Content Marketing – the art of delivering timely, targeted, useful content to customers – is getting more attention these days. With consumers being inundated every minute by countless advertisements, emails, SMS alerts, and more, delivering valuable content is an excellent way to stand out and differentiate your brand. And by endearing customers to your brand, you boost brand loyalty and trust, and ultimately earn more conversions.
While most marketers are well aware of the benefits of content marketing, many feel overwhelmed by the sheer workload involved in producing so much content. After all, not only do you want your content to be timely and useful, but you also want it to be fresh.
Also, don’t forget that you need fresh content across all channels – websites, emails, Facebook, Twitter, blogs, events, and more.
It’s a good thing you have a full staff of dedicated content marketers… right?
In the real world, most marketers do not have staff members dedicated to producing content. So how can you get it all done? Here are some relatively painless ways to continually produce content that is fresh and relevant:
1. Reduce, Recycle, Reuse
“Go Green” with your content marketing! Reduce the amount of hours spent by recycling previous content and giving it a new spin, or just straight-out reusing it! If your content is still relevant to your customers, it’s worthy of reusing. You may consider it “old” because you are so close to your own content, but how many people actually read it the first time you published it? Or if they did, how many people remember it? Particularly if you give content a fresh spin, it’s absolutely fair game for recycling.
Here are few ideas for recycling or reusing content:
- Do you have great articles on your corporate website? Give them a slightly different spin and post them on your blog. Or great blog articles? Same idea – repurpose the same content for your website.
- Look to your Intranet, internal CRM system, and internal communications as a starting point for external marketing content. For example, perhaps you log customer issues and resolutions in your CRM system. These records can be written up as very helpful “How To” articles. Or perhaps your internal newsletter showcases employees who have been recognized for accomplishments. These recognitions may resonate with customers too; all it takes is a little re-writing.
- Do your company’s top executives make speeches or give presentations? These can be repurposed as phenomenal marketing content. Take a few key quotes from your CEO’s latest speech and create a “state of the industry” type of article.
- Events can be an excellent source of content. Trade shows, road shows, product showcases, and workplace events can tell interesting stories for your customers. Often, you can create this content with just a nice picture and a few lines of descriptive text.
- Customer reviews, whether in the form of online product reviews or emails from customers, are a great source of marketing content. After all, who knows your products or services better than your customers? Good reviews can spark articles on product features or benefits, and even negative reviews can inspire content. For example, you could write an “open letter” back to a customer who provided negative feedback. This demonstrates honesty to your customer base and also affords you an excellent opportunity to defend your product or service.
2. Make It Fun
Repurposing content is great, but repurposing content while making it fun is even better! In our short-attention-span society, you’ll get more buzz from content that is presented in a fun or easy-to-digest format. Quizzes, FAQs, Q&As, Top Ten Lists, etc. tend to get read or scanned more often than long, text-heavy articles.
Here are few ideas for making content fun:
- Perhaps you’ve published content on ideal uses for your service. Adapt that content by making it a Quiz! “How Do You Know if XYZ Service is Right for You? Take Our Quiz to Find Out?” Make your quiz online and interactive and you can also learn more about your customers and capture email addresses for future marketing.
- Consumers like to read content in easy-to-understand formats. To that end, repurposing content in FAQ, How To, or Do’s and Don’ts can be extremely effective.
- Have you received interesting responses on content that you have published in the past? Publicly responding to these comments can be a fantastic way to generate new content and endear consumers to your brand at the same time. It shows that you are listening to what your customers are saying, and gives you an opportunity to explain (and sell) your product or service.
- Did you know that YouTube content scores extremely high in organic search results? What’s more, it is often fun and interesting. If you have published YouTube videos for your company, consider republishing this content (even if it’s a little dated – as long as it’s still relevant) across your marketing channels.
3. Make It Relevant
To take your Content Marketing efforts to the next level, think about ways to generate content that is fresh and relevant to your customers as individuals. This would apply to direct marketing efforts such as email or direct mail.
Sending relevant content is not easy, but it’s also not as hard as some marketers perceive it to be. With even basic demographic information about your customers, you should be able to fairly easily segment your database in order to send more targeted messages.
Here are few ideas for making content more relevant:
- Can you segment your customer list by geography? If so, sending event alerts (for example, trade show announcements) to a geographically appropriate region is always a good idea. Or, perhaps certain product reviews resonate better with some geographies than others? Take advantage of this knowledge by sending targeted content to these regions.
- Can you segment your customers by previous purchases? If so, you can take some of your preexisting product content and send it to customers who are most likely to purchase that product based on the previous purchases. It’s even better if you can be very explicit in why you are sending the message. “You purchased ABC product so we thought you’d be interested in hearing about XYZ product.” This reassures customers that you know something about them and are not mass-blasting the message to everyone.
- Can you segment your customers by last date purchased? Armed with that information and knowing the standard life cycle of your product or service, you can automate a campaign that reminds customers to reorder around the time they should consider doing so. For example, if a manufacturer knows that their product lasts about nine months, an automated campaign can be set up to generate an email or direct mail to previous purchasers eight months after purchase. A follow-up reminder can even be sent a couple of weeks after that. Hitting customers with the right message at the right time can be extremely powerful – and drive outstanding ROI.
Content Marketing is very important and when approached the right way, it can be very manageable too. It just takes some dedication and, above all, creativity!
Need assistance with your content strategy, or with campaign automations? Precision Dialogue can help! Contact us at firstname.lastname@example.org or 887.332.9222.