Before you execute content it’s important to consider how it can be best optimised and employed across each channel - such as website, publications, social media, etc. For example, the data generated from insight-driven, blog posts can be re-purposed or adapted into new formats - such as video or infographic. You can then push this content to wider channels - like Instagram or Twitter.

This approach will help you to scale your content and gain new value from it. Another benefit is that you can enhance your brand’s authority in search - by developing a network of content that boosts your brand’s blended ranking.

Segment your audience

Different audiences represent different personas, and different personas respond to varying content types in differing ways. Consider the demographic and psychographic market segmentation of your customers. This involves assessing the different personality traits, values, attitudes, interests, and lifestyles of your audiences - so you can deliver tailored, relevant content.

For example, short-form, visually appealing content execution might be more engaging for a Generation Y audience. On the other hand, a business-to-business brand trying to reach a generation X audience might be better served by distributing a white paper or explainer video directly to their target’s email inbox.

Get curating

Successful marketers appreciate that content isn’t always unique, so they regularly share information that’s curated from other sources – and refresh it by adding their brand’s own unique spin. There are many benefits of content curation - not only can it help you save time and resources by reducing the effort of new content production - it can also help you establish new relationships with other brands or influencers.

However, rather than simply regurgitating information, you should think about how you can “remix” the material you’ve found. Some marketers create “roundups” of insights in their industry, while others blend findings to create long-form content. However you choose to publish curated content, the focus should be on adding new value and pushing it out to new audiences.

Encourage user-generated content

When you consider your interactions with customers, don’t just think of the outbound content pipeline as a one-way street - from you to them. Just as you shouldn’t think of content marketing strategies as narrow and static, neither should you assume that potential customers have nothing to share with but their money.

Social media platforms provide a great opportunity to solicit and curate content from people who access your digital assets and interact with your products. Use hashtags, contests or other forms of invitation to bring in user-generated content which can then be re-purposed for further marketing outreach. User-generated content is also a highly efficient marketing tactic because, like content curation, it can remove some of your marketing resources - while simultaneously building or strengthening audience relationships.

Another plus is that users who feel valued and acknowledged by the brands they interact with are more likely to develop loyalty, and can even become brand advocates. This creates a high-value customer — particularly when you consider that today’s consumer is more likely to be swayed by the word-of-mouth opinion of a close friend or micro-influencer - than by traditional marketing tactics.

 

By Ashwin Saddul, managing director of Better Than Paper


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