There is no doubt that content marketing is essential to the success of a business in its online marketing efforts. The question is, what does an effective content marketing campaign look like? Here, experts in content marketing UK businesses trust weigh in on the important aspects of an effective campaign.
In order to craft a better campaign, it is essential to start off on the right foot. By that, it simply means defining what content marketing really is.
In essence, content marketing is the production, publishing and sharing of content, the end goal of which are to increase visibility and build the credibility of a brand.
One of the major hindrances faced by many businesses that embark on a content marketing campaign is the notion that the end goal of the endeavour is to simply earn good links. Indeed, a good campaign can do that. However, by focusing solely on earning links, the campaign will simply falter. The key thing to remember is to build your business’s reputation and increase its visibility first—earning good links will come soon after.
Another great way to put content marketing into a better perspective is to think of it as a means to build a solid relationship with your audience. How do you do that?
Your prospects in focus
Success in content marketing entails knowing where your prospects are and focusing your attention on those platforms.
Today, there are numerous platforms where you can publish content, including social media sites. One key mistake that you need to avoid is exhausting your time and effort trying to get on every social media platform available.
Instead of employing this approach, commit yourself to a few platforms where your prospects are. This offers a few advantages. For one, this will allow you to make efficient use of your time and effort. Furthermore, it gives your audience the opportunity to access your content anytime they need it, in the way they wish to consume it.
Promoting your content
Apart from building a strong social media presence, it is worthwhile to complement this with paid social media advertising which will allow you to widen your reach.
While your content helps build your social media presence, your social media presence allows you to get more mileage from your content through likes and shares.
Collaborate with your PR team
If your business has its own PR team, it would be beneficial to get its members onboard your content marketing campaign. After all, the goals of content and social media marketing and PR will overlap, especially in terms of increasing visibility and building credibility.
Additionally, working closely with your PR team will prevent conflicts in terms of relationships and outreach measures.
Not just your customers
Apart from building relationships with your customers, it would be beneficial for your business to reach out to media and influencers.
By reaching out and establishing relationships with members of the media, including bloggers, you can get more exposure—especially when they write about your business and publish your content.
Influencers, on the other hand, can help promote your business by sharing your content with their followers.
Remember that content marketing is about building relationships. It is not a tool that should be used to directly promote your products or services. Rather, it should be used to encourage dialogues and interactions between you and your audience. This often means finding platforms that can make your business more accessible, and reading and responding to comments.