While the internet has enabled us to create incredible opportunities, it has also created an overflow of competition. To succeed in an online marketer’s world, you need to learn how to market like a pro.
With user-generated content taking over the social media realm, the line between marketing and advertising has blurred. No longer can we rely on the tried and tested methods of the past. To prevail, we need to adapt and evolve, taking into consideration the changing nature of the internet and the devices we use to access it.
Here, we’ll explore how to market online like a pro, including how to identify the key levers that can help you to rise above the noise.
Create a Brand Voice
The first step to creating standout content is to find your voice and develop an identity for your brand or business. When done well, a brand voice can draw readers in and make them feel cared for in some way by your content. You might want to work with a copywriter to flesh out key themes, messages, and language that you can use to inspire content. A brand voice can provide an inflection point for your content, helping to make it more relevant and memorable to your target audience. Strong brands have clear, concise identities that they can build on.
Make It Visual
When we think about marketing content, we often think about the written word. However, non-fiction books and articles have their place, as online publishers like The New York Times have proven. The trick is to find the right medium for your content. If you’re looking to attract an audience and make an impact, you might want to focus your efforts on visual media rather than text-based content. This could include video content or infographics. These are data-rich and information-dense content types that are easy for people to consume and retain.
Choose Your Platform
When we think about marketing content, we often think about websites and social media platforms. However, these are just tools. To succeed in today’s digital sphere, you need to be present in as many places as possible. When you’re creating content for marketing purposes, it’s important to consider popular platforms like YouTube, Facebook, and Twitter. When used effectively, these can all be powerful vehicles for attracting customers and gaining brand awareness.
Distribute Your Content
While you might want to create unique content for your website, you can take this a step further by distributing the content you create through various platforms. YouTube is a fantastic place for you to build a community of followers and draw in new audiences. With over 1.9 billion monthly active users, it’s the world’s second-largest search engine after Google. By creating and distributing content to independent platforms like YouTube, you can increase your reach and gain more recognition. Plus, you can always re-purpose the content for your own social media platforms.
Curate Your Own Content
If you’re looking to take your marketing content to the next level, you can always curate your own content. As an experienced marketer, you might decide to take on a project or piece of content that is relatively simple and require little to no research for. For example, maybe you’ve got a webinar or event that you’re preparing for and need some content to complement it. Or, you might want to write a blog post that summarizes the key takeaways of a particular research report you’ve read. In both cases, you’ll need content that is easy to digest and curate.
Create Compelling Curation
Once you’ve got your own content, you can start to think about how you’re going to distribute it. If you find that your content is doing well across several platforms, you can consider creating a blog post that summarizes the key takeaways of your content. Alternatively, you could create a podcast around the subject matter of your content. In a nutshell, look to see what’s working for other content creators in your niche and find the tools to emulate. When done well, curation can act as a form of marketing content that is both fresh and authoritative. It can also help to boost your existing organic traffic.
Make It Strategic
To create standout content, you need to put in the work to understand your target audience’s needs and wants. While you’re busy developing content, take the time to step back and consider why you’re creating the content you’re creating.
After you’ve established your brand’s voice and developed a content strategy, take the time to map out your content creation process, considering both your goals and the means you’re planning to use to achieve them. Having a content plan means you can review all your content initiatives, both old and new, and determine their effectiveness. To create content that is both effective and measurable, you can use a content optimization tool to track the results of your efforts. When used effectively, content planning can help you to set measurable goals and determine the optimal time and content to target.
Measure And Evolve
To create content that is both effective and measurable, you need to consider how to track the results of your efforts. To start with, consider whether or not you’re using the right metrics for the task. One of the best guides to content creation that is both effective and measurable is New York Times Bestselling author John J. Dos Santos’ book, The Content Marketing Playbook. In it, he shares key insights and frameworks you can use to create content that will grow your business.
To determine the effectiveness of your content, you need to set a benchmark and review the results against it. For example, if you aim to increase the amount of people that visit your website, you can consider setting a benchmark of 100 unique visitors per week and tracking your results against it. To create content that is both effective and measurable, you can use a content optimization tool to track the results of your efforts. When used effectively, content planning can help you to set measurable goals and determine the optimal time and content to target.
With Google’s focus on creating more engaging content, we’re seeing an increase in the use of digital marketing platforms like HubSpot to get insights into customer behavior and find areas of improvement. Understanding the various aspects of the customer experience and building that into your strategy will put you ahead of the competition.