From blogs, press releases and presentations to social media, here’s how to connect with potential customers via your content.
How do you want to present your content, what is the tone you want to communicate and which media should you be using?
“When we think of distributing content, we often gravitate to a blog post or video, but you shouldn’t neglect other formats or forget to find new ways of delivering it,” says social media specialist Trevor Young when speaking at a recent Small Business Victoria and SmartCompany webinar.
“Instead the content could be a tweet, a whitepaper, a PowerPoint presentation or a press release. You can get creative and then think about the tone of voice to go accordingly,” he says. Here are some questions to get you started.
What platform will you focus on?
There are many channels where you can promote your content. SlideShare is great for PowerPoint presentations, or if you’re doing audio then you’ve got SoundCloud and iTunes. Really, it’s about picking one platform that suits your content – words, imagery, audio or video, for example – and is going to generate the best results.
Posting something that people want to share on Twitter will amplify your results, while an informative post on LinkedIn can earn you credit as an industry expert. Young recommends simply picking one or two platforms and building from there.
What kind of advert should you sign up for?
Essentially, you have four delivery mechanisms to choose from: one is paid media, which is a targeted, cheap way of reaching people using Twitter Ads, Facebook sponsored posts or Google banner ads, says Young.
Earned media is traditional PR – do people mention you on lists, do you get interview requests or do people want to get you on their online publication as a blogger?
“Shared media is outside of your control, but you can secure your success by building a community of people who will ‘like’ and spread your content.”
Owned advertising refers to a company owning and controlling their content. Ideally, says Young, you want to harness a combination of all four types of advertising when it comes to drawing up your content marketing strategy.
Can you get mileage from your content?
Young says we can all learn something from The Goulet Pen Company, an online business that sells a range of premium writing accessories.
“They have Q&A episodes and an hour-long video answering people’s questions around their products.”
In addition, each blog post maintains a level of detail and specificity to add serious value: “Each blog post might have 10 or 12 beautiful photographs with 700-1000 words, and the team is churning blogs out two to three times a week.”
Young says that, when you have enough content, it could be worth compiling it in a PDF guide or an eBook with graphics that customers can download.
“If you’re thinking strategically about long-form content you can present it in different ways. Take the guts of that content and repurpose it across other mediums.”