Utilizing Content Marketing to Vamp Up Your Human Resources Department

As content marketers, we tend to focus more on capturing the lead or potential client but forget about a crucial audience: prospective employees. In human resources, capturing a new employee is equivalent to capturing a lead. We all know from being incessantly pestered by recruiters that the push method for human resources isn’t the best. Content marketing presents an opportunity for business cultures to shine and to pull potential employees to you. The point, after all, is to use content marketing for client growth, so why not use it for internal growth so you aren’t struggling to fill those shoes once a new client is signed? Here we share a few tips for successfully pulling potential recruits to your open positions!

Work with Current Employees & Be Creative

What’s going to entice a potential employee more: an obscure job description with a list of requirements or a blog about a day in the life of someone already in the position? Work with current employees to flesh out interesting and relevant content for future employees. Create content that contains interesting pieces such as employee interviews, day-in-the-life pieces, or a video showing some fun aspects of the position that they will get to partake in.

In addition to having employees involved in the creation of content, make sure a wide array of content is available. Perhaps incorporate an infographic highlighting the top reasons to work for your company, a video interview with an employee, or an engaging quiz to see which position would work best with that person’s skill set.

Showcase Company Culture on Social Media

Social media is a great place to showcase your unique company culture for potential employees. Share videos, photos, and events your company is attending. Hootsuite does an amazing job at this and even created a company-wide hashtag called #HootsuiteLife. They go a step further by setting up their employees as digital influencers in their respective areas of expertise, increasing the number of people who would want to work for such influential people and an influential company.

Distribute Your Content on the Appropriate Channels

In addition to creating content that draws recruits your way, make sure you distribute that content correctly. Ask yourself: “is my social media starting to look like a Monster job page?” If the answer is yes, consider re-evaluating your strategy. Consider using different platforms for different content. Share job postings on industry or job specific LinkedIn groups to target specific individuals with certain skills and interest. For the rest of your social media, write content that will appeal to the individuals you would like to hire. For example, Lyft wanted to spread the word about a Driver Appreciation Day initiative where they were matching tips for drivers up to $20! That would incentivise anyone to want to work for them over their competitors. They also created a specific page on their website to share content with potential employees, so don’t limit your content distribution to only social media.

If your human resources department needs some help updating to the digital age, try utilizing content marketing. This not only draws potential employees to you but keeps employees engaged with the company culture!

Contact Us Today to Learn How We Can Generate Content for Your HR Department

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Six Ways to Leverage User-Generated Content

Believe it or not, there is potential for businesses to harness preexisting-created content without actually creating it themselves. This is called user-generated content (UGC). Any content created by unpaid contributors or fans can be classified as user generated content. This can range from videos, photos, reviews, blogs, and more and can be integrated into your current content marketing strategy.

User-generated content is nothing new, but many businesses and organizations still haven’t embraced it. An early example of UGC is Burberry’s Art of the Trench campaign. The Coca-Cola Share a Coke campaign is probably one that most of us are familiar with. In fact, there are over half a million photos on Instagram that bare the #ShareACoke hashtag. If the big brands aren’t proof enough that UGC works, consider this; according to Bazaarvoice and the Center for Generational Kinetics, “84% of millennials report that UGC from strangers has at least some influence on what they buy.” Brands are changing the content marketing game by harnessing the capability of user-generated content. So, how can you utilize UGC? Here are a few tips.

1. Use genuine reviews on your website.  If your target audience is looking for a product or service and comes across your website, it is likely that a review from an unbiased source will appear more credible than praise that you provide yourself. If you can identify and show that experienced consumers choose your brand, you’ll likely drive conversions. One surprising statistic from the same Center for Generational Kinetics study is that, “44% of millennials trust experienced consumers over friends and family.” Additionally, 31% of boomers feel the same.

2. Ask permission to share UGC on your social media channels.  When managing your online presence, creating unique content is half the battle. A great way to use UGC is on social media. Ask your fan’s permission and share photos, videos, or more. Some social media channels, like Instagram, require you to get a separate app to share UGC. In the same breath, encourage your social media fans to engage with your brand and share UGC by designating appropriate hashtags.

