There is a lot of confusion regarding content marketing that is on the rise, talk of the town, regarded highly, cool, or popular. We compiled some key facts for those considering working in content marketing or developing their own content marketing projects. Since each heading could be a separate blog subject, we tried to sum them up as much as possible.
1. Think “Digital”
As a logic, leaders must “prioritize digitalization” once they give up old habits. Content marketing is not limited to digital media alone; however, any production project that overlooks the digital culture is destined to fail! In the fast moving world of the internet, fail fast and often to learn. Apply your acquired knowledge fast!
- Forget About Past Accomplishments
Maybe you don’t reminding that what might have worked in the past isn’t much of a use nowadays. But, let us remind you anyway. Many executives and CEOs were born in an era of landline telephones, traditional media, and suits and ties. They established large company in those circumstances. But, we are in a different era now. Amazon has redefined retail sales. Apple has turned the music industry upside down. Kodak has missed the digital camera train. In a nutshell, old business models have began to be shaken in their cores. Nevertheless, letting go off the old habits will make way to acquiring new habits in content marketing.
Experience and test are recommended for nearly every digital marketing subject. Brands need to figure out what works and what doesn’t for them, just the way Buzzfeed began as Buzzfeed Labs and then became viral. We need to find out how the content is echoed in this era when all brands are also online publishers.
Coca Cola, one of the world’s most prominent advertiser, bases its content marketing strategy on the 70/20/10 development principle. The strategy involves 70-percent low-risk general content that appeals to all, 20-percent creative and eye-catching content, and 10-percent high-risk ideas that may not appeal to all so to say.
- Re-arrange Your Content in Different Forms
One of the most confusing matters in digital content is the fact that brands don’t know what content to produce. If you’re having a hard time producing or you can’t find new content, re-arranging is one of the easiest methods to overcome this. Take your content and turn it into videos, visuals, and even presentations. Everyone has different ways of using the media usage, habits and resources.
- Re-use Old Content
Re-arranging and re-using the old content always gets mixed up. What we call old content is re-using the content that is really a thing of the past. People are fond of the past and they enjoy encountering something from the old days. Popularity of bars that play 45 RPM records is a good example of this. The example of representing old content is #ArşivOdası (Archive Room) by BBC Turkish.
- Create Content Templates
If you have learned to get the results you desire on item three and set your course, it means you now have various formulas. You can achieve producing efficient content and do it fast by transposing working formulas into templates.
- Content Marketing is More than Just “Publishing”
One of our most important faults is believing that once the content has been published we are done. When in fact they have to present the content to the people and distribute it. For those who publish it and then wait for the readers and customers to see it, this is the best answer: In that case, publish your commercial on your website alone instead of channels such as television. Distribution of the content is just as important as its production and publication.
- Your Content Producers Must Be Sociable
Social media publishers and content marketers, including reporters and even editors, must be social, in addition to being effective on the social media. Your editors must also share their own content on the social media. People who don’t share their own content or don’t consider it to be shareable can’t expect others to read or share them. The thing is readers or customers are not stupid, they are aware of everything just as you are.
- Don’t Forget About Search Engines
Search engine optimization has become one of the foremost jobs of our era. Success of the search engine is without a doubt a crucial benefit that content marketing provides for a brand. Brands that offer accurate, relative and high-interaction content are certainly benefiting from the search engine traffic. At almost every opportunity, Google executives are insistently underlining this fact with regard to rising to the top of the list. Main formula is simple: Superior content!
- Don’t Neglect Email
In item seven, we’d indicated that distribution of content is just as important as its production. Email is the most successful method to drive sales up, especially at e-commerce companies. But, do you always get absolute results by constantly establishing sales-focused communication with the consumers? Think about it in terms of the consumer; what are the chances of you buying a television, mobile phone or a plane ticket every day? Naturally, consumer wouldn’t appreciate being contacted in this manner. Assume that you’re not an e-commerce company. Say you are a car or insurance company. How many times can a person purchase a car or insurance a year? One of the greatest challenge for these companies is to maintain a robust communication with their email lists while not bothering the customer. Producing content, creating interaction regarding your content and distributing it via email is one of the easiest ways.
- Use Your Social Channels to Experience
Content sharing and distribution on the social media is the perfect source to gain experience in publishing due to its low cost in comparison to other channels. You can use the social media to easily measure how much interest your content is drawing. You can also reach your customers easily.
- Take Advantage of the Power of User-Created Content
Creating content through users is undoubtedly the most valuable way of doing it without a cost. And, the experience issue we mentioned in item two becomes natural. But, why would the user create content for you? It’d be naive to think that users will create content for you when they won’t even make a comment. Careful planning is essential when taking the path to have users create content.
- This is a Teamwork
Content marketing is teamwork. Content marketing team requires talents such as content production, technology, production, user experience and marketing. Build your team well. If expect results from content marketing just cause you hired an editor/copywriter, waiting for him/her to produce content for you, you are living in a dream world.
- You Should Know What Success Looks Like
A content marketing strategy must build a draft of which measurement science can measure what success looks like. Traffic, brand recognition, popularity, or sales? If you can’t answer any of these questions or look for answers, then you don’t have a strategy. You, too, know very well that you shouldn’t expect anyone without a strategy to be successful.
Author: Sercan Çalbak