To make your voice stand out above the cacophony of other voices on the web, you’re going to need to make a concerted effort to market your content with relevant SEO techniques. According to Domo founder Josh James, “data never sleeps“; it’s constantly growing upon itself at an unbelievable rate. Every minute, at least 347 new WordPress blogs are published, which is nothing to the 27,778 Tumblr posts that are published in the same 60 second timeframe.
Without an established strategy to market your individual piece of content, you simply won’t be able to stand out in the waves of content flooding the Internet at every moment. But first, consider the purpose of your content. We’re not just talking about blog posts here. We’re talking about all forms of media on your site: press releases, infographics, video clips, tutorials, case studies, etc. What do all of these things have in common in terms of purpose on your site?
Well, all of your content should address the following marketing objectives:
- To create brand awareness
- To inspire brand authority and trust
- To cultivate an audience
- To attract attention from other industry authorities
- To create the image of though leadership in your industry
- To educate and instruct current and potential clientele
- To strengthen and encourage brand loyalty
Once you’ve ascertained that your content accomplishes any or all of the above objectives, it’s time to inject the “marketing” part of content marketing to your overall content strategy. How is this done?
Marketing Your Content
You will already have an in depth understanding of your audience (you’ll need to in order to write effective content), and this knowledge should also inform the type of marketing channels you should use to disseminate your fresh, original content.
For example, if your target audience is hip, young fashionistas, you need to be engaging on social media such as Twitter and Facebook. If they’re business owners and professionals, you need to be represented on LinkedIn.
The following methods are options that should be incorporated as an ongoing and standard part of your content creation process:
- Social media
- Public relations (press releases, news stories, etc.)
- Print marketing (flyers, billboards, etc.)
- Email marketing
Your content marketing strategy is comprised of two elements: 1) valuable content, and 2) effective marketing. Understanding your target audience will inform the best methods to deliver on each element, so make sure you are familiar with your audience’s online habits, interests, pain points, knowledge level, and more.
What have you found to be the best way to market your content to your audience?
Ball, Jon. “Content Marketing Without Marketing is Just Content.” http://searchenginewatch.com/sew/how-to/2388728/content-marketing-without-marketing-is-just-content?utm_term=&utm_content=Content%20Marketing%20Without%20Marketing%20Is%20Just%20Content&utm_campaign=SEW.Daily.EU.A.U&utm_medium=Email&utm_source=SEW.DCM.Editors_Updates. (January 15, 2015.)
James, Josh. “How Much Data is Created Every Minute?” http://www.domo.com/blog/2012/06/how-much-data-is-created-every-minute/. (January 15, 2015.)