3. Use social listening to determine what your customers like, dislike, and what is trending. User generated content gives marketers much more information than we’ve ever had before. Do you want to know how fans feel about a new product? You can find out. Would you like to determine which acts to host at your event center? Use a twitter poll. There are so many ways to conduct research online with social listening tools. This is a huge knowledge mine for brands.

4. Create a content hub that showcases all your supporters. If you have fans that are already engaging with you, use their content to feed a content hub and share their messages. This helps your content hub, as well as your brand, appear authentic and transparent. It also means that your website will have a constant stream of unique content and supporters can share their own unique perspective.

5. Use UGC to promote events. If your brand hosts an annual event, user-generated content is perfect to use as promotional material. Again, it is important to ask permission before using content. UGC likely communicates the true vibe and caliber of an event from the attendee’s perspective. That is invaluable to potential attendees who are considering an event the following year.

6. Encourage your employees to create UGC to showcase your company culture. UGC, or in this case, employee-generated content, is valuable when aiming to showcase your brand’s culture and boost recruitment efforts. Hootsuite, for example, has a strong #HootsuiteLife campaign which tons of their employees use. Potential employees can see the office day-to-day from the lens of actual employees, not a stuffy recruitment website.

 


UGC possibilities extend far beyond these six suggestions. Content format is always changing, so the possibilities are as well. If you are looking to spice up your content marketing strategy, consider adding user-generated content to the mix.

For more information about content marketing, UGC, or content hubs, contact the Contentinators® today.

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Content Hubs: The Future of Content in 2017

It’s no surprise that content marketing is constantly changing and evolving. Through all the changes, new best practices and innovative strategies are always being discovered. The content marketers at The Contentinators® believe that content hubs will be the future of content in 2017. These hubs put content in a central location, making them ultimate resources. Content hubs offer a variety of benefits and can exist in many formats.

What is a Content Hub?

A content hub creates a one-stop shop for consumers by establishing one web page that hosts a variety of pieces of content. Hubs centralize all the valuable content, create content context, and build a unique user experience.

A great example of a strong content hub is Pepsi Pulse. Over time, Pepsi has established its brand as part of pop culture. The Pepsi Pulse content hub shares pop culture stories about entertainers and information about popular sports. The hub also includes information about Pepsi that fits naturally within the context. They ask fun questions and share various social media posts from Pepsi and their fans. The hub includes text articles, photos, and a connection to YouTube. The content is rich and serves as an excellent pop culture reference for younger users.

One of the main goals of content marketing is to provide valuable information to consumers who are looking for it. Content hubs do this, but they fully establish themselves as a reference consumers can return to. That’s why content hubs, versus content landing pages, result in a higher percentage of returning users.

What Can Be Included?

The kind of content that can be included within a hub is always expanding. Articles, photos, videos, gifs, infographics, music, podcasts, webinars, and social media streams are just the beginning. The kind of content a hub should contain depends on each individual brand and industry. For example, a professionally branded B2B business will likely feature more conservative kinds of content, like articles, videos, and photos, and less non-traditional content, like gifs. There is no one-size-fits-all content prescription. In a content hub, brands can also include curated content from other sources. User generated and guest post content is a more humanistic element to include in a content hub.

Benefits

There are many benefits to hosting a content hub.

  • Centralize Content - Centralizing content will help brands establish themselves as a source that is worth returning to time after time because everything the consumer is looking for is already right there. Navigating centralized content is easier and more interesting.
  • Establish Credibility - With a hub, brands can provide context to go along with content. Hub creators can add third party content and truly establish a brand as an expert by offering many solutions or answers. Content hubs are unique and that will likely be appreciated by a brand’s audience.
  • Increase Conversions - When users find value in a content hub, they will invest more of their time. Content hubs can engage users and lead to more reading, sharing, and form-completing. Ultimately, more users will be converting.

