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Top Five Tips for Making Content Work for Your Brand

Top Five Tips for Making Content Work for Your Brand

Content material is king… That’s what all the thrill has been about, proper? But the 2013 B2B Content Marketing Benchmark Report   discovered that solely 36% of companies imagine their content material advertising and marketing is efficient. (See the B2C version here.)

Why? Merely put, with so many competing priorities, entrepreneurs wrestle with producing not solely sufficient content material but in addition content material that justifies their funding by really partaking customers.

Well timed, pithy, and distinctive content material is important to establishing consciousness and belief together with your viewers. The necessity so that you can produce content material isn’t going away.

So how do you make content material work on your model?

Grey field model 1: Textual content + Button

1. Get critical about creating trusted editorial

It’s possible you’ll not realize it, however you may have a head begin onpercentC2percentA0professional news organizations when it comes to high quality. Doubling down and getting expert writing professionals within the door can take your program to the subsequent degree. That does not have to affect headcount; {the marketplace} is full of proficient freelancers who is likely to be an ideal match on your specific venture. Simply remember to have a devoted particular person managing these initiatives for a constant degree of high quality and a gradual drumbeat of content material.

Having skilled writers producing high quality content material may assist attract your customers. Here is how on-line customers qualify “high quality content material” (all of which skilled writers can deliver), based on Habits Shift: Getting Content material in Entrance of Customers, a survey carried out by Harris Interactive on behalf onRelate:

  • From a supply already identified within the offline world (60%)
  • Contains pictures (24%)
  • Contains creator picture and byline (23%)
  • Contains embedded video (11%)

Content material that retains on-line customers most engaged in your web site longer builds the belief that drives them again to your web site. As for buy choices, customers say they belief content material from a model or producer’s web site (44%) or content material pushed to them through e mail newsletters from manufacturers the services of which they use (51%). (These and subsequent findings are from Habits Shift: Getting Content material in Entrance of Customers.)

2. Be stringent on eliminating the promote

The purpose of branded content material is to not promote issues. It’s to ahead initiatives and concepts by way of considerate, levelheaded writing and multimedia. Everyone knows this, however we can also get sloppy, letting a couple of self-serving bits and items creep into our editorial. Do not do it.

White offset field model 3: Picture solely

Manufacturers should try to create content material that’s not sales-focused however, fairly, customer-centric. Right this moment’s on-line customers wish to make knowledgeable choices about what to purchase past the same old concern with value and high quality. The model that helps them make higher buying choices with none ulterior motives will construct the belief is that may proceed to maintain patrons engaged.

And, in the long run, engagement is what is going to in the end drive gross sales.

3. Have a look at your content material technique holistically, and keep away from silos

Suppose extra broadly concerning the content material you’re creating to assist totally different initiatives, and don’t function in silos. Experimenting with Instagram or one other social media platform? Your Instagram feed is content material—so assume cross-platform about how these efforts may make your weblog technique or video collection work more durable.

Take into consideration the general story you’re telling and the way every tweet or put up ties into the story your model stands for. Do not forget that your viewers lives on a number of platforms, in order that they’ll have to see a constant story throughout all of the platforms they’re engaged on. On-line ways, together with search engine marketing, lead technology, and social media, ought to all be targeted round telling a compelling story to have interaction your viewers.

Don’t neglect e mail or newsletters; on-line customers haven’t. In truth, 51% say they learn and click on on content material pushed to them through e mail newsletters from manufacturers they belief. So lengthen the lifetime of the content material you’re producing all through to much more conventional communications channels.

4. Don’t soar on the video bandwagon simply since you assume you must

Sure, video is scorching and it ought to proceed to be a precedence, however with 62% of on-line customers nonetheless preferring conventional information hyperlinks versus pictures, movies, or blogs, it doesn’t imply it’s a must to make investments now. As an alternative, concentrate on diversifying your content material to incorporate a mixture of infographics, articles, video, and podcasts.

Your viewers members are much like each other in that they’re considering what it’s a must to say, however the way in which they devour that info varies from individual to individual and varies relying on when and the way content material is accessed. After ending an article, extra on-line customers say they’re extra prone to click on on a hyperlink to a different article (34%) than to a video (15%)—however 39% point out they’re extra prone to click on on an article if there may be a picture related to it.

Completely different sorts of content material entice customers in numerous methods. By preserving that in thoughts and creating a mixture of content material, you’re extra prone to preserve them engaged and returning.

5. Maintain your eyes on the prize always

How are you aware if you happen to’re entering into the proper route if you happen to don’t know the place you’re going within the first place? We’ve been so crazed to churn out the content material that we regularly discover ourselves caught when the higher-ups ask, “So, what did we get out of manufacturing that video?”

As with all venture, setting clear and measurable objectives for every bit of content material performs a important position. Take into consideration what you’re seeking to obtain (enterprise leads, visitors to the web site, preserving customers in your web site longer) and the way you’d decide whether or not the content material achieved that purpose.

Perhaps benchmark testing must occur earlier than new content material is even developed. Maybe extra funds shall be required to measure your work. Making these choices early on will assist prioritize content material manufacturing and weed out fruitless initiatives that don’t serve total enterprise objectives, saving you time, cash, and doubtless some complications.

And as with all good branding or advertising and marketing marketing campaign, the objectives should be carefully aligned together with your firm’s enterprise objectives; in any other case, what’s the purpose?

*Habits Shift: Getting Content material in Entrance of Customers by Harris Interactive, on behalf of nRelate, was carried out on-line inside america between October 3-5, 2012, amongst 2,512 adults (age 18 and over), of which 2,377 have been recognized as on-line content material readers by Harris Interactive through its QuickQuery omnibus product.


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