The ultimate content strategy – get your content read and seen
Content is king. The old phrase goes, and it’s still as relevant now than ever, but in a saturated online world of content overload how can we best get valuable content in front of our audience? And better yet, how do we get them to engage with it?
We don’t’ proclaim to hold the ultimate answer but we can share a great (proven) approach to getting great content created and amplified throughout your channels using promotional bitesize messaging.
Firstly, once you have an idea on a topic you need to ask three questions before actually even proceeding, if it doesn’t answer all three then rethink the topic:
3 questions to ask for every piece of content:
1. Do we have expertise to deliver a service on the back of it?
2. Do we have an expert who can (and is willing) to share their expertise on the topic?
3. Are our clients & target clients actually interested in this topic?
The website must be at the center of your online strategy
Next step is to create a short (no one has time for anything longer than 1 A4 page size) article to create a website page for. This is essentially the content article, but it needs to be as a website page, why?
1. Gives you a central point where you can easily analyse and measure results (can’t do that with a pdf!).
2. Your website should always be your online hub, direct people to here, this is where all your client facing information lives and you should be driving traffic to your site!
3. Better for SEO, and ultimately getting your website to rank higher.
Once your article is on the website, create tracking URLs (use Google’s URL campaign builder) for each channel (email, social – Twitter/ LinkedIn, etc.) and then it’s onto creating promotional content which will include the tracked URLs directing back to the website.
Promoting your web article
Email: Create a short summary highlighting the article and why your audience should read it, this needs to be enticing – click bait style subject title and heading which really converts the user into taking an action and clicking through to your site.
Social media: Now take a look at your piece of content and identify all the bitesize highlights/ key points within it. Once you’ve got this list, create various content pieces such as video, visual posts and infographics etc. as separate social posts. All pointing back to the original article.
Hard copy: You can even print of assets to use at events and meetings with the website’s url (think QR code etc.) Be sure to connect your online and offline facing materials!
Bringing it all together
The idea behind this approach is that your website article is the centre and every promotional message is pulling traffic into it. It’s SEO focused, multi-channel and using dynamic social posts can be highly visual. It also allows you to analyse every message and channel to help shape your ongoing approach to reap the best results.