#HumpdayHelp: Tips for content marketers
The mediums have changed but the formula remains the same.
In a day and age where we must employ a mixed media strategy for effective dissemination of our client’s messages to the greatest number of potential consumers, the quality of our content strategy is paramount.
Traditionally as publicists, we would craft messages and rely on earned media placements to deliver these messages to our target markets. Today we have more direct control. We can use our client’s own social channels, web and blog pages to publish stories about them ourselves.
We want their social media and blog audiences to be engaged around the content we present so that they become loyal, returning readers. The theory then states that a certain percentage of these return readers also become loyal customers. As the old adage, the more things change the more they remain the same, the formula for creating loyal readers hasn’t changed even if the method for disseminating those messages has.
Here are a few #HumpdayHelp tips for creating a loyal readership:
- Be consistent – It should be mentioned, that if you visit a corporate Facebook page or blog, and there hasn’t been an update in a week or more you lose a bit of respect. Or you wonder to yourself, “Is the company doing ok?” It sounds harsh, but its true. Try to update your social media pages at the least 2 -3 times per week and freshen up the blog with new content at least once per week. The search engines will require these updates as well, or they will blacklist your blog.
- Be relevant – The content should be timely and related to your product or product category. For example, if you are marketing a swimwear line (this is a good example because its seasonal), you need to plan content according to the industry. Wintertime should be filled with supplemental content on cruises and warm Winter getaway spots. Springtime is the perfect time to target those who live in deciduous climates and are shopping for suits to frequent places like the New Jersey shore points and The Hamptons.
- Stay ahead of the curve – You want to be the site that they bookmark for breaking industry news. Using the swimwear example above, you should have extensive coverage of events like Miami Swim Week in July. Your client’s social channels and blog should be places they know to visit to watch the shows live. Same goes for product trends. You want to be the one informing them of all trends in advance.
- Think outside of the box – All of your content does not have to revolve around the product or product category directly. Devoting some time to related topics keeps things fresh and diverse. Sticking with our previous example, a swimwear company should consider coverage of things like beach volleyball tournaments and surfing competitions; they may even consider having a prominent swim coach, like someone from the US Olympic team, do a social media take over or write a guest blog. These themes are all relevant to swimwear and they break up the monotony of content only focused on the textile and fashion industries.
- Don’t forget to pepper in powerful visual storytelling tools like infographics. Infographics can be effective in expanding the sales of a certain type of product. For example, you may want to show your consumers a graph of the increasing numbers of women choosing a two piece swimsuit over a one piece swimsuit, since the 1960s. This may help more conservative women, who have been longing to try out something more revealing, to take the plunge and wear their first bikini.
Hope this #HumpdayHelp brings you increased views, engagement and of course, ONLINE SALES! Leave us your questions below in the comments or email us, firstname.lastname@example.org.