Content hubs are an exciting execution of content marketing. The possibilities, as well as the potential, are endless. Are you interested in establishing a content hub in 2017?

Contact the content marketing experts at The Contentinators® to get started.

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5 Ways to Keep Guests Coming Back to Your Hotel With Social Media and Content Marketing.

A happy guests is probably one of the most valuable “marketing tools” that any hotel can have to keep returning and new guests coming. Happy guests increase the chances of returning visitors, which is pretty much the dream of any reputable hotel with excellent customer service. However, nowadays, when it comes to customer service, it’s very important to keep the same level of happiness offline as well as online in order to keep your guests coming back. You can likely accomplish this through the implementation of a unique social media and content marketing strategy.

With travelers looking for hotels and planning their trips throughout different micro-moments (see image below), your hotel can only be relevant and useful if it shows up at the right time with a valuable answer for the guest’s needs.

Considering the thousands of hotels available for your current and potential guests to choose from; your hotel will need more than a beautiful property to stand out from its main competitors to win those travelers micro-moments and keep guests coming back. With this in mind, our content marketing team has compiled five great content and social media strategies to keep your hotel in the top-of-mind of your guests and make them choose you again!

  1. Show Off Your Hotel’s Key Highlights: Posting pictures of the main highlights of your hotel on your different social media platforms, whether it’s a picture or video of your property's beautiful surroundings, the huge pirate pool, or the Jacuzzi in the rooms, will work to bring back all the amazing memories that guests keep from their previous experience. This ignites the I-want-to-go-back feeling in them.
  2. Respond To Your Guests: As important as it is to answer your guest’s phone calls and offline inquiries, when a guest takes the time to go online and leave a comment, whether if it’s positive or negative, you should address it. Replying to your guests online and thoroughly monitoring all the online mentions to be able to react to any potential issue or trend will be key to keeping your returning guests coming back. The evil is in the details, and paying attention to all the comments will ensure that your hotel knows how to take care of its current and potentials guests and make them feel special. Remember that even a simple retweet or “thank you” can make your guests smile!
  3. Post Engaging Content: This is getting back to the first graphic where we talked about the traveler’s micro-moments. Generating valuable content that serves the different phases of the guest’s micro-moments will assure that your hotel is working as a valuable tool for your guests when planning their vacation. Learn more tips on how to tell your hotel’s story through content marketing.
  4. Encourage Guest Reviews: Word of mouth is one of the most effective marketing tools in the hospitality industry. Nowadays, with 61% travelers trusting online reviews to book a hotel, it’s crucial that your hotel has a significant amount of positive and user generated content to keep returning and new guests coming. Online platforms like Yelp, TripAdvisor, and Google are some of the most common ones that your guests will consider when choosing their next home away from home. Facilitating the access to any of these sources on your website will make it easier for your guests when looking for reviews, and it will make your hotel look transparent. Once the guest has left your property, sending an email using TripAdvisor Express will increase the chances that your guests leave you a review. Always encourage your guests to leave reviews once they’ve exited your property. Typically these review sites will track your IP address which could turn into an issue since leaving lots of reviews from the same computer can be penalized.
  5. Run Contests: Returning guests will typically follow some of your main social media platforms to keep an eye on your updates, maybe special discounts, and why not online contests! Contests are a great and fun way to engage with your social media users. One simple and effective type of contest could consist of a picture contest. For our purpose of keeping returning guests coming, one effective way of making this happen is to ask your guests to upload a picture of an epic moment during their stay in the hotel, and let users vote for their favorite one for a chance to win two nights at your property.

Keeping your guests entertained and providing them with useful and remarkable content throughout the year is a guarantee of success for any hotel looking to retain their guests and keep them coming back. A well-planned content marketing and social media strategy can certainly make this happen. If you are ready to take the next step in your hospitality digital marketing strategy, start implementing some of these actions or let us know if you need help. At The Contentinators, we have over 250 content creators dedicated to creating rich content that provides an amazing online experience for your guests.

Feel free to drop us a line to chat with one of our content marketing experts today!

