But underneath that cliché is a real, hard truth: it’s up to you to tell your brand’s story, and doing so can have a major impact on your business.
But here’s the thing: nobody—nobody—is going to tell your story if you don’t.
We should know; we’ve helped guide our clients in telling their unique brand stories time and time again, and now we’re happy to show you how to do it too.
Take a look at our newest Content Marketing Case Study to see how we did it for our clients, and to learn what steps you can take to make the most of your content marketing in 2021.
Content Marketing Can Be Huge… If You Can Make It Happen
We know, we know… content marketing can be hard. The ROI isn’t always immediate, and the process itself can be challenging. But when it comes to making a real, long-term impact on your brand’s ability to excite and engage new (and existing) audiences, few efforts make more of an impact than a smart, strategic, and genuine content strategy.
The key word here is strategy. Your blog, video, podcast, or other content can be the very best the world has ever seen… but if you’re not planning for how, where, when, why, and who will be engaging with it, all that hard work may not actually take you very far.
When you’re making a content strategy for a brand, here are a few of the most important questions you should be asking:
- Who is our audience? What problems are they facing that our brand can solve?
- Why is our content worth our audiences’ time?
- Where and when are our audiences most likely to engage with our content?
- What kind of content (visual, audio, written, etc) is most likely to make an impact? What does that “impact” look like?
- Can we adapt a single piece of content for multiple formats & platforms?
Look, there’s a lot of content out there right now, and competition is only going to keep increasing as time goes on. Being able to see the full picture of your content strategy—from creation to distribution and analysis—is going to be critical to making your content stand out from the crowd.
“Content” Is So Much More Than Blogs (...But Blogs Are Still Great Too)
You might be surprised at how often we get the question, “Does anyone still even read blogs anymore?”
Honestly, it’s not a stupid question… it’s just not based on a ton of facts. Contrary to popular belief, attention spans are not really getting shorter, and thanks to the internet more people are reading more words than ever before. That means there’s actually a ton of opportunity still to be seized in the world of blogging, especially in long-form blog content.
But with so many platforms and points of connection available, blogging doesn’t have to be your only content channel. These days, content creators are surging in all sorts of areas, including:
- Audio (especially podcasting)
- Imagery & Infographics
- Social Media (gifs and memes are huge)
- Case Studies
- Gated Content
- User-Generated Content
Clearly, content marketers have a ton of options when it comes to pushing out content… but integrating each of these channels into your strategy can seem daunting. Fortunately, we’ve got a shortcut: repurposing content.
Make It Work Again, and Again, and Again...
Say, for instance, you’ve got a real banger of a blog post that’s lighting up your analytics. Why not make that great work go even further?
Here are 5 easy ways to repurpose your most popular content into new and engaging formats your audiences can discover in all sorts of places across the web:
- Narrate your best blog as a podcast (and add some visuals for a video too)
- Turn your listicle or case study into an infographic (perfect for Pinterest)
- Break up your blog’s best points into a Tweet thread (or go the other way around)
- Turn your blog into an engaging email with a clear CTA directing users to take action
- Ask users to respond to your blog, then publish their input
With just a little forethought built into your content strategy, you can leverage the hard work your content team is already putting into telling your brand story in so many ways. That could be the thing needed to give your content that second wind, even weeks after initial publication.
Don’t Sleep on Great Content. Get Publishing.
Whether you’re trying to get your brand in front of new audiences or to keep your current customers coming back for more, content marketing might just be the best way to show your brand still has new stories to tell and solutions to offer… but only if you put in the effort to make it happen.
That’s where we come in: our in-house content marketing team has been helping our clients share their story in a smart, strategic, and effective way for years. The results speak for themselves—but we’re happy to prove it anyway.
Take a look at our newest Content Marketing Case Study to see how we did it for our clients, and to learn what steps you can take to make the most of your content marketing in 2020. Then, when you’re ready to put pen to paper, we’ll be more than happy to swap stories and get you on the path to being your own greatest advocate.
- Conor Snell
- Social Media & Content Strategist