Getting the most out of every piece of carefully crafted brand content is on every marketer’s list of top priorities. The bad news is that there’s no definitive answer to what type of content best suits your brand. You will have to do a some testing. But here are a few pointers that will give you the ability to plan a solid content strategy:
Go to where your audiences are
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The first thing you want to do is find out what channels you want to be on. It’s a good stepping stone for two reasons. The first is that there are some restrictions in place when it comes to social platforms. For example, content on Snapchat is vertically oriented so you’ll have to pay special attention to that.
Secondly, it helps you narrow down on what type of content to produce. If you’re in B2B sales and none of your target audience is really into Instagram, then there’s no real reason to invest in that platform. In that instance, it’s probably more worth it for you to redirect some resources away from images and photography and invest in higher quality LinkedIn content.
Once you have nailed down the platforms you want to focus on, you can start developing content for these platforms specifically. It will be extremely rare for a brand to market viably on a wide variety of platforms. Again, you just need to be where most of your audience are. You don’t have to be everywhere.
How does your audience consume content?
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Great! Now that you have picked the relevant platforms, you will need to find out how your audience interacts with content on it. Do they tend to “like” posts? Reblog? Comment? And so on. It is important because you want to engineer content that’s going to make it as easy for them to interact with as much as possible, as well as to provide the relevant call to actions.
Leverage on what your audience’s default habits and behaviour on the platform, not what suits your campaign or brand best. Remember, you want them to like you, so play by their rules. Gary Vaynerchuk has a great article on this subject, which you should definitely check out.
What can you give?
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Now that you know where to post your content and have some idea of what type to produce, your next step is to think about what value you can provide to readers who might be interested in your product.
A good page to start with is your FAQ page. Developing content centred around common questions not only shows that you care about your audience. It also gives you opportunities to showcase your knowledge on your industry and establish yourselves as an authority. Your content should be supported by knowledge that is unique to you.
Informative content travels too, and it’s more likely to be shared. You will likely gain some brand loyalty if you’ve genuinely helped someone out with your content. The additional links will also help you with your SEO scores. While that’s nice, take note on not getting too drawn into the SEO systems at the expense of content.
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The more specific your content can get, the better. My go-to response to this is to go regional. If you sell clocks in Singapore, I’d be doing content like “10 moments in time Singaporeans will remember forever”.
Or you can look at it from an audience standpoint. If you know what your core demographic is, use it to develop specific content! Let’s assume this brand of toilet paper really appeals to artists and bankers for some reason, I’d go with: “10 time management tools every banker needs to have” or “10 artistic things you can do with clocks” those are just some ideas that appeal to specific demographics. You’re probably not going to get a huge amount of shares on this content because it’s targeted so specifically, but at least, you have got who you want which counts for a lot more value.
Should you create a video, an article or an infographic?
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The simple answer is you should do whatever your audience responds most to. Sometimes, your content might not be suited for certain mediums. For example, complex concepts that require elaboration and context might do better as an article than a video.
It also depends on your budget. Videos and infographics can take a long time to create especially if you don’t have the in-house talent. Outsourcing them can be expensive so you’ll have to weigh the costs and benefits accordingly.
In general, videos and infographics do very well, but you should maximise your content as much as possible by creating articles or Slideshares to support your current content.
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With all those tips in place, you should be able to find some direction with your content. But to find out if it really works, you’re going to have to do plenty of testing and adjustments. Here’s the flowchart you should be following once you post the content:
1. Is the content converting the way you want it to?
2. Hypothesis on why so, or why not.
3. Implement changes.
4. Review data again.
It’s going to be a rocky start, some of your original content plans aren’t going to pan out. But at the same time to ensure you get accurate results, you want to monitor your content for some time before making conclusions. A couple of days isn’t a good measure of the success of an article.
You will also need to get it in front of people, and unless you already have a sizable following on your platform, it is worth it to pay for ads and get your content out there, whether it’s Facebook dark posts or getting your LinkedIn article featured. The data you collect will be worth the cost.
Excel in Content Marketing
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