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How Content Marketing Influences Donors

It’s that time of year again! The Holidays bring on a spirit of joy, love, and most importantly for nonprofits, the want to give to others. The trick is how to capitalize on the giving season in a tactful way. Content marketing gives nonprofits the ability to tell their story and give others a reason to care about what they stand for. In February of 2016, a survey was conducted by the nonprofit software companies Abila and Finn Partners to determine what enticed donors to give to a particular cause. Seventy-two percent said poor content would deter them from wanting to give to a particular cause. What does this mean for you? This means you must feed the donors with the information they want or suffer missing out on a large portion of donations.

Emails are still one of the main ways nonprofits send out their content to reach donors. But what type of content should be within the emails? Try to incorporate a mixture of content, from short video clips, photos, and two to three paragraph articles for donors to review. Before creating the content, create a donor profile where you outline what a typical donor looks like for your organization and what type of content would be of interest to them. When content is too vague or isn’t seen as valuable to a donor, that may push them to send their pocket change to another organization. Also, make emails frequent, but not annoying. Try sticking to once per week.

Social media content is growing for nonprofits with over 92% taking to social media to gain more awareness and followers. There are tons of opportunity for different types of content on social media. You can use videos from events, photos of individuals being helped by your organization, and tell the stories of those who have benefitted from your service. Also, mention the donors who have contributed to your nonprofit to acknowledge their generous donation and encourage others to want to be featured as well.

Create a content hub on your website where blogs can be readily available for your donors to read. Find information that not only touches your donors, but those who would be seeking your help. Donors want to see who they are helping and know how they helped them, so use your blog as an opportunity to share stories! Try to keep the stories short and sweet for a more impactful reader experience. Also, you can share the troubling stats and the reasoning that proves your nonprofit is necessary to help others.

By creating a meaningful donor-centric content marketing strategy, your nonprofit will have a winning strategy to capture more funds to help others! Treat your donors like friends who you want to share stories with, and they will want to continue donating to your cause. Take advantage of the giving season with amazing content. For help with creating donor-centric content that entices people to donate to your cause, visit our website or give us a call at 866-471-4748.

 

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Content Marketing Predictions for 2017

We have a new year on the horizon, and it’s time to make sure that our digital marketing strategy is ahead of the curve. Content marketing continues to make headway as one of the biggest drivers of traffic in the digital marketing space, and it will continue to lead the path for digital visibility for organizations and business owners alike. You need to make sure that you are prepared for what’s ahead, and that’s why the superheroes of The Contentinators® are making some bold content marketing predictions for 2017.

Outsourcing & Automation

Marketing directors and managers are going to find that their time is best spent overseeing and generating strategy, creating outreach initiatives, and researching their target market to ensure they are on the cutting edge of marketing. Content creation is daunting, but necessary, which means that these marketing managers are going to have to find ways to be more efficient, and this will include automation and outsourcing content generation and deployment. More and more marketing departments will be outsourcing content creation to agencies for cost and time efficiency, and then adopting automation technologies to deploy that content in order to free up their valuable time.

B2B Influencer Marketing

B2B organizations will finally start to adopt influencer marketing tactics like LinkedIn thought leadership, social media influence, and content marketing tactics. By attaching a credible name to their content will help extend the influence of the brand, as it’s more recognizable and trustworthy. In addition to that, these organizations will also learn how valuable their employees’ thought leadership can be. If you’re a B2B company, encourage your employees to become brand advocates online within their social media presence.

Native Advertising

Native advertising will continue to be a content marketing strategy that will be a strong generator of ROI. Content creation is very important, but it’s the content promotion that requires a special skillset. You need to know where your audience is hanging out online and how you can reach them on those particular platforms. Social media websites are starting to resemble content aggregation platforms, and other websites like BuzzFeed and Reddit, are becoming where many people are getting their news.

