Surely they’re three different disciplines, aren’t they?
If you believe that, you may be experiencing issues with all three.
Taking content marketing first, how did you get started with that? I’m guessing it was a blog.
When you started out online, everyone and their dog were telling you that you had to have a blog. So, never one to turn down advice, you set one up and started churning out articles.
Probably, after a month or so of regular posting, you found your ideas drying up. Not only that, but you realised no one was really engaging with you. Perhaps one or two comments were posted and one or two people shared the odd post, but there certainly wasn’t the flood you’d expected. Demoralised, you gave up.
The mistake you made was viewing your content marketing, social and SEO strategies as three separate entities. They’re not. They must all work together if they are to survive.
Three cornered marketing
Have you noticed that old school SEO is no longer effective? Gone are the days when SEO companies could achieve fantastic rankings by building a few links here and there. Today, SEO is content driven. It’s all about feeding Google the high quality content it craves.
In the same way, your social media strategy is nothing without great content. If you don’t have anything to share people aren’t going to follow or engage with you.
Planning your content
With high quality content being the driving force behind your marketing strategy, it’s essential you plan what you’re writing carefully.
As with your web copy, brochures and other marketing materials it’s important you understand the audience you are reaching out to and, most importantly, what problem they want solving.
Only then can you be sure your content will resonate with them and lead to the sharing, engagement and traffic generation you want.
Of course, there are millions of blog posts published every day, so yours has to stand out.
A great way to make sure yours is head and shoulders above everyone else’s is to search the keywords you want to write about and see what your competitors are saying about the subject. Then all you have to do is write something that’s better than theirs.
But I’m not just talking about churning out a flurry of 500 word articles. You must produce linkable assets; content that people will see as authoritative work, that they’ll share and talk about.
A great way to do this is to create something longer than the average post that also cites other relevant work within your niche. Not only will this enhance your readers’ experience, it will also boost its chances of being shared.
Well, take a note of all the experts and external material you’ve cited and email them (or contact via social media) to tell they you’ve included them in your piece, asking them to share it with their audiences.
Once published you’ve also got to do some promotion. Share it with your social audience through all the channels you use. Plus, if you’re part of any forums or groups (such as LinkedIn groups), push it out to them too.
It’s not enough just to write something, publish it and hope for the best. Your three-pronged content marketing strategy is something that must be worked at. If you want people to read what you’re putting out make sure it’s written well, it’s relevant to your audience and that you’ve done everything you can to encourage people to share it.
Only then will you have a strategy that drives your business forward.