Holding your content publishing deck together can seem almost impossible.
For businesses with a lot on their plate, distilling all the marketing possibilities down to what is really necessary can make moving content to the too-hard basket the easiest option of all.
Social media, video, e-books and webinars are only the beginning – messenger marketing, SMS, chat-bots and AI are all vying for attention. But at the end of the day, it is not the latest technology or marketing fad that will make the difference. It is the core 3 areas which really require your attention and where your efforts should be focused.
consistency, value and audience are the only three cards you need to be holding
Of course, it is never quite as simple as that;
Consistency is all about audience experience. It’s about brand voice and how interacting with your brand ‘feels’ to your audience. Being online makes this kind of consistency both easier and more difficult.
It is easier because you have complete control over how your website, social media and messaging looks and sounds across the whole internet. It is more difficult because you need to create and maintain consistency of all these audience touch-points and you don’t always get to see how people react to your brand.
Creating brand guidelines – which means everything from how your logo is displayed to images, colours and fonts right down to language and how it is used within your brand space.
Create a copy style guide which will help you keep your brand voice consistent and recognisable by your audience.
Giving value is interpreted in different ways by different people. For some, their IP (intellectual property) is closely guarded – for others, the value lies in the distribution of the idea, not the idea itself.
Content Marketing is not a new idea, and there are many many people who help businesses with their content like we do – but each of us does it in a different way; our brands have different personalities and we attract different types of clients.
So when it comes to sharing our knowledge – we know that we can’t give away too much – many of our articles, downloads and videos are all about helping businesses understand, start and continue their content marketing. Another business we know gives away 30-minute strategy calls which are packed with serious value, and another who serves up high-value ‘how-to’ on a platter – all of them free free free!
Showing people how to do something new, or helping them understand a new concept is a great way to add value. Templates which make a task easier and more achievable are also great.
Find three things you can give away to your audience. Turn them into a .pdf download and send them as a gift to your subscriber list.
We saved the most important to last. Understanding your audience is the real key to successful content marketing. Who are they? When do they need you? How do you respond to their problem or desire? How do they see you?
Who are they and what do you do to make them feel better about themselves?
There are so many ways to define your clients and find your niché. Audience profiles, client personas, demographics, psychographics but it really comes down to
a) who has the problem you solve or the desire you fulfil – and which sub-set of these people do you want to work with?
b) how do you respond to them that makes you the right choice for them?
Most businesses need a bookkeeper – but a bookkeeper who understands the building trade and likes working with builders probably won’t attract (or necessarily enjoy working with) a yoga studio. But they will become well known as the tradies bookkeeper. The more you understand who your audience is, the more you focus on them and the easier it is to give them valuable content in a style they understand and resonate with.
Don’t be afraid to focus on what appears to be a smaller audience – spend time building credibility and awareness with them and you will find they are a bigger niché than you first thought.
Review your current clients, look for common traits such as consistency of problem/desire, or interest area, industry or level of business they are at.
A solid strategy which transcends marketing fads, holds strong in the face of algorithm changes and skips merrily into emerging technologies will go a long way towards future-proofing all your content creation and help your business become truly sustainable.