Unknown Facts About Content Marketing For Writers
Content marketing is a powerful tool for businesses to use in bringing consumers along the conversion funnel. Different formats, types and styles for your content will serve different audience needs and ultimately improve your chances to acquire new customers or clients.
There are a variety of benefits when it comes to content marketing. Matching these benefits to your business objectives will help you form a content marketing plan that’s right for your business.
1.Grow: your brand or business awareness
2.Recruit: brand advocates and new customers
3.Increase: SEO ranking and web traffic
4.Generate: leads and new business
5.Enhance: understanding of business and interaction with key audiences
When you’re creating content to support your digital marketing strategy, you should always remember that the purpose of that content is to establish a relationship with your buyer and build trust. You can do this by creating content that provides customers with genuine value and educates them in a way that highlights your product or service’s Unique Selling Point. The more informed your customer is, the more encouraged and prepared they will feel to buy from you.
In order to be truly effective, your content needs to be:
- Relevant: if you can’t see how a piece of content would resonate with your customer, don’t create it.
- Personalized: customize content to best engage your customer and demonstrate that your brand values the personal touch!
- Educational: teach your customer something they need to know, or better yet, something they didn’t realize they needed to know.
- Addresses the buyer’s needs or interests: ensure your content is meeting your customers’ needs, perceived needs or interest. Why should they take the time to watch or read it?
- Includes explicit calls-to-action: make sure your content converts by clearly stating what follow up actions you want your customer to take.
- Demonstrates how you can provide a solution to their needs: how can you help? How will your product, service or brand help solve the problems that your potential customer may be experiencing?
Largely speaking we can group all content into either Topical or Evergreen content. Each type of content has its benefits and limitations when it comes to creating content for your digital marketing efforts.
- Topical content is newsworthy, time-sensitive content that is best suited to a particular moment in time and can be effective in driving backlinks based on its relevance.
- Evergreen content drives more efficiencies based on having a more timeless and longer relevancy period. Evergreen content can be hugely beneficial for SEO keyword boosting.
A good content mix should factor in both types of content. There’s no one size fits all but a good deal of my clients look towards a bias on evergreen content with a 70:30 or 80:20 split.
The definition of Topical content is content that ties into a moment in time. As it is tied to a moment it has a shorter lifespan of relevancy.
We will explore how to create Topical content and look at some examples in the following slides.
1.Choose general themes or events: creating topical content requires quick action. Having guard rails established for general topics or areas of topical opportunity that you’re comfortable commenting on or creating content around can help expedite this. For example, if you’re a confectionary brand it might make sense for you to react to pop culture, celebrity or entertainment stories but maybe not for stories about conflict or politics.
2.Consider potential outcomes: once you have your events or themes decided upon, you can often brainstorm potential outcomes for topical content and sketch out an approach. For example, say you choose a sports event: one team could win, the other loses, there could be a draw, someone could commit a foul or there could be an injury. You can create content to hold in stock in advance of these likelihoods.
3.Resource: as mentioned, topical content requires fast action to be relevant and timely. Consider what additional writers, designers and approvals you need to put in place to make sure you can publish swiftly and correctly.
Evergreen content is content that can be used at various stages of the buyer journey and is still relevant and of value to the reader weeks, months and sometimes even years after its initial creation and publication. Because of this, evergreen content can drive more traffic, generate more leads and facilitate more sales for a prolonged period of time.
Evergreen content is:
- Long-Lasting: writing is relevant and valuable for a prolonged period of time.
- Converting: content can drive more traffic and generate more leads over its lifespan.
- Efficient: content can be repurposed into different formats, maximizing creation time.
By leveraging evergreen content, you can make your content creation process more efficient and yield a greater ROI.
#1 Choose timeless topics: rather than focusing on fleeting trends, you need to show you recognize your customer’s needs and want to help by providing information that they can rely on for a sustained period of time. Make sure the topics you choose are specific and allow you to position yourself as the authoritative source. Be simple and accessible; this will open up your content to a wider target audience, including beginners seeking knowledge on a subject.
#2 Promote on social media: you can share your evergreen content across a variety of social media platforms, and once you’ve shared, don’t be scared to re-post it at a later date. The value of evergreen content is its long lifespan, so you should make the most of it. Regularly re-posting content on social media will extend its reach and help you to acquire more followers and generate new engagement, as the audience is new and the content will be just as relevant.
#3 Repurpose at a later date: evergreen content’s longer lifespan means that it is the perfect candidate for repurposing and recycling, which maximizes the value of your content creation efforts. For example, an industry report could later be chunked out into a series of infographics or animated videos or slides which could be promoted and used to engage and convert customers all over again.
As long as the content is high-quality and the topic is timeless, a piece of evergreen content can come in any format.
That being said, there are some common evergreen content post types that seem to work best. Some examples include:
- ‘How-to’ articles
- Beginner’s guides
- Case studies
- List articles
The example shown here shows an article of tips on renting a car when abroad from Allianz. As you can imagine these tips are relevant no matter the time of year as its general facts on what you need to know when renting a car abroad. It also ties into Allianz’s core product offering of motor insurance so is relevant to the brand.