The first thing that you should ask yourself before you embark on implementing a marketing plan is, how would I react to this engagement strategy if I were the customer? Chances are you have some sort of ad blocker installed on your computer. You DVR your television shows and fast forward through commercials. You probably filter your email into important, promotional and social inboxes. If a telemarketer rings your phone or your doorbell, you pretend that you aren’t home. Everyday the average consumer blocks hundreds of traditional outbound marketing tactics. Instead shouting that your business is awesome and hoping that someone hears you, position yourself as a destination for information on your industry by creating quality content that aligns itself with your customers needs and interests. According to The State of Inbound 2015 report from Hubspot, companies of any size are three times as likely to see return on investment on inbound marketing than outbound.
With that in mind, here are 5 things that you should know about Content Marketing.
- Content is written, visual, and auditory. Blog posts, tweets, photos, videos, sound bytes, or anything else you “put out there” is considered content and should always be on point with your message.
- A content strategy should cover three platforms: your website, your social media, and your email campaign. These are the three “basic food groups” of inbound marketing. When you plan these to work cohesively, you’ll increase the amount of incoming leads and prospects.
- Long-term content mapping is essential for the success of your content marketing efforts. It’s always easier to say everything you want to say when you have a chance to plan it out first! This is no different.
- Content is not single use. It’s important to keep in mind that your content can be recycled for later use if planned and executed correctly. A link you posted to Facebook, a photo from your instagram, a blurb or two from a couple of old blog posts, and a particularly good excerpt from an email you just sent a client can come together to become another blog post, a video, or how-to.
- Your time sensitive to evergreen content ratio should be 1:2. Current events and information are always welcomed by your audience when you’re building yourself as a resource. Be sure to keep an appropriate ratio of time sensitive and evergreen content.