The purpose of your content strategy is to guide your organization’s digital marketing activities and outline the direction of your content marketing efforts. In order to do this, you need to consider the various types of content that could be used to reach your target audience and decide which one(s) you will use to disseminate your message.
While there is no exact formula for creating content that will perform well in digital marketing, there are several guidelines that can help you produce high-quality content that will engage and persuade your audience to take action.
Invest In Video Content
If you’re unfamiliar, videos can be an incredibly effective way of communicating something, be it a call to action or just providing more information. They’re easy to consume and more likely to be shared than other content types.
As a general rule of thumb, invest in video content if your target audience:
- Loves to watch videos (especially if they are engaging and contain useful information)
- Is already consuming a lot of content that is video-based (such as YouTube)
- Vides are considered a more effective way of delivering a message than other content types (due to their ability to capture and hold an audience’s attention)
- You have a strong preference for videos over other content types (i.e. text-based or image-based content)
Pro-Tip: Look At YouTube For Ideas
One of the best places to find inspiration for your own content is YouTube. It’s home to billions of videos, many of which are uploaded by individual users every day. This means there is a wealth of material available to explore and use for your own content creation.
If you want to become a successful YouTube content creator, you need to follow a few steps.
First, find a niche. This simply means that you’ll create content relevant to a particular topic or area of expertise for which you can become known and recognized. For example, let’s say you’re a lifestyle YouTuber and you decide to create a series of videos showcasing the latest fashion trends. This is very broad and can be applied to almost any industry or topic, but it does give you a starting point. Now you can begin to think about what types of video content to create. Perhaps you’ll interview famous people or present helpful tips on how to dress a certain way. Whatever it may be, find a niche and start creating content.
Second, find a voice. The person (or people) behind the camera are as important as the video itself. Just like with the content you’ll produce, so too is the style and tone. You may want to interview industry experts or prominent figures, or perhaps even present tips on how to achieve a perfect lifestyle. Whatever it may be, find a way to bring an air of authority to your videos’ content.
Third, diversify your distribution platforms.
While YouTube is an incredibly valuable source of content for your marketing strategy, it’s not the only place. You can also try out content distribution platforms (aka, “content syndication platforms”) such as Hootsuite or LinkedIn’s Content Marketing platform, as well as social media platforms such as Twitter and Instagram.
By distributing your content to as many different platforms as possible, you give yourself greater chance of reaching your target audience. When someone sees your content on Twitter and remembers it a few weeks later, that’s invaluable traffic that you’ll get to convert into customers and leads.
Create Multiple Forms Of Content
If you’re serious about attracting potential customers to your product and then encouraging them to make a purchase, you’ll want to create multiple forms of content. This could include anything from video content to text-based content (i.e. blog posts).
Blogs are very easy to set up and can be used to distribute content on a regular basis. The great thing about blogs is that they’re very easy to update and allow you to add more content whenever you want. This can be a great way to keep your followers interested and engaged with your content.
Similarly, videos are valuable assets that can be used to promote your product or service in a variety of ways. Not only can you use videos to explain your product or service, but you can also utilize them to showcase the benefits of using your product or service. This kind of content can be immensely valuable especially if you’re looking for leads.
Since videos can be shared on many different platforms and attract different sorts of audiences, they’re a great tool for establishing yourself as an authority in your industry. This might mean creating how-to or explainer videos to help new users get the most out of your product or service, or maybe highlight the awesome features that set you apart from your competitors. Whatever it may be, develop a series of videos that answer common questions about your industry or topic of expertise.
With so much competition, it’s vital to find a way to stand out from the crowd. One way is to create high-quality content that will draw in more viewers and encourage them to take notice of your brand or product. Using the steps outlined above, you’ll be able to develop a solid content strategy and start seeing the benefits in no time!