ROI & Measurement

Many organizations have a sound strategy for content marketing, and while it could be generating an ROI, they are unaware that they can even measure the return on their content. While content itself many not directly generate a return, it’s still important to measure the value your content brings in engaged and new users to your website, that combined with some conversion optimization, could turn into a huge generation of leads for your organization. If you don’t have a successful strategy that is largely data-driven to measure the success of your efforts, what’s it all for? If you measure success on how much you think your phone rings or how many leads you get in a week overall, then you’re focusing on the wrong thing. How much is a lead worth to you? How much are you investing? Is it enough to generate a profitable cost per lead? Do the math.

All in all, we are looking forward to 2017 and the content marketing strategies it will bring. By executing these strategies, our superheroes from The Contentinators® cannot wait to see our customers grow even more in the new year. If you’re in dire need of content, strategy, or direction, make sure to contact The Contentinators® below to get your business on track.

Tell Your Nonprofit Story Through Content Marketing

Believe it or not, 2017 is lingering on the horizon, but the giving season has already arrived. As a nonprofit, you know that finishing 2016 strong is paramount to set up your organization for success in the new year. A strategic content marketing plan will help your story reach the eyes of potential donors. The Contentinators®, an expert content marketing agency, have a few tips to help your nonprofit prepare your content marketing process for the coming months and 2017.

Realize Your Story

If your content can tell a remarkable story, it can cut through the clutter. When it comes to telling a story, nonprofits generally have an advantage over other businesses. Many nonprofits have unique, engaging stories that can touch the hearts, and hopefully the wallets, of the public. In order to create a content marketing strategy for the giving season and beyond, your nonprofit has to determine what that story is. Does your organization provide resources or mentorship to youth? Maybe your story highlights the impact of your program on individual participants. Does your nonprofit work to save animals? Maybe your story is about the number of animals you have rescued in just one year. Figure out what makes your nonprofit extraordinary and tell that story.

Develop an Actual Strategy

Once you’ve figured out the meat and potatoes of your content marketing strategy, that is, the actual story you are going to tell, it is just as important to create the rest of the strategy, and make sure your whole team is on the same page. Think about who is going to create the content, how much content will be created, where content will be distributed, and how content will be evaluated. Getting your content marketing strategy down on paper will allow you to reference it throughout 2017.

Amplify Your Story Through Multiple Channels

According to the Content Marketing Institute, average nonprofit professionals are distributing their content on 11 different channels. When competing for donations, especially on occasions like Giving Tuesday, your nonprofit’s lack of visibility on the important platforms could cost you. Depending on your organization's target audience, determine which platforms might work best, and amplify your story by taking advantage of each channel. As of now, most nonprofits are using content on social media, in eNewsletters, at in-person events, and on their website.

Report and Analyze

The Content Marketing Institute has found that the number one challenge that nonprofit content marketers face is measuring content effectiveness. It is essential that your nonprofit determines the best way to evaluate the success of content. Evaluating content depends fully on your organization’s goals. If your goal is awareness, metrics like impressions, reach, and mentions will be important. On the other hand, if donations are your goal, conversion rates and actual actions will be relevant. No matter what your goal is, determine which metrics you are going to use to evaluate and analyze your content’s effectiveness.
 

According to the Content Marketing Institute, measuring content effectiveness, producing engaging content, producing content consistently, and measuring ROI of content marketing are four of most prevalent challenges nonprofit marketers face. The Contentinators are experts at each of these aspects. When you work with The Contentinators, you receive strategy-driven, SEO-friendly content that readers are actually interested in every month. Dominate the giving season and start 2017 off strong by establishing a partnership with The Contentinators®.

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Put a Human Face To Your Healthcare Organization

Healthcare organizations often, just by their very nature, can feel antiseptic and emotionally cold. They are also generally housed, from a patient perspective, in large multi-faceted facilities where individual needs can feel lost in a general commotion. And even in smaller practices, healthcare can take on a factory feel if the proper personalized care isn’t taken: procedures ranging from the front desk to the waiting room, simple uniform pre-checks and even the soft mediocre music in a patient’s waiting room can lead to a sterile uniformity that makes the entire experience seem impersonal and distant. But content marketing can change that.

