Content marketing is the creation and distribution of information that is not connected to your core offering. It can be in the form of newsletters, blogs, email campaigns, webinars, videos, and white papers, among other formats.
Last year, we looked at the three common myths about content marketing:
- “I’ll have to give away my secret recipe”
- “I don’t have the time” and “We need expert input – and they don’t have time”
- “I need to be a thought leader if this is going to be worthwhile”
Now that we have a solid understanding of content marketing, let’s look at four tips to get you started.
1) Absorb as much quality content as possible
Not sure where to start?
Read, listen, and watch as much quality content as you can. Immerse yourself in the sort of content you’d like to create. This will help you understand what works and what doesn’t from the audience’s perspective.
2) Plan, plan, plan!
What’s that old saying? “Fail to plan, plan to fail.”
In other words, you need a content marketing plan. Lay out the topics you want to cover, the frequency of touch points, the types of content, and how you’re going to achieve this before you start publishing.
A plan keeps you on track and accountable.
3) Start small
Once you start your content marketing journey, there’s no turning back.
If you offer brand new content every week, people are going to expect brand new content every week.
Don’t overcommit. When you’re building your content marketing plan, make sure there is a gradual uptick in the amount of content you’re producing. If it’s starting to look like adding more is going to put you under pressure, you can always adapt your plan. It’s much harder to adapt your clients’ expectations once they start expecting content from you.
So, start small and build-up to a more comprehensive schedule. Better to do this than fail to deliver.
4) Create content for your audience, not yourself
It’s tempting to create content that you’re interested in. But really, you should create the content your audience needs. This could be solving a problem or providing information on a relevant market topic. Your content must provide value – always keep this in mind.
Creating and distributing quality content could move the needle with investors and other stakeholders. Use these four tips to start your content marketing journey and build your profile and authority.
Need help with ideas, planning, or execution? Reach out to our IR and Marketing team.
For more information on content marketing, please contact Amber Sharpe.
