Updated August 2020 . . .
“But blog about what?”
This question has come up on several projects lately. And, really, it isn’t just about blogging. It’s about content marketing.
Even the phrase content marketing can be intimidating, but at it’s core, it’s really quite simple. Content marketing is about delivering useful content that your customer base and prospects are seeking out.
As you’ll see in the content marketing tips below, there are some tricks to it. But, you’ve likely already got a good start on what you need to get a content marketing strategy together. Regardless of who you are or what you offer, your audience can use something from you besides just your specific product or service.
On To The 5 Content Marketing Tips . . .
Definitely in a particular order:
1. Know Your Audience.
I’ve said it before and I’ll say it again. You’ve got to know your audience. Who they are. What they need. What they’re looking for.
2. Don’t Blog Just To Blog.
Content marketing doesn’t just mean having a blog. Much of the time a blog can be enough. But, going back to #1, maybe a blog isn’t the best way to deliver useful content to your audience and prospects. Podcasting, webinars, and video tutorials are other vehicles for content marketing. And, with the right team, these alternatives are not as daunting as they seem.
All of these methods – including blogging – take time to do well. Don’t waste your time or effort just to feel productive. When I take time to blog here, I’ve got something to say and share for a reason.
3. Use Existing Inquiries To Generate Source Material.
It blows my mind when I see it, but then again, I’ve been guilty of it too. You rack your brain trying to generate ideas for useful content. All the while, you’re answering the phone or responding to customer email. The very thing your customers are looking for is in that correspondence. If you don’t have access to that goldmine of information, find out who does.
Much of the time, the content generates itself.
4. How Will You Get The Word Out About That Content?
As much as some would have you believe, just putting the content out there – even search optimized content – isn’t enough anymore. On some level, you have to market the marketing. How will you do that?
You may already have more channels than you think. If you have a sizable existing customer base, you’ve got a great place to start – share it via email newsletters (MailChimp is great!) or social media.
Also, consider what a search engine marketing plan for that content would look like.
5. Engage.
Don’t just put that content out there and expect it to work for you. I’ve seen surprising results with inquiries via blog comments instead of contact forms. Actively monitor incoming correspondence via your content marketing.
That quality and level of engagement is priceless.
Which tip do you think is the most important at the moment? 😉 How about answer the “why” question in order to know your audience?
Thanks for your comments here and at BizSugar Martin. You make a good point about the “why?” – what content is your audience looking for and why? Often the answers lead to even more quality content and ultimately, clients. That’s what it’s all about anyway right?
Knowing your audience – and developing a customer profile to support that effort – is the most important tip listed here, because it is a fundamental one. Without that step, any content marketing tactics won’t be as productive or effective.