Content marketing is the new advertising. Businesses place content on their own websites and share it on social media. They may also commission “sponsored content”, which is posted on high-traffic websites.
Here’s why. A recent study found that the cost of customer acquisition via content was 25 per cent of the cost of acquisition via paid search. In addition, content offers longevity for advertising; paid advertising stops when payment stops.
If you’re already creating content, you know there are challenges. Not only do you need to make time for creation, or pay for it, you also need to manage all your new creative assets. You’re now a publisher, with all that that entails.
Let’s look at how you can succeed with this new form of advertising, without going crazy.
1. Create Short and Long Term Marketing Goals.
Before you create a plan for creation and delivery, consider your overall business goals, as well as both short and long term marketing goals. Your goals form the basis of your strategies for 2014. Those over-arching business goals are the foundation of all your efforts.
You also need goals for the venues you’re using. If you know that most of your customers use Facebook for example, and you create material for Facebook, create goals too. Then track those goals carefully. If you discover that your followers don’t convert, you’ll need to rethink that strategy.
2. Be Aware That Outreach and Distribution is as Important as Your Content.
You’ve created your information assets such as articles, presentations, images, and videos, and they’re wonderful. But how do you get attention? This is a huge challenge. Google’s cycle of updates meant that many websites lost rankings and traffic.
You get attention by doing outreach, to bloggers, news media, and other websites. A clever marketer said recently that “social media is the new SEO”, and that seems accurate. Build up your social media profiles, so that you have an audience which will appreciate your material, and link to you.
Build relationships, so you can alert your network of contacts when you publish new material. Ask them to share your material on their social media sites. Naturally, you’ll do the same for them
Become a Thought Leader: Write a Book.
Write a book? I’m sure you feel that you have enough to do, without going to those lengths. Consider that in 2014, the competition for attention will be even more intense.
A book gives you authority and builds your brand. It doesn’t matter what kind of business you’re in, few of your competitors will write a book, or will even consider it. You’ll stand out from the crowd.
You can write a book, or get a ghostwriter to write it for you, and have paperback copies for sale in bookstores, and online, within weeks of completing it. You can have digital copies in ebook stores with 24 hours of completing your book.
So, there you have it. Three tips which will help you to take the reins of content marketing in 2014 without going crazy.