Where do you go if you have a question? If you’re like me – 99% of the time, you google it. I’ve learned countless things on the internet: how to fix a leaky faucet, the best vacuum cleaner, and symptoms for illnesses, to name a few.
Whether you realize it or not, we all consume tons of content every single day. In fact, this article estimates that there are 5.6 billion Google searches per day.
So where does all of this content come from? Well, people create content. Businesses, associations, and individuals write articles on their areas of expertise, and this incredible access to information through the internet has changed the way that we live our lives.
At View Marketing & Creative, we’ve worked with a number of B2B clients to help them create, distribute, and promote content. We’ve also seen tremendous success with clients looking to increase their visibility of that content through Search Engine Optimization (SEO) as well as paid advertising. Along the way, we’ve learned a lot, and so we’re sharing three rules we live by when it comes to content creation.
When you’re first considering a content creation strategy, it’s critical to think about who your audience is so that you can effectively connect with them through your content. For example, a client of ours who is a medical SaaS company, was looking to connect with professionals in the medical field. A technical white paper that was distributed via marketing channels allowed them to share their expertise in a format that is credible and valued in the profession.
Another client of ours is a local photographer. She does lots of headshot photography and makes beautiful composite images that are popular for high school senior photos. For her audience, writing blog posts about her clients and sharing their session photos is highly beneficial. The seniors enjoy being tagged in blog posts when they are shared on social media, and that creates buzz around the photographer’s work and website.
You’ve heard it over and over again – consistency is so important. As your brand builds an audience, it’s crucial to build a schedule that they will grow to expect, which helps you build credibility and trust. For example, we ensure an association client of ours has consistent weekly email communications about events. Members know exactly when to expect information about a new event. Social media channels support these emails, reminding and building FOMO, while driving up attendance and membership.
Another client of ours delivers essential data daily for allergy and asthma management. The renowned allergy specialist ensures daily pollen and mold counts are available on the site we built to support this effort. We also consistently post this data once a day on their social channels. The posts serve to help patients manage their allergy triggers, while reminding followers daily that the office is there to help.
There’s no one size fits all strategy for any business or association. It takes time, patience, and practice to see what works. A plan that’s strategic, flexible, and alive allows you to keep optimizing, adjusting, measuring to find the right balance for your company. For example, a law firm client of ours has a YouTube channel and active blog that are both great sources of quality content for their audience. We’ve created an extensive plan to promote their content while continuously testing and monitoring the channels to find the most effective balance.
Creating content is just part of a larger marketing strategy to increase awareness, articulate your offerings, and inspire action. Are you getting the most out of your content creation efforts? We have a free guide to help you make sure you’re maximizing your created content. Download the worksheet now.
We love helping our clients with the entire process of content creation – from creating a plan to executing content to promoting your piece. Do you have a project in mind? We’d love to chat.
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