In our last blog, we walked you through day 3 of our 7-part blog series dedicated to teaching you how to build your content strategy in one week. We went over choosing an appropriate content management system, selecting your social media channels and management platform, and setting up your Google Analytics.
As a reminder, a healthy content strategy is all about preparing and planning for reliable and cost-effective resources that will help generate genuine interest in your brand and drive new leads. Developing consistent, evergreen material ensures you get to experience the 7.8x lead in unique site traffic that other content generators see. You have the opportunity to blaze the trail and act as an industry voice through bold, meaningful content.
Moving to Day 4 will involve us getting our hands dirty as we audit what’s in our repertoire, decide which types of content you’ll be using, which channels that content will filter through, and then brainstorm some fresh ideas.
Running an audit of what you currently have on hand is an excellent start to understanding which content can be reused, which content is missing, and which content needs to be retired.
There are all kinds of great options out there for content you can create. Here are the most popular formats marketers are using.
What are blogs? News Flash: You’re reading one. Blog posts live on websites and should be published regularly to keep up new interest. Posts should provide audience segments with valuable information, inclining them to share often.
Webinars are live, interactive, web-based videos (much like Skype). Professionals use webinars to give educational presentations related to their businesses or industry. Many hosts treat webinar presentations as lectures or seminars to educate end-users and act as a subtle tool for selling. Webinars allow for some helpful elements like display slides, video streaming, talking directly to audiences, editing and making live annotations, chatting, conducting surveys, and recording for others to re-watch.
Photography has the power to stand alone. As the saying goes, “A picture is worth a thousand words.” Imagine the impact you’ll make with professional photography as a partner to your blogs, webinars, social media, etc. Photography also supports your most basic marketing efforts like brochures, business cards, or print catalogues.
Videos offer highly engaging content that can be shared via social media platforms and websites alike. Videos require a big time and resource investment, but are 40 times more likely to get shared than other types of content. This content is best used for how-to videos or product/service demonstrations.
Ebooks are lengthy, well-researched documents. They’re typically more in-depth, require more time and are published less frequently. Ebooks, however, are a great next step in the inbound marketing process because they allow you to offer hungry readers more information. Calls-to-action direct people to a landing page where they can submit their contact information and download an ebook/whitepaper to learn more.
Case studies highlight success stories from your happy customers. These are testimonials that prove your claims and amplify individuals that trust your business. Case studies should be released regularly as interested buyers are always looking for recent experiences.
Infographics are a fun and visually appealing way to share information. It takes someone with graphic ability to design them, but can be excellent options for visual learners. It works well when you have lots of statistics or comparison that would be be laid out through imagery.
Podcasts act a lot like radio shows, but are segmented in episodes. This format allows audiences to listen and learn whenever and wherever they like. Consider hosting leaders in your industry for interviews or select relevant topics to discuss so that your audiences learn to see you as the trusted voice. They are also a popular content channel with nearly one-third of the US listening in 2018. Here at Keyhole, we have our podcast, Metaphorically Speaking, focused on addressing the elements behind marketing and learning about the people and world in which we serve.
Social media allows you to gain greater reach and post the same content in varying formats. Posting to social media is all about getting the message in front of people in small bites so that they’ll be enticed to click to learn more.
In our last blog, we explored the mediums and social channels through which this content could be shared. After auditing your current content and selecting types of content, it’s time to decide which mediums this content should filter through.
With what you have, take a look at the options above and pair up which elements will go to which channels. One column should list out your current inventory and the other column should list out the mediums you’ll use to communicate. Pair everything up and look for areas that need improvement. Maybe you have a ton of material for regular blogging but nothing for video. Or maybe you have an endless amount of service pictures, but no how-to steps. Mark the gap areas or types of content you’d like to use.
Brainstorming new ideas for your future content requires understanding, creativity, and time. Have your team exercise these steps to get started:
Content creation can often feel overwhelming and a bit daunting. By performing an audit, understanding types of content that could be used, and brainstorming fresh ideas, the content generation becomes much more manageable. Soon, you’ll make sense of all your new content and organize it into a detailed calendar.
Stay tuned for our next blog where we will switch gears to focus on your content keywords and robust language.