Brands can enjoy more success with their content marketing campaigns by publishing articles and videos that add value to their product or service and are tailored towards news trends and popular topics.
In its new “How To Master Content Marketing’” piece, the Telegraph reveals that scores of SMEs are now turning to content to reach and engage with new customers as an alternative to more direct selling or advertising methods. The use of organic news and clips that aren’t explicitly promotional is an excellent way to stimulate interest in a particular subject.
Content expert and Soulful PR’s founder, Janet Murray, believes that brands won’t realise the full potential of marketing if they don’t add value to their product offerings. In order to do this, they should seek to answer general customer questions about the brand’s area of expertise, as this will allow them to educate and inform while also aiming to sell at the same time.
Murray adds: “For example, if you offer accountancy services, you might create a blog post about how to find a great accountant – or if you make laundry bags, you might [create] one that compares the costs and features of different bags, including those of competitors.”
Brands must also keep on top of emerging trends and breaking news stories within their industry so that they can enter the conversation with relevant content. Entrepreneur Laure Moye uses daily news topics to come up with “new, fresh and current” creative for her boutique cake enterprise that can be published quickly across various digital touchpoints.
“I set up Google Alerts (a service that sends a list of daily articles to the user that match certain search terms) for keywords such as ‘wedding trends’ and ‘cake trends’ – and chefs whom I admire. For example, an alert once brought up a report on the cost of weddings, so I used that idea for a blog post about how much a cake might cost.”
Social Media Portal founder Tim Gibbon also urges brands to use web analytics tools to track the performance of content with comments, view counts and social media shares among the most important metrics for gauging the success of campaigns.