Juliane Koepcke – The German schoolgirl was 17 when her plane came apart in mid-air over Peru and she plunged 10,000ft into the jungle still strapped into her seat. With a broken collar-bone and maggot-infested wounds, she walked and swam through the jungle without food for 10 days until she found help, vultures circling overhead throughout.
That was certainly more than heroic!
But why am I telling you this story?
The girl in the above story went without food for 10 days until she found help.
All you need to do is create valuable content for your business for the next nine months. It is not as simple as it sounds. But, much simpler than what the girl went through in the story above.
I’m not saying that content marketing is an ordeal. It is a process you must enjoy. It’s not something that should make you feel like the girl in the story above.
Just be remarkable at the process of consistently creating and promoting the content that works for your business.
Enjoy the process!
Trust me, it is possible for you to create a trustworthy online brand with content marketing. All you need to do is build an audience that loves your content and loves to share it.
The one thing that you must remember while doing all of this is that you must focus your efforts on one niche and that is the niche that your business operates in.
The content that you create must add value to your target audience.
Following are some of the attributes of content that your business should produce:
Exciting and Interesting
“65% of marketers struggle to define what content is effective and what isn’t.”
How to create content that’s exciting?
Put yourself in the shoes of your target audience. Understand if they will wish to consume what you are so confidently serving. Will they be happy to be your fan on social media? Will your piece be an enjoyable experience for them?
If the answer to the above questions is a yes, then you are surely on the right track.
Here are three ways you can make your content more exciting:
Your audience doesn’t just have shorter attention spans, they also have a short memory. They remember you only till the time you come up with your next piece or campaign.
You need to have a content calendar that helps you to create blog posts, infographics, videos, podcasts and interactive pieces, consistently.
When you are doing content marketing, you are actually getting into a hidden agreement or a promise with your target audience. The promise to keep giving them value for their time. It is that time, that they invest in consuming your piece of content. It’s a chain you are building and you cannot in any way afford to break, at least not for a long duration.
You must ensure that your content has a takeaway. If you are a B2B brand then you want to give your audience useful information or tips they can use for their business.
If on the other hand, you are a B2C business, then your content must definitely provide an experience that audience can remember and talk about.
While producing fabulous content you need to ensure that your content is reaching out to the right set of people.
Search Engine Optimisation
You need to optimize it for search engines by creating a content strategy that’s built around a set of keywords that’s popular in your niche.
Google receives over 57,000 searches per second on any given day.
This means that you need to create content that caters to your audience’s questions.
Social Media Shares
Another way to reach to your audience is to share your content on social media channels – Facebook, Twitter, LinkedIn, and Instagram.
When you share content on your business pages on these channels, you will surely start building fans and followers that like and share your content.
When asked which medium consumers would like to receive updates from, 90% preferred an email newsletter, while only 10% chose Facebook.
You need to build a long-term relationship with your subscribers. Send them a monthly newsletter that gives them a round-up of the stories you published in the month. You could also talk about the latest happenings in your business.
Create a popup on your business blog and get your site visitors to signup for your newsletter.
Create Content That’s Interactive
Interactive content marketing helps you to build conversations around your brand.
Make use of the following content formats to engage with your audience.
- Quizzes and Contests
- Interactive Microsites
While using these formats you need to create memorable experiences for their audiences. If you’re successful, your content will get shares as well as conversions.
Have a Viral Content Marketing Strategy
What is viral content?
“Viral content is material, such as an article, an image or a video that spreads rapidly online through website links and social sharing.”
According to Milward Brown, only 15% of viral content marketing campaigns actually succeed.
Let’s look at how Dollar Shave Club benefited from viral content marketing:
- Dollar Shave Club produced this viral video way back in 2012. The video ended up getting a whopping 24 million plus views on YouTube.
- DSC consistently created awesome content and focused on building a community for its razor subscription brand.
- In 2016 the brand got acquired by Unilever in an all-cash deal worth $1 billion.
A viral content piece evokes strong emotions. If you can delight your target audience with a blog post or a video, they would surely share it with their peers.
This video from Old Spice is another interesting example of a viral video that succeeded in garnering 54 million plus views and 300% increase in website traffic.
The campaign also helped Old Spice to double its sales!
Grow your blog subscribers and your social media fans and followers over time. A Proactive content marketing strategy will help you to build an online brand that has a positive reputation among your target audience. Have a mission to tell your brand story and it will eventually start getting you leads for your business.
Abhishek Talreja a.k.a. Abbey is an experienced freelance content marketer, copywriter, and ghostwriter. He is passionate about making each word count so he can help his clients craft stories that leave impressions truly indelible.