The year is in full swing and marketing strategies are being rolled out… but maybe you kind of haven’t started yours yet? Don’t worry, it’s not too late to begin – especially since content marketing isn’t solely about driving leads, but the stories you want to tell.
Based on our content marketing experience with brands across Singapore and Southeast Asia, we have put together a few tips and techniques you can use to beef up your efforts this year, regardless of whether you have done your marketing homework or not.
#1 Quality over quantity
Although a regular content output remains important, the quality of each piece is more important than ever before. With thousands of posts, articles and newsletters being published and pushed out every single day, the sheer volume of available content is overwhelming. Simply rehashing your competitors’ communications won’t be convincing or engaging, to say the least.
If you are going to create content in 2019, make sure it matters to your audience and feels fresh. Whether it’s your own opinion posted to LinkedIn, your next company blog or a product-related post on Facebook, give it substance, a point of view, and ask yourself if it adds any value. Also, don’t simply produce content for the sake of it – instead publish content when you have something to say.
Want to know more about how to take a stance as a brand? Read this.
#2 Email marketing doesn’t rely on algorithms
If you are worried about social media advertising algorithms messing about with your budget, then it’s time to revitalise your email marketing strategy. Email is one of the only channels that doesn’t rely on ever-changing algorithms.
Whether you already have a solid database or are just starting out, an email marketing strategy is a worthy investment. With great visuals, quality content, and an opinionated subject line, you can grab the attention of the people that matter.
Tip: Don’t overload your newsletters with too much content. Have a topic that ties back to your business for each newsletter.
#3 Influencers? Yes, but…
It’s the age if the influencer… including the ‘fake’, wannabe inauthentic ‘influencers’ that pop of everywhere claiming to have a phenomenal reach. There are just as many ‘fake’ influencers promoting their services and reach to any brand that is keen enough listen as there are real ones, and so it comes as no surprise that Instagrammers look to buy followers or use other shady tactics. Just last year, Singapore-based Daryl Aiden Yow was exposed for passing off stock images as his own, offering his photography services at the same time.
To identify influencers who actually add value to your business, take a deep look into their feeds. Look critically at their engagement and comments. If it seems legit, it’s time to meet them – if not in person, then at least over a quick call. Their personality and attitude will often provide better insight into whether they are in it for a quick buck or if they are passionate content creators worthy of investment.
#4 Merge quality with measurement
We can’t say it often enough – create, measure, analyse and optimise. While this may sound straightforward, these simple steps divide content teams everywhere.
There are two camps in content marketing: On one side are the editorial purists, who polish each sentence until it could win a literary prize. On the other side are the SEO-minded Google Analytics marketers, who tend to produce conglomerations of keyword that will make great use of checklists and algorithms.
Who’s the better content marketer? Well, they both are, if they work together.
The truth is that the most common concern regarding content marketing, especially among SMEs and startups, is related to their return on investment (ROI). Be it brand awareness, website clicks, conversions or leads, setting KPIs and measuring your content rigorously is important. But it’s equally important to craft well-written and informative pieces that people actually want to read.
#5 Don’t forget about employer branding
Content marketing is not only a way for brands to create awareness for their products and services, but also to attract and recruit highly-skilled talent.
While a lot of brands successfully market their offerings and attract customers, they are often not so great at telling their story as an employer and engaging the right people to work for them. Though client work always comes first, remember that without the right people working for your company, you won’t be able to offer the highest quality work or grow your business.
Ensure you communicate across different channels, highlighting aspects of your business that matters to the audiences on each channel. While your company blog is a great way to showcase your expertise and express thoughts more freely on a variety of topics, Facebook and Instagram should highlight the fun side of your company in a way that’s as visual as possible. Both LinkedIn and Glassdoor are not only platforms to post jobs but are great for communicating company news to a professional audience. However, don’t forget to leverage marketing and HR titles (or other trade titles) to express your thoughts and opinions on the wider industry.
Need help with some or all of the above? Just say ‘hi’ at firstname.lastname@example.org and we’ll talk.