An increasing number of globally recognised brands are putting content marketing firmly on the strategic map for 2013. Over the past year, we have noticed the conversation evolving from one that set out to define content marketing and determine its benefits, to a conversation about exactly how to implement it.
With Coca-Cola paving the way with with Content 2012, other global powerhouses are now developing content that their consumers actually want, rather than pushing an endless stream of “look at me!” advertising and social media marketing.
Last week, Forbes published a rundown of the latest big brands having a crack at content. One of these, Virgin Mobile, has recently capitalised on its existing social reach with a social newsroom, Virgin Mobile Live. Featuring an all-singing, all-dancing array of content from music exclusives to web memes, the site is averaging over 1 million unique views per month and enjoying huge viral success with over 50,000 so-called ‘Supersharers’ on Facebook and Twitter. Other global brands featured on the list include American Express, Marriot, L’Oreal and Vanguard.
Perhaps you read Forbes’ original article and felt inspired to have a stab at content marketing. Or perhaps you’re one of the many small business owners or marketers who read the piece and felt like giving up before you’ve even begun. Maybe you think you don’t have enough of an existing fanbase to make it worthwhile. Or maybe you lack the resources to publish fresh, exciting content several times a day. Brands such as L’Oreal and American Express are already prolific publishers of content to their own websites and on social channels, so it can seem daunting to follow in their well-established footsteps.
Here are five guiding principles of content marketing that apply equally to huge global brands and small businesses:
1. Always be honest, authentic and true to brand.
No matter how slick it is, if your content isn’t believable and human, people simply won’t connect with it. Establish a style guide and tone of voice to use across all your content and stick to it.
2. Create 10% and curate 90%
Producing great content is hard. Producing engaging content on a regular basis is not achievable for most businesses without a dedicated team. Curating content is a more realistic and completely valid way for small businesses to approach content marketing. For example, say that you sell baby equipment online. Instead of repeatedly describing your products, offer instead a round-up of reviews or tips on caring for babies, gently weaving in your own thoughts and how your products might help parents to make their job a little easier. Always add your insights and commentary to stay true to your brand’s voice.
3. Optimise your content for SEO
Now that you’ve started to create fresh, relevant content, it’s time to take the next step and ensure your content is reaping the maximum potential traffic-driving benefits.
All small businesses should practice basic SEO on each and every snippet of content, using similar principles as with all other SEO activity.
Begin by defining your target customers and clients (you probably already have this in place) and then establish a keyword list based on what terms they will most likely be using to search for your content online.
You should always aim to create content that is valuable for your target customers and clients, and even when you curate content from other sources – be sure to SEO-optimise it by using keywords in your own original, customised titles and throughout your additional text.
4. Amplify your content efforts
A content strategy should focus on prospects and existing customers. As well as ensuring your content is found in searches, extend your reach with social strategies like posting to LinkedIn, Facebook and Twitter each time you publish new content – and consider email activity to reach people who aren’t already seeking out your content.
5. Define the appropriate tools for properly measuring and understanding the ROI of your investment in content marketing.
Content is great for establishing brand affinity, thought leadership and reputation, so this might mean looking further down the funnel at customer engagement and online brand awareness metrics.
