While the overall content marketing strategy sets out the ‘big picture’ plan for your marketing activities, including your audience, goals, type of content, brand voice, channels, frequency, and measurement, have you taken the time to consider implementing individual strategies for each content platform you are working with? We have compiled some great B2B content strategies for key platforms, to help you get the most out of your activities and reach your marketing goals.
- Develop a content calendar – Mapping out your blog topics weeks or months ahead ensures that you cover off a range of areas of interest and you’re not trying to come up with ideas on blogging day! Sometimes, just coming up with great titles can help spark some blogging inspiration further down the track. The titles can give you focus, and provide something for your team or outsourced content writers to flesh out.
- Develop evergreen content – Evergreen content refers to any information online that will continue to be relevant and never become outdated. This could include ‘how-to’ tutorials, top tips, product reviews, or videos. Make sure your content is search-friendly, so it can be seen, shared and linked for many months – or even years – to come!
- Use SlideShare presentations – SlideShare provides you the opportunity to reinforce your expertise and build your reputation as a thought leader by sharing useful information among your LinkedIn followers. You can upload presentations, infographics, documents and videos for free.
- Use video – By uploading a video, you are able to humanise your brand. You may wish to upload an interview, snippet of you or a colleague speaking at a conference, or a demonstration on how to use one of your products. You can then share the link to the video across relevant groups or networks on LinkedIn.
- Develop a content delivery schedule – Using your Facebook insights data, you can establish a clear idea of when you receive maximum exposure for your page and use this information to schedule in upcoming posts. You may wish to create a content calendar or use a program such as CoSchedule so that you can effectively plan your post delivery. Alternatively, you can simply schedule them directly into your Facebook page.
- Attract attention to a key point of an article – Sometimes, having a strong blog title isn’t enough to capture a reader’s attention while scrolling through the multiple stories in their news feed. When uploading a blog link to your Facebook page, highlight one of the key points of the article which may intrigue the reader, or ask a question that is likely to encourage comments and shares.
- Create a Tweet calendar – As with blogs and Facebook, creating a calendar of scheduled tweets can come in handy to map out the topics you wish to tweet about. You just need to ensure that you use your 140 characters wisely and engage the readers as much as possible. Posing questions or extracting a powerful line from your latest blog can be effective.
- Use the 80/20 principle – Rather than blasting out multiple tweets into the ‘twittersphere’ about how great your company is, you need to place more focus on interaction. Eighty per cent of your tweets should involve retweets, replies and favourites in order to build rapport with your followers. Only then can you throw in some offers or promotions to drive followers back to your website and/or blogs.
- Maximise video impact – To ensure maximum impact, videos shouldn’t just be uploaded alone, but should be part of a multichannel campaign that also includes white papers, blogs, research and data uploaded to your website. If the video is related to an upcoming event or product launch, then it should be available in advance to help create buzz and build awareness. A follow up video is also recommended to keep up the momentum and levels of engagement.
- Help it to spread – It’s everyone’s dream to have their videos go viral! But how do you make it happen? Firstly, don’t be afraid to ask. You could say something like “Enjoy this video? Why not share it with your colleagues?” Just the prompt could be enough. Your video also needs to feature one of five themes to make viewers want to share it. It could be controversial, humorous, have a surprise or novelty factor, provide a solution or appeal to the ego of the intended audience. Make sure that the video is easy to access and download. The Content Marketing Institute provides some other great video strategies as well.
Free e-Books and white papers
- Give away some secrets – Although this might seem counter intuitive, giving away some secrets on how to solve a problem for your customers can be quite effective, and can lead to more subscriptions, downloads and sales. Obviously, don’t give away anything that will be detrimental to your business; but provide something of value that will help to build trust and encourage your target market to engage with you.
- Keep them short – Your e-books and white papers should be kept to a minimum of three pages and a maximum of 14 pages. If it starts to get too long, why not split it up into sections, and provide your readers the option of choosing a document most suited to their needs? So many people are time poor these days, so creating a concise, easy-to-read document is likely to be appreciated and keep the reader engaged.