One of the most exciting fields for startups right now is content marketing. This engaging way to spread the word about your business has continued to grow as different forms of content gain popularity. Though it all started with the typical blog, companies are now using various forms of content marketing like podcasts to drive more traffic.
This form of marketing is hard to master and with the dozens of verticals involved, it’s rare to come across a valid informational source. That is why Jason Quey started the Content Promotion Summit, an online event that is bringing together over 60 of the world’s best content marketers.
This free event that started July 25, was aimed at teaching the ins and outs of blogging, podcasts, public relations and more. If you’re looking to start with the basics, below are three keys to creating engaging content to get more customers:
1. Develop a strategy.
Every house needs a foundation. The same goes for your content marketing. Entrepreneurs creating a blog need to lay out a strategy that focuses on their goals.
As an example, Drift, a messaging app that helps you grow your business, utilizes their blog to create a voice around sales, marketing and customer acquisition. In under eight months, their blog has grown to over 30,000 monthly visitors without a budget, making their company a thought leader in messaging apps.
To develop your strategy, I suggest reading the Grow and Convert blog where Benji Hyam details the Google Suggested Search hack. This basically involves long tail search terms focused around how-to questions, comparisons and questions.
2. Gain credibility.
You have the right foundation for your content strategy. Now you will want to know how to create the content to execute on that strategy.
There are different ways to establish credibility and some ways are better than others. Getting press attention, interviewing influencers in your industry, blogging on other company blogs and answering questions online are all ways to gain credibility.
As an example, at my startup Sourcify where we help entrepreneurs find the right manufacturer in minutes, we like answering specific questions on Quora that address the pain point we are solving. This not only gets us traffic, but also boosts credibility as people upvote our answers.
3. Utilize social media.
Social media is one of the best ways to share your content. With that said, social media is all about engagement and far too many companies overlook this fact. Companies today post on social like they’re talking to a brick wall.
Hillel Fuld, one of the world’s top tech bloggers and co-founder of ZCast recently told me a story of when Gary Vaynerchuck explained the return on investment of social media. He described social media as being your mom. Mothers are always there to compliment their children and instill confidence. Social media is there to do the same for your customers.
Though content marketing may not show immediate results or returns, it is a must in today’s world of online marketing. By growing your blog or starting a podcast, you’ll see long term growth and gains that you wouldn’t have imagined possible. You could be invited to speak at major events or write for major publications, but if you don’t start now, who knows where your content could lead you.
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