Failing to hit the mark with your content? Try these 8 content marketing tips

Ahhh content marketing. Sometimes I think people just get fed up with hearing about it. Is it because they’re frustrated? Is it too much like a long, drawn out process for what can feel like nothing in return? Content marketing is SO straightforward. You literally find out what it is your audience want answers to, then you create content they will engage with. You then ask your audience, ‘did you like this content?’ and if they say ‘no’, you find out why and you test again. It’s more about the strategic process that can be tricky rather than actually understanding it.

I get it. It can be difficult running a business; particularly a small business or a start-up where it seems as though you never have any time to do anything. But, once you’ve got your strategy in place, it’s easier to get the content marketing ball rolling.

Sure, it can take a while to see real results — but isn’t it worth it? Your audience is constantly searching online for answers to their problems and you need to start addressing this otherwise you may as well put your business growth hopes and dreams in the bin.

The eight tips below are to help support you in your quest for a better ROI and elevated brand awareness — because, let’s be honest, the two go hand-in-hand quite nicely.

Do you have some extra content tips you’d like to share with everyone? Add them into the comments below!

Let’s get started…

  1. Content doesn’t have to be a blog post

There are many marketers who are under the impression that content is restricted to a blog post, an article, or a press release — this is far from true. Although the content types just mentioned are, of course, examples of content, they’re just the tip of the iceberg! Content comes in a variety of formats including video, podcasts, infographics, memes, lists, how-to articles, quizzes, polls — the list goes on.

It’s so important that your brand experiments with different kinds of content to ultimately figure out the content that resonates with your audience and keeps them coming back to interact with your brand again and again.

2. Become an industry authority

This point is easier said than done, naturally. But just starting by blogging regularly can help your brand enormously. It was reported by HubSpot in 2015 that B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4–5 times per month. Blogging can be a powerful content marketing tool (as the statistic indicated!) and it’s a tool that’s right at your fingertips!

Blogging regularly about topics and themes that are highly interesting to your audience will help you build a strong brand authority.

3. Pay attention to your buyer personas

You might have seen the term buyer personas floating around the internet over the past few years, and your company might even have a selection of them built already. In which case, that’s great. If you already have them built, have you simply built them, ticked a box and put it on a shelf? You need to be constantly thinking about that persona when you’re creating your content — otherwise, what was the point in creating them?!

4. Your content needs to solve a problem

You should aim to solve the problems that were highlighted as you went through your buyer persona creation process. This approach means your content strategy will continually have focus and a direction to work towards. Helping solve your audience’s problems through content is a less evasive and much more subtle way, let’s be honest, to promote your business — without specifically giving them that hard sell that puts so many of us off!

5. You need to be social

We all know how much people live and breathe social media. Some fun Facebook facts: 72% of adult internet users use Facebook, and the platform has 1.13 billion daily active users! The potential locked inside social media can mean unbelievable opportunities for your brand. You can’t just churn out content on your blog and hit post all the time. Even though your followers have chosen to follow your brand, doesn’t mean they constantly want to read the content you’ve written. Sharing is caring, as the saying goes, so don’t be afraid to hit ‘retweet’ or ‘share’ on the posts you think will interest your audience. Building a social community should be your aim here, not solely self-promotion!

6. Create content in collaboration with influencers

Getting the opinion of others through your content can not only give extra credibility to your piece but, if it’s a thought piece about the industry in general and not specifically mentioning your company, there’s more chance it’ll be organically shared. And when the influencer shares it with their audience you increase your brand exposure that little bit more, too. Getting someone who is a well-known specialist in the subject you’re discussing can help build your brand’s audience and authority in the industry.

7. Get the most out of your content

If you’ve written a how-to guide, for example, don’t just publish it once and be done with it — you need to look at how you can get the most out of that one piece of content. Why spend a week or two researching, writing, and designing a guide for it to be used once in a campaign? Chop up this content into manageable bites. You can write blog posts around each part of the guide, make the interesting statistics into a visually engaging infographic, or why not have someone discuss the how-to guide in a video format? Always look to squeeze as much potential out of your guide as possible.

8. Share your content on different platforms

You’ve spent a reasonable amount of time creating your content, so publishing it to your blog is a good start but you really need to start shouting about it — how else will everyone know it’s there? Sharing content to free platforms such as Medium and LinkedIn, can help you showcase your content in front of others. Spend some time researching which sites your audience is most likely to visit to read content like yours, this is a good starting point. Ask your current clients a few simple questions about where they visit — this way you’re at least on the right lines!