Visibility is everything to marketers.
Well, that and providing the absolute best service possible for their customers. But visibility means different things for different marketers. Bad news is good news for some in PR, for instance.
When it comes to online visibility brands trying to capture a slice of the market through content marketing is one of the best ways not only to improve ROI but to capture the hearts of their target audience.
Nivea, for example, cracked the tough women’s products market in the UAE with a creative content marketing campaign that won them thousands of new long-term female customers and showed them that Nivea was a product that understood their body and soul.
And here’s the problem for a lot of smaller businesses; They don’t have the budget and reach of a brand like Nivea, and can’t invest tens of millions in a TV campaign to complement their message.
But there are still a large number of ways that brands of all budgets can use content marketing to their advantage whilst also keeping costs low.
Have you used content marketing to raise your profile and generate leads? What’s been your most successful piece of content to date? Let me know in the comments section below.
Knowing me, knowing you
Content marketing can be used to cover a huge amount of areas, from building brand trust, driving traffic to your website, converting sales, and more.
But it’s more than just words on a (web)page. Strategy is so important to content marketing, and you really need to nail what you want to say, how you want to say it, who you want to say it to, and many other considerations.
But some are doing that and doing it well, and are still yet to get the kind of results they’re looking for. Why?
A lot of it can be down to timing and luck, but you must also have a lot of patience and perseverance in your locker. And, like how you shouldn’t wait for your social profiles to sit there and be discovered, you should push your content wherever relevant to the right audience.
The impact on search
Google famously tried to help audiences discover better content by giving content authors better search visibility with its Authorship experiment which they, sadly, pulled the plug on. It was a huge shame for marketers because the power of a personal brand is a magnificent ally.
But more than personal branding being a creative content producer is all about knowledge and sharing it with people. Knowledge is so important to people, and those that regularly share it will regularly be discovered.
It’s the infulencer argument, but is also highly relevant from a search point of view. Not just because Google likes fresh content but because you can build and enhance relationships with people, and move forward toward the contextual future that search algorithms are working toward.
As well as creating content it’s essential to share it, whether that’s on social channels such as Facebook and Twitter (where they can also find a new audience with a budget boost) or other platforms such as Digg and StumbleUpon.
The key is to interact with your content and cultivate an audience. It’s one of the short-term problems that media sites producing clickbait-style headlines are discovering. If people are discovering new content and are left unsatisfied by it, that experience will stick with them. You need to feed people with the right content at the right time for success.
New ways to share are always cropping up, and below are three of the finest that you can use for free to build an audience and let people know that your knowledge and experience is worth listening to.
What other places do you distribute your content and what’s your favourite content marketing platform? Let me know below!
1: LinkedIn Pulse
I recently touched on LinkedIn and what a fantastic way it is to build relationships and generate leads. One of LinkedIn’s most impressive features is its Pulse publishing platform, with a simple What You See Is What You Get editor that makes uploading content easy and effective.
Your content can be viewed by a highly diverse and professional viewership and can be tagged to reach relevant people searching for your topics. What’s more it can help you to build a targeted following.
Being a LinkedIn influencer can be worth its weight in gold when online marketing, especially if you’re consistent and converse with people.
Medium was created by Evan Williams, creator of Twitter and the man who sold the Blogger software to Google. Now he’s back with a mashup of the two; Medium, which is a brilliant mix of social and blogging, helping people create attractive content and building a following around it at the same time.
Medium’s interesting because it allows people to discover relevant content to them and follow those people – a great way to write about something you’re interested in to become an influencer. While it’s more B2C against LinkedIn’s B2B offering, Medium is easier to use than Pulse thanks to its drag-and-drop technology, is responsive, and helps build wonderful-looking content.
A little more niche but that doesn’t make it irrelevant. If anything Quora can help you find a more targeted audience, even more so if you’re in a specialised industry. Quora is a great way to show your influential side off and direct people to relevant content that satisfies a need.
Quora is a direct way to get your knowledge across to a specific audience thirsty for answers to complex questions that you may know the answer to. Building up a profile and showing your specialist knowledge is a good way to get your influence across and attract attention in a different way than direct content marketing, as you build up a core following of the right people.
If you’d like to learn how to get more visibility with creative content marketing contact Webpresence today!