Content Marketing Blog mint

Content Marketing Blog

Content Creation Does Not Complete Content Marketing

All too frequently in the world of digital marketing, we hear so much about content marketing and yet the actual article, presentation, white paper, blog post or Tweet is actually about content creation. Or worse, we hear only about content creation and little to assist with the marketing and distribution of this great content to an appreciative audience.

There is a chasm between creation and reaching your audience, bridged by marketing, to achieve wide-scale distribution of that fabulous content you created. It is simply not realistic to expect that you can write it and hordes will flock to your masterpiece to ooh and ah at your insights!

The skills required to write, film, sketch, photograph, present or design excellent content are far removed from those required to market it. This does not mean, however, that it is impossible for a content creator to also be an ingenious marketer. It is just that there is a different skill set involved, and while you may be a whizz-bang copywriter, artist, film-maker or presenter, you may find marketing tedious or uninspiring or just downright hard work.

However, in order to capitalize on the inspiration which led you to create your content, there is also (most times!) a compelling need to share it. This may be simply for applause and plaudits, but in the business world, there needs to be ROI from the content you are paying to create.

Distributing content need not be difficult. In fact, a recent survey of B2B companies revealed that 60% of those with a documented content marketing strategy rate themselves highly effective with their content marketing.

Steps to Extend Content Creation into the Content Marketing Arena

Step 1: Document your content marketing strategy. Don´t just talk about it, write it down!

Knowing who is likely to be interested in your content helps you to market directly to a willing audience. In the above mentioned survey, 94% of B2B companies are using LinkedIn to distribute content. Are you? Clearly, if you are in the B2B space, spending time marketing on Pinterest, Facebook and even Twitter may prove less likely to be worthwhile than a network, forum or event where business people congregate.

A recent online chat on Twitter #getreal invited SlideShare to participate and the results to the Q&A were extremely interesting. SlideShare and similar sites provide a content distribution option that is frequently overlooked, sometimes even by the most avid marketers. And yet, there is a clear audience within the site and with the partner sites, such as LinkedIn, who are actively seeking specific content. Perhaps your content too!

And if these guys are doing it, well, why can’t you?

Step 2: Think beyond the search engines and purely social networks for your content distribution.

Further evidence, if required, came in a discussion about how long tail terms are driving traffic to content such as presentations.

Much is made of the need to be constantly creating new content, but often, really great content on niche topics can be thin on the ground. Well-produced, high quality content can have a long shelf-life. Sometimes, it is not so important to get it out the door as fast as possible; it is more important to produce something of long-lasting value for your brand.

Step 3: Quality, quality, quality.

Always put quality with content first. Even that extra proofread or another pair of eyes to find typos, silly errors or a missed opportunity for a resource can make a difference in your ROI. Your SEO efforts should be good too; even in a Tweet as it can help reach more people.

And finally...

Step 4: Never, ever miss an opportunity to share your content.

In an ethical, non-invasive, no spam, carey-sharey way, of course. If someone is talking about a subject you covered recently in a blog post, ask if they have seen it and would care to make a comment?

Take criticism well if it happens to come your way, as this can be positive too. Learn from it, and you never know...that one share could lead to a wide distribution network you had no idea even existed.

Want to use content marketing to achieve real results for your business? Talk to us at MintCopy. Call us at 888-646-8003 or send us an email.

Share


Recent Posts

Sheetal Pinto - 1/21/2021 06:00

Who’s your favorite Superman? Is it Christopher Reeve, Dean Cain, or Henry Cavill? If you’re like many Superman aficionados, you may not have a favorite. You enjoy them all on their own merits. Each rendition of Superman brought a new facet to the character. Content is much like those favorite characters who we keep bringing back.

Sheetal Pinto - 1/14/2021 14:27

Most businesses don’t have an infinite marketing budget, so it’s important to focus on smart content marketing. In creating a strategy, you can put your marketing dollars toward the most effective methods to increase your audience and boost sales. Here are five more content marketing ideas that you can use on a budget to see how your customers respond.

Sheetal Pinto - 1/7/2021 06:00

As we enter 2021 with innovative ideas and new opportunities in entrepreneurship, let’s take a look at how content marketing can lead to new customers, even if you don’t have a huge budget. The key is to get a content strategy and build your content vault as you grow your business. Here are five ideas you can build into your marketing plan to reach out to your audience.

Sheetal Pinto - 12/22/2020 13:24

As you look forward to your 2021 content strategy, look back at the roller coaster of 2020. This year—make no mistake—it was a pandemic that altered consumer behavior, forcing marketing teams to pivot their content plans. #BlackLivesMatter put the focus on minority businesses and diversity. Our focus was on helping businesses stay relevant while maximizing their online presence.

Sheetal Pinto - 12/17/2020 06:00

With everything going on in the world, you may be wondering if people care about grammar and spelling on your website and social media channels. Here’s the thing—people now have more time to notice errors in online content. Smashed Media estimates that “grammatical mistakes on websites can reduce sales by up to 50%.” Quality Logo Products reports that 42.5% of over 1,000 social media users who were surveyed about spelling mistakes would not purchase goods on websites that had misspellings. It’s not as though your audience comprises of language experts and schoolteachers, but consumers want to see that your brand cares about the details, even the seemingly unimportant details like grammar and spelling in digital content. To support your busy team of in-house writers, consider hiring an experienced SEO copywriter who can play the role of a content editor.   

Sheetal Pinto - 12/10/2020 06:00

Even if you can’t afford to hire a bunch of people to manage online content, you can support your team with a strategic plan to produce high quality content. Here are the best ways to develop the potential of your content marketing team, regardless of size.

Sheetal Pinto - 12/3/2020 06:00

Content is vital to your marketing strategy. The quality and volume of your content help drive your SEO rankings. The thing to remember is that SEO is just a skeleton without content. Content without SEO is just pretty fabric without a purpose. Many businesses produce content for SEO purposes. After all, you want your website to rank in search to gain customers. But if you forget about the human audience, your content won’t get consumed, shared and re-consumed. When you focus on your user first, making your content relevant and useful, your audience wants more, leading to better SEO rankings.

Sheetal Pinto - 11/26/2020 06:00

Modern consumers shop 24 hours a day. Most businesses don’t have the capability to be available every hour of every day to answer questions and provide information. Chatbots are a popular method of responding to your audience. Although chatbots have been around since 1966, today’s chatbots are becoming incredibly more useful and responsive. They’ve gone way beyond the telephone message system of the 1980s and 1990s. With a rise in Artificial Intelligence (AI), you can utilize this technology to benefit your own business. May content marketing work for you – in real-time!

Sheetal Pinto - 11/19/2020 06:00

An article in the Harvard Business Review estimated that the average professional received about 120 emails per day. To stand out in a sea of words, your emails must use language that gets noticed. Many people don't read more than the subject line or the preview text. Here are some tips for creating emails that catch a reader's attention.

Sheetal Pinto - 11/12/2020 06:00

If you’ve done a Google search recently, you’ve come across some of the newer features of search. For some searches, videos are getting more notice for more interactive and informative information for users. Another addition to search is the rich FAQ snippets or “people also ask” boxes. Google’s “mission is to organize the world's information and make it universally accessible and useful.” Understanding that Google and other search engines aren’t created for your online marketing efforts can help you provide the right content to maximize your SEO strategy. FAQs were once an afterthought. Today, FAQs can boost your organic search efforts in multiple ways. Almost every page has the potential to function like an FAQ page.