Healthcare organizations can change the impersonal perception before a potential patient or client even walks in the door with distinct and humanized content marketing. There’s no reason to think of the public’s experience with a healthcare organization as something so vastly different than their interactions with any other commercial enterprise (even though it very well may be). An attempt to put a human face on your organization, both with the patients you commonly see and the doctors, nurses, janitors, and front services personnel they will commonly come into contact with, should be put at a premium.

Here are some quick-fire thoughts on how this can be accomplished, early and often, with careful and consistent marketing:

  • Show what you have to offer: Modern online content marketing allows you to show your healthcare organization at its finest and in a myriad of forms. Offering videos and pictures of patient facilities allows a comfort and upfront knowledge of what to expect. This can extend out to the community you are established in at large as well: show off charity events you may take a part in, causes your organization feels strongly about and your associates being active in their daily local lives.
  • Highlight positive experiences: Patients, as well as their caregivers, are always thrilled by positive or emotionally transformational experiences under terrific healthcare. Always remember to put this face of your organization facing forward on as many platforms as you can.
  • Follow Up: From the youngest patients to the oldest, in a modern world everyone has connections online. Your organization can be part of this interactive experience, and connections, when done right (even in a minor way), help to make your healthcare company more familiar and personable.

This is but a quick overview of some ways that content marketing can add and expand to the community your healthcare organization serves both nationally and locally. A well-executed campaign, as well as just being aware of your need for a more personable level of interaction, can go a long towards enhancing your organization's standing.

Create a Human-Driven Content Marketing Campaign Today with The Contentinators®

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4 Ways to Amp Up Higher Education Content Marketing

 

Compared to other industries and organizations, colleges and universities easily have some of the most diverse target audiences. Establishments of higher education are likely trying to reach potential undergraduate students, parents of potential students, potential graduate students, potential transfer students, current students, alumni, and stakeholders or donors. Each audience requires different channels; alumni are on LinkedIn, potential students are on Instagram (and many more social networks), and parents of potential students might be reached by direct mail. There is only one thing that remains consistently successful among all target audiences: quality content. At the Contentinators®, an expert content marketing agency, we realize there is more to good content marketing than just well-written articles. Here are four ways to amp up your content marketing efforts.

Consider Your Chosen Channel

Marshall McLuhan nailed it on the head when he proclaimed, “the medium is the message.” The channels you choose to broadcast your content on are actually saying something to your audience. Good content isn’t just good writing. Are you trying to reach potential students? Use a young and fun channel like Buzzfeed. Loras College, a small, liberal arts college in the Midwest, created this quirky quiz that determines what kind of Duhawk you are. It spread quickly on social media, and before Loras knew it, students’ friends all across the United States were trying to figure out what kind of Duhawk they are, not to mention what a Duhawk even is. Potential Duhawks saw that Loras College was fun and trendy. Trying to reach alumni? Easily find them on LinkedIn. Trying to elicit donations? Try creating a presentation on SlideShare, home to 60 million monthly visitors.

People are Consuming 100,000 Words per Day

Stop writing so many words. Don’t get us wrong; blogs and written content are invaluable, but if you really want to stand out, produce something remarkable! Break through the 100K of clutter with something visual. Infographics, animated video, webinars, and interactive content can bring your words to life and address questions that people are searching for answers to. Check out Pepperdine’s docuseries, Rising Tide. This docuseries communicated more about student experience than a widely targeted blog ever will.

Crowdsourcing is Your Friend

The rise of social media, especially among young people, has resulted in an abundance of new content and content creation potential. Some of the best higher education campaigns have resulted from crowdsourcing content that truly represents the spirit of an institution. Gone are the days of stiff stock photos. Potential students are trying to understand your institution through the lens of a student, so show it to them that way. Use the Repost app for Instagram to share photos (with the user’s permission, of course) and host student “take-overs” of Snapchat. Utilize user-generated content from a variety of channels to create content that is truly representative of your school’s spirit. Check out the University of Roehampton website and Instagram to see some awesome examples.

