1. Work out your audience and make it about them.
You probably have a good idea who you will be targeting with your content but what you may not fully understand is what engages them. Content marketing should not be about you or your ego, it should be about your audience and what they are looking to solve. Chances are your piece of content is not new. It has more than likely been covered by someone else, so why should people read your blog? What are you going to say that’s different? Are they going to learn anything because if they are then the chances are they will sign up to read more of your content or share it with others. You’ll start to get a loyal following. So, understand what engages your audience and gets a reaction from them. You might ask up front, for example on twitter, what people would be interested in reading, then give a list or 2 or 3 ideas you have in mind and ask their opinion. It could save you a hell of a lot of wasted time and it’s a great way to engage with your audience.
2. Agree on the results or goals of your content.
Don’t just create material for the sake of it. Have a purpose and keep that goal in mind when you write.
- Raise awareness for your brand
- Guide prospects down the purchasing funnel
- Convert your audience into buyers
Whatever your objectives you need to assess how your content marketing is helping to achieve those goals.
3. Have a plan for your content
Before you sit down to write however, you need a plan. Not about the content but about where it will go. Think your influencers. Maybe you can include a referenced quote or reach out on social media and share your content with them. They may then share it with their followers.
Make sure every article is optimised for SEO purposes. Want to know more about how to optimise your content? Read my blog PRs and SEO must break down the Walls.
4. Use images to bring your article to life.
Loads and loads of copy might be contain all good stuff for people but it can be a bit dull. So, quality, original images, infographics or video all count to great content marketing. Remember, you want people to share your content and by making it more visual or visually interesting you’ll increase your chances of doing just that.