
- E-books
- Video tutorials
- Podcasts
- Email newsletter campaigns
When figuring out what your company’s particular needs are, keep in mind:
- How much time you have to devote
- Your writing and computer skill level
- Where your target market is most likely to see your material
- If you prefer to outsource, decide on a marketing budget
Each area you’d like to distribute content has a frequency that needs to be maintained to see results. Press releases, for instance, should be submitted no less than quarterly, though monthly distributions have extremely high pick-up rates because journalists begin to recognize good sources of material when released regularly.
Articles are best submitted weekly or monthly. Blog posts should be posted at least weekly, as should email campaigns and podcasts. Downloadable files, like PDFs and white papers don’t need frequent updating, but do need constant buzz so that others know they exist and are encouraged to download them. A combination of approaches will help you meet the demands your high-paying customers may require.
Many companies are much more aggressive than I’ve described. What works well for your company will show itself over time. Be ready to pivot to a more beneficial content marketing plan if you aren’t getting the results you’re after.
Do you use any of this media to reach your customers? Which ones work best for you? We’d love it if you share with us, comment below.
Photo Credit: kellypuffs on flickr
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