The internet is besieged with more than 211 million pieces of content every minute in the form of blogs, articles, social media posts and emails. Content creation is a relentless force to be reckoned with considering it’s a process that repeats itself 1,440 times a day, 7 days a week, 52 weeks out of the year. So, with 2 million blog posts pumped out onto the internet each day, how is a brand supposed to leverage a competitive edge?
Simple. Learn from what your competition does and doesn’t do well so that your brand can beat them at their own game. By following and analyzing your competition, you can determine how well their content is being received by the intended audience via social media posts, keyword rankings, blog performance and ad copy. Did a competitor recently lose a following on a social media channel after a poorly received post? These are observations to survey and digest because you don’t want your brand to make the same mistake.
Content marketing is particularly powerful because over time your brand can develop an authoritative voice within a given industry. Further, content marketing is necessary for almost every segment of a branding campaign, including SEO efforts, social media content, newsletters, website material, etc. All of this ties into creating your content marketing mix. Aside from any additional platforms your brand pays for, content creation is generally an inexpensive investment because it is so accessible.
With such an inundated network, it has become increasingly more difficult to cut through the noise. Before your brand can establish a voice, determine your content marketing strategy, which is separate but connected to your content strategy. Content marketing strategy refers to the overarching narrative your brand illustrates, focusing on strategies to engage your audience. Meanwhile, content strategy granularly delves into the specifics of what is created and how it’s published. An effective content strategy seeks to be informative, consistent, transparent, entertaining and channel specific.
Once your content marketing strategy is developed and refined, reiterate your brand’s goals and focus to your employees, ensuring all outputted messaging aligns with your business. Next, determine your content presentation methods and purpose based on what your audience values, documenting your content mix in an editorial calendar. Perhaps your content aims to entertain, ignite a conversation or just provide relevant information. Once your mix is established, present the information is a meaningful way. Presentation methods include:
- Verbal presentations
In terms of aesthetics, remember that you only have eight seconds to capture your readers’ attention, so make your headline and first sentence count. Plus, for SEO purposes, your headline should be resilient enough to catch your audience’s attention – think human-optimized headlines.
Whether you’re in the infancy stages of your content development or a marketing veteran, any brand has the ability to create engaging content. In a digital age that shares more than ever, your brand should capitalize on your audiences’ triggers, ultimately resulting in increased shares, conversions and engagement.