Content is King!

If you are in marketing and you aren't utilising your content as a marketing tactic then you are missing a trick.

Content is currently the currency of the internet. It is what consumers want; they are looking to be educated, for best practice tips, for how to guides etc. 

With so many channels of communication available to marketers you have the ability to reach consumers on different levels through different tones with content marketing.

Yes some people do feel that when they hear “content marketing” they think of hours of time spent creating it or  their budget swallowed up in outsourcing, but you can be clever about how you push out your content.

Take for example a whitepaper. The easy way to promote it is to post it on all the channels you are using with a generic post telling people to download it, you could then write a blog post explaining what the whitepaper is about and how you can download it. That can be re-used again and again and you can sit back and hope that somebody engages with it.

Or you can take that whitepaper - read it!! (I know I am guilty about not fully reading the content we create) After you've read it go back and with your twitter hat on see what nuggets of knowledge you can extract. Do the same for LinkedIn, Google+, Facebook etc. When you have the social channels covered moved on to what you can blog about from the whitepaper, aim for 2/3 blog posts that cover different topics from that whitepaper, and if you create an email newsletter you can write an article on the whitepaper as well.

Say for example you manage to get the following out of one whitepaper:

·         3 blog posts

·         1 newsletter article

·         10 tweets

·         2 LinkedIn posts

·         2 Google+ posts

·         2 Facebook posts

You will then have 20 chances to reach a consumer with that one piece of content. If like me you mix up what you are promoting in the month and you apply this same methodology to all of your content, you are setting up your publishing calendar very nicely.

So don’t be afraid of content just be smart about it and if you are already pushing out content then now might be time to do a quick audit on what content you have and how you are promoting it – which is exactly what I am off to do!