Content creation can be time-consuming, there’s no doubt about it. But, you also know it’s also crucial for your firm’s marketing practice.
In fact the CAM Foundation ranked content creation as the most commercially important digital marketing trend for 2015 by a landslide. No other marketing strategy offers you the opportunity to truly engage with your consumers, capture leads, build long-term brand loyalty and establish yourself as a knowledge leader.
So, where do you start when you’ve let things get behind (or even if you’ve never started)?
Here are five relatively painless ways to get your content engine humming along…
Maybe you’ve struggled to launch or maintain your content marketing because you’re unsure of what it means for your business. What is the purpose of content marketing and what results should you expect?
Everything you do for your business must have a purpose — whether it’s driving awareness or generating leads. Creating content is no different. Among other things, your content creation efforts provide an opportunity to build a brand voice, interact with your consumers and “show ’em what ya got.” Ultimately, those efforts translate into success. Take a moment to set your expectation for what that success looks like for your specific business.
Tackle Ideas First, Write Second
Rather than putting all your energy into formulating a topic and then producing the associated content, take some time to develop an editorial calendar for your firm.
Pick a moment when you feel inspired and invigorated about your business or industry. Sketch out the topics and ideas you feel passionate about when you think about your customers. If you met your ideal customer at lunch today, what would you be excited to tell them about your products or services? Jot down these topics in as much or as little detail as you feel compelled to. Heck, if you’re really fired up, you might end up “accidentally” writing an entire post fueled by excitement alone.
Next, take a look at the calendar. What time periods, occasions and holidays are important for your business? What product or service launches are upcoming? When are the relevant conferences for your industry? What can you share with your customers that will help them during these occasions? And lastly, when are the best moments to discuss those passionate ideas you formulated above?
Once you’ve formulated a loose editorial calendar, you’ll probably find you’re much less overwhelmed by the thought of actually creating content.
Swipe, Swipe, Swipe
Imitation may be the sincerest form of flattery, but the real purpose of a swipe file is to act as a launch pad for your own creativity. By collecting content that resonates with you or your colleagues, you’ll be creating a pool of inspiration when your own creative well has run dry.
Want to write a blog post on future trends in your industry? What have your peers written on the topic? What do you think they missed or got plain wrong? What do the most-shared articles on the topic have in common? What new perspective can you provide? What type of tone and graphics best fit the topic? And, perhaps most importantly, what was audience reaction?
Once you peruse your swipe file, you’ll be armed with the information you need to make your content compelling and on-trend.
Everything Old Is New Again
If you have existing content, have you checked your analytics lately? If not, you might be surprised to learn that a big chunk of your new visitors are coming to your site to read “old” content.
While that may surprise you, it’s logical — older content has had time to be read and shared more often, expanding its footprint and punching up its search ranking. Don’t think of old content as garbage, think of it as gold waiting to be mined — again. By updating old content or its associated offers and landing pages, you ensure the content driving your leads is doing so in an optimized fashion, plus updating and republishing your major works saves time on the new content creation front.
Call for Help
Some of the best decisions you make as a business owner involve prioritization and getting tasks that aren’t the best use of your time off your plate. At some point, you’ll realize you can’t do it all (nor should you).
If writing ad copy and landing pages isn’t your forte, farm it out. If you find the idea of creating an e-book tedious, outsource it. If you have no interest in or passion for creating a webinar, don’t. You probably started your business so that you could do what you love. Do that and get rid of the rest.
BONUS…outsourcing to a rock-solid copywriting team can significantly boost your revenue for a relatively small cost (click to learn more).
The FunnelProfit Copywriting Services team is here to help with all facets of your content marketing scheme. From developing a compelling editorial calendar to producing content, our team of expert writers and designers will work with you to ignite you content engine – quickly and painlessly.
Contact us today to schedule a free consultation.