Some of the Best Content Addresses Questions Already Being Asked

Oftentimes, the best content is high quality and answers questions that are already being asked. That is how the majority of content is found. For example, FAFSA is searched for between one to 10 million times per month on Google. Parents and students want to know what it is, how to fill it out, when it’s due, and how much financial aid to expect. Give them answers and introduce them to your college or university at the same time. Are your donors wondering where their money is going? Create an infographic to show them. Are your transfers trying to see which of their credits will transfer? Create a guide that will show them. Find the questions and provide the answers.

As content marketing experts, The Contentinators® know that great content is more than just the piece of content itself. The higher education landscape is constantly changing and evolving and requires an individualized and unique strategy. Simply producing good content is no longer good enough.

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Make Them Come To You.

7 Ways To Make Your Content Educate, Entertain & Enlighten.

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. - Seth Godin, The Purple Cow

On the Internet, you’re either remarkable or invisible. Does your business have a remarkable story to tell? How will you stand out from the ever-growing crowd online? Do you want to get your business found in the search engines? Do you want to engage and connect with prospects in a VERY real way? Are you curious about how social media can provide a ROI for your business? Enter content marketing. The basic premise: people don’t want to be sold to.

Content marketing is simply the art of creating rich, engaging, shareable, digital ‘stuff’ that connects with your prospects, educates them, entertains them and engages them, and then getting that content found in the right place, at the right time, with the right message. They use Google to find the stuff that they want, when they want it and how they want. If you want to win in 2016, you need to be creating amazing digital stuff that connects.

Some Content Marketing Best Practices:

Know / Define Your Audience.
One of the biggest mistakes I see companies make is this: they write / create content as if it were for them, NOT their target prospects. Granted, you know your business better than anyone, BUT, your prospects may not have a clue OR a care about how you make the ‘sausage’. They are looking for information that’s geared and catered to them. Once you define your audience, you can generate content that is geared for THEM.

Create an Editorial Calendar.
An editorial calendar is simply a plan of attack for a period of time (a month, a quarter, a year). Which content are you going to create / have created when? You know your sales cycle, so it’s wise to create a corresponding calendar of content that helps to reinforce your sales cycle. Think about what your consumers need / want during which fiscal quarter, and craft your content creation and delivery around their needs.

Create Content In Multiple Formats.
Blogs are great and are amazing fuel for search engines, but images, graphics, infographics and videos can be easily shared across social media channels. Be sure to create a comprehensive content plan that involves multiple species of content, and constantly seek ways to grab the attention of your audience while staying on brand. For example, infographics provide an excellent way to educate your clients about your process in an easily shareable format. Be creative and make certain that your graphics are professional and crisp.

Hire A Professional.
Not everyone can write. Not everyone is an artist. Not everyone can create an animated video. Content marketing, if done poorly, can actually push people away from your brand rather than attract them to it. Be certain that you have resources available to you to create rich, professional and STRATEGIC content. With content marketing, it doesn’t pay to be cheap.

Share and Share Alike.
Creating amazing, remarkable content is just the beginning. Once it’s been created, it needs to get found in the right place, at the right time, and by the right people. Sharing your content across multiple, relevant and appropriate social media channels can help to get your content seen quickly AND get Google and other search engines to pay attention to it. The name of the game: get your content seen by as many influencers as you can. If people love what you are creating, they will share it. They will comment on it. They will begin to trust your expertise as a brand, and potentially, buy from you.

Don’t SELL.
Content that is full of sales speak will fail. People do not want to be sold to online. They don’t have to be. Create your content with the purpose of educating, entertaining, enlightening, improving customer service, spreading good cheer, etc., and you’ll win.

Rinse & Repeat.
The Internet never sleeps. Each minute, millions of new articles, graphics, videos, and websites are being created, so don’t give up. If you build a solid, consistent content marketing machine, you’ll go far, but it’s important to not give up when you don’t get instant gratification.

For more content marketing tips to help grow your online presence, be sure to visit http://thecontentinators.com.