How to Diversify Your Content Marketing Strategy
The words “content marketing” have been thrown around a lot lately online. For many businesses, well-established and fresh startup alike, it seems like an impossible web of articles and buzzwords understandable only to the informed. But it doesn’t have to be like that. You’re probably doing a bit of content marketing already and don’t even know it.
But first, what exactly is content marketing?
Well, the straight-up, dictionary definition is this: content marketing is a broad practice that involves the creation and sharing of content to attract and engage current and potential customers. It is not a direct form of advertising, which most consumers dislike, but more of a way to influence the public through positive experiences in a less intrusive manner.
Sounds interesting and pretty intuitive, right? Let’s take a quick look at the types of content that you can create.
There are a wide range of things that you can do and many of them are easily accessible and are very simple to get started with.
Being video providers ourselves, we know just how powerful and welcome videos are in they eyes of viewers. Videos are easily consumable (just click play and watch away!) sharable, and it’s a great medium for showing what your business is all about. It gives your business a personality – a face and a voice that your audiences can relate to. There are a wide range of video formats available to you — live action, screencasts and animated videos to name a few — but the right format depends on the message, brand personality and overall goal of your content strategy. Here at Flikli we’re experts at animated explainer videos. These videos take it a step further by sprinkling humor, vibrant colors and interesting characters into the mix, grabbing the attention of your potential customers. Flikli is proud to have produced hundreds of animated videos and we’re always here to help you create your own whenever the need arises. Drop us a line, we’d love to chat about how we can collaborate with you on some amazing video content.
Having a blog on your website will allow you to create fresh, new content on a regular basis directly on your website. It’s an excellent way to build a community and to establish yourself as a thought leader in your industry. Blog posts can be made into a multimedia experience by embedding videos and audio from sites such as YouTube, Vimeo and Soundcloud. Each post can be shared across your different channels. It’s easy to get started – all you have to do is start writing.
You can use your social media networks to promote any other content that you create be it blog posts, white papers or videos. Because of the non stop nature of the internet, this is the best place for conversations on your content to start, building relationships and increase your exposure. Also, sites like Twitter, allows you to keep up to date on what’s happening online so you can adjust your content for blog posts and other formats accordingly.
White papers and eBooks
White papers are detailed documents that explain complicated topics or research findings, used to establish thought leadership in your industry. Think thesis’ that are written for post secondary degrees, but in most cases shorter and more niched. eBooks, on the other hand, are stylized, visually appealing books and are typically more interactive. This format lends itself to be distributed digitally.
Case studies are short one- or two-page analyses of how your business has helped a previous customer, establishing your business as credible and able to produce results. A typical case study starts by outlining a problem, detailing the solution and summarizing results. By highlighting the process and the journey to the result, potential customers can relate to the featured customer and directly see how working with your business can benefit them.
These are just a few of the major options you have in front of you when making your content marketing push; no matter where you start — with a well-produced video, white papers, a blog, or case studies — the next step is to put together a strategy and start creating your content mix.
on 29 January 2013
Adelina loves all things digital. She is curious about the world and is a trivia fiend, the more random the knowledge, the better. When she's not out traveling the world, you can find her behind a camera or in the kitchen. Catch up with her on Twitter and Instagram.