How To Use Content Marketing For Your Business
Over the past five or so years, content has become a powerful industry in it’s own right – providing a channel for businesses to extend their brand, collaborate with other companies and even drive revenue. But like many business booms and trends, is the hype real and worth your time? Well I’ve drummed up some advice from my six plus years in the field that may help you answer that question.
You Already Have Content
Believe it or not, but you already have so much content at your disposal – you’re probably just not looking in the right areas. If you’re reading this jump into your inbox or phone messages. Look at your emails and texts, there is so much content right there.
Look at an email chain between clients and yourself for example – you could pull so many different types of themes, pain points and ideas from there. Look at problems you’ve solved via text messages or use it as a starting point for content brainstorms. There’s a good chance that if you’ve provided a solution to someone for something, other people would love to read about it.
You Need Freemation
Freemation is a little term I came up with that stands for free information. In the digital age, having freemation on hand is absolutely imperative – especially when you’re thinking about content. What information, knowledge, tips are you prepared to give away for free? Think about information that is unique to you or your business, ideas and little gems that you can create content around. The reason you need this is because people will automatically be interested in content that will help better themselves or their business.
Forget About Your Product
Whatever your role is, Founder, marketing exec, BDM, sales – it’s normal to think that your product should be at forefront of your content marketing. But it really should be the opposite.
What you need to focus on creating first is a good narrative to your content. A good story that is the backbone, which has interesting, relevant info for your audience. One of my favourite examples of this is Mr Porter’s article with John Legend – an enthralling story, supported by their products subtly.
Make It Marketable
Now, once you’ve got your ideas sorted how do you make sure it’s marketable beyond your immediate Facebook friends? Say you’re a FinTech company and you’ve decided to write an article about the 5 Hottest Trends In FinTech This Year, think about how you can get shares. For example, you might feature other brands, influencers or organisations with big reach in that piece of content.
Then when it’s published, you flick a link over to someone at each of the brands you featured. Mention that you featured them in your content, and you’ll find it’s very likely they’ll give your content a share as well.
Collab, Collab, Collab!
Collaboration is a hugely untapped area for both big and small business around the world. So think about how you can collaborate with other companies and content brands to help create, grow and share your content. Sometimes you might pay for that content, sometimes you may even look at doing a mutual collaboration where you both lean on each other for a positive result.
For example, a musical instruments business may give a music publisher some instruments to do a giveaway on-site, in exchange for some content. The Netflix / Orange Is The New Black collab with the NY Times is one of my favourite paid, native pieces of content.