2015 is a bright new year. Will this be the year that you make content marketing work for your business? If you feel that your strategies aren’t working as well as they should, let’s look at some ways you can energize your efforts.
1. Consider your readers: your ideal customers
Too many companies try to create “viral” content which goes nowhere. Or, even worse, becomes wildly successful… but your sales results are a big fat zero. To add insult to injury, your viral content increases the cost of your bandwidth.
Focus on your customers. Create a persona (an avatar if you like) who respresents your ideal customer. What are her likes and dislikes? What challenges does she have? Once you zero in on your ideal customer, not only does content creation become easier, it will also attract that customer.
2. Remember email: give it the attention it deserves
In the early days of the Web, email was all there was. Gradually, companies stopped paying attention to email. Consider this. It’s very easy to create a series of email messages. Add the messages to your autoresponder, and they go out to everyone who signs up for it.
Yes, it takes a little energy and creativity to create a series which is not only opened and read, but remembered — and which gets results. A successful series can keep working for you all through 2015.
3. Snap photos: use them everywhere
Politicians stroll around with a cameraman in tow, and there’s a good reason for that. Every company has more photo opportunities than they ever use. Unboxing videos are hugely popular on YouTube — they should be boring, but people love them. Make a list of photo opportunities and snap at least five photos every day. And use them.
4. Share and RESHARE your content
Share your content on social media more than once. People dip in and out of social media. No one sits and reads their Twitter feed. They dip in occasionally, and they glance at Pinterest, Facebook, Google+ and LinkedIn when they have a moment.
Use a scheduler like Buffer, and share your content more than once.
5. Add calls to action to everything
If you pay attention to nothing else, pay attention to this. Add calls to action to your content. When I do a marketing audit for a company, one of the first things I check is that calls to action are happening. Usually they’re not. It may seem obvious that your customers know what to do, but they don’t.
Tell people what you want them to do: call you, subscribe to your mailing list, visit a page on your website… Every piece of content needs a call to action. Adding them is the simplest way to energize your content marketing in 2015.
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