Content creation and promotion is an essential part to every effective online marketing strategy. You truly cannot have one without the other in order to reach your target audience in the most efficient (and cheapest) way possible. For some, creating useful, educational information is the easy part, but maximizing the reach of that content is the challenge. Here are some essential tips for increasing the reach of your content marketing for your business.
1. Start With a Comprehensive Strategy
The first step is to identify what you’re making and why you’re making it. If you don’t have a clear strategy as to who you’re trying to target with your content, chances are, it won’t reach anyone of value.
For example, identify a target audience that you’re trying to reach and plan a piece of content in which that person would be interested in. Make sure you identify how you plan to promote it (i.e. email marketing, social media, etc.), where and when.
2. Create Content for Every Stage of the Buyer Cycle
You want to attract people that aren’t only just ready to purchase your product or service, but you also want to capture and nurture those that might not know about you yet but need the solution you provide.
For example, if you are a car dealer, you could create a comparison guide of some of your top cars in order to target those that are already in the decision stage and ready to make a purchase. And you could also create blog articles that educate people on common car issues to help attract those that have not identified the need for a new car yet and nurture them into becoming a customer in the long run.
3. Create Multiple Formats
The great thing about writing a piece of great content is that you can use and reuse it in many different ways for your benefit. Instead of writing something completely from scratch every time you want to create a new piece, you can utilize that content within a fresh, new format in order to reach people in different stages of the buyers cycle.
For example, if you write a series of blog posts that pertain to first time home buyers, you can utilize that content within an ebook and even use it to nurture leads through email automation.
4. Use Cross Channel Promotion
Each piece of content that you create should be utilized and shared across as many channels in which it makes sense. For example, blog content is not only great for ranking and getting found in search engines, but it also is engaging content to share on your social media channels, with your email lists such as in a newsletter and can be an effective means to nurture leads with through email automation.
For example, when you write a blog post, you can share it on your social media profiles, in your monthly newsletter, in your email signature, among many other avenues.
5. Write for Humans, Optimize for Search Engines
Google is now smarter than ever, and we can only expect that to increase with time. With that being said, Google now uses a variety of factors to recognize trustworthy and relevant content in order to provide the best results to searchers. It is smart enough to recognize when you’ve written something just to show up in search engines and when you’ve written something that could actually be a value to someone.
First you want to think about how to engage the reader and captivate them with your content. Then you want to put your marketing glasses on and make sure your SEO elements are in order, such as a keyword-rich title, your keyword interjected within your content in the appropriate places, a good meta description and keyword-focused image alternative text.
What are some tricks of the trade you use to increase the reach of your content? Let us know in the comments below!