In a digital world where we are bombarded by content each day, it’s tough to stand out from the crowd. According to software firm, Beckon, “Just 5 percent of content, generated 90 percent of consumer interactions – in other words, 19 of 20 pieces of content get little to no engagement.” What does this mean for marketers? It means we have our work cut out for us. Simply creating and distributing content just to get something out there is a waste of time. It’s clear that content marketing is the way we do marketing today, and now that everyone has jumped on the content marketing bandwagon, being strategic is more important then ever. Here are some ways to get your content to rise above the digital clutter:
Having a plan will set you apart from those organizations flying by the seat of their pants. Planned, thoughtful and strategic content equals quality content. Knowing what content will be posted months ahead of time will give your team time to put the effort into each piece of content that is distributed. What should your content marketing plan entail? It should include (and not be limited to) a schedule, goals, target audience, internal responsibilities, types of content and topics, distribution channels, and measuring tools.
Although planning ahead is key, checking in on day-to-day trending topics is a crucial strategy. News comes and goes at a rapid pace on the Internet. Make sure someone on your team is dialed in at all times and ready to pounce when an opportunity to create content relevant to trending topics should arise. It could be a celebrity blunder, sporting event, trending video, or news incident – if you can tie it back to your brand, it’s content gold. Sure, it may only be the ‘it’ thing for a moment but if you can generate buzz, it’s well worth it.
People hear enough corporate jargon in their offices on a daily basis. There should be a level of professionalism to your content, but don’t overdo it. Open up to your audience and let them know that real people are behind your marketing team. Create content about your employees, team functions and brand culture. Be genuine and authentic in your messaging to create relatable content.
Reach out to Influencers
We all know the typical online distribution channels, but try to get your content out through other online influencers as well. They are called ‘influencers’ for a reason. If you’re marketing a destination and you created an amazing piece of content on a local attraction, reach out to travel bloggers in the area to see if they will promote your piece or even write a blog or vlog about the piece. The online community trusts what these people have to say and it will generate additional exposure for your content and brand.
Thinking outside the box can be a challenge for corporate businesses set in their ways. There are sure to be some wins and some fails. But if you don’t try, you’ll never know what audiences respond to. It’s always those innovative marketing campaigns that stick with you. Why not be one of those innovators?
As we’ve stated many times in our blogs – if you don’t measure, you can’t improve. This especially rings true for content marketing. Find out what content is generating interactions and what isn’t. Then of course, focus your attention on the successful content. If you continue to post content with no measure or tracking, you’ll never rise out of the content clutter. There are plenty of ways to measure the effectiveness of content – social engagement, website visits, leads. Determine what it is you want to result from your content in the planning stage and once it’s distributed, find out how it did.