Content marketing is catching more and more attention from businesses that are looking for ways to bolster consumer engagement and improve sales. Despite the increasing buzz, however, confusion still abounds. How many times do I have to blog a day? Do I need a strategy before I get started? What’s the difference between content marketing and social media marketing?
If you’re wondering these same questions or if you’re simply just new to the content marketing game, take a look at our top 10 content marketing commandments to help guide you through your journey:
- Thou shalt not ‘wing it’: While creating and sharing content sounds easy enough, things can quickly go awry if you don’t have a comprehensive strategy in place. Whatever you do, don’t just wing it. Rather, create a strategy that outlines your core objectives, procedures and policies. Trust me, you’ll thank me later.
- Thou shalt understand thy audience: Creating content for content’s sake is useless. Content should be tied directly to the needs of your target audience. Don’t know who your audience is? Conduct interviews with customers, prospects and members of your internal team to help develop buyer personas—or consumer profiles—which you can then use to develop content.
- Thou shalt not be selfish: While it’s a hard pill to swallow, the truth is consumers don’t care about your business. They do, however, care about how your organization’s service or solution will solve their problem. Wise words of advice: Stop talking about yourself.
- Thou shalt use multiple mediums: Great, you have a blog full of riveting posts, but are you engaging with consumers using other types of mediums? Make sure to incorporate a healthy mix of mediums into your strategy, such as video, case studies, infographics, white papers and webinars, to keep readers’ attention.
- Thou shalt promote content: How are prospects supposed to engage with your content if they don’t know where to find it? While sharing content on corporate social accounts is great, think bigger. Build a promotion plan using paid, earned and owned media.
- Thou shalt not abandon readers: No one likes a stale loaf of bread and your customers sure don’t like content that’s been sitting out for weeks. Keep your communication channels buzzing with new content. Research has shown that 92 percent of blog users who posted multiple times a day acquired a customer through their blog.
- Thou shalt be unique: What’s worse than not having a blog? Having a blog full of unoriginal posts that just reiterate what everyone else in cyberspace is talking about. Be original. Don’t be scared to think outside the box and approach a topic that’s controversial. People gravitate toward thought leaders, not followers.
- Thou shalt not value quantity over quality: If you really want to engage your target audience, your focus has to be on quality. Your consumers will forgive you if you forget to post once in awhile; however, they won’t if your content consistently falls short.
- Thou shalt ‘keep it real’: Don’t try to be something you’re not—consumers can smell an imposter from a mile away. Be authentic, relatable and more importantly, create meaningful, compelling stories that empower your readers.
- Thou shalt not fear content vendors: Content strategy vendors are not the enemy! They exist to help you with all of your content marketing needs from content creation to branding to social media management. Still on the fence? Here’s some advice on how to find the best vendor to fit your needs.