Digital marketing circles are going nuts over content marketing nowadays. If you are unsure about what that is, here’s how the Content Marketing Institute defines it:
“A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
However, there are several misconceptions that need to be addressed just so we are clear. So, pay attention:
Myth #1: Content creation is everything
Reality #1: Begin with content distribution
If you don’t have a distribution plan, then content creation won’t do you much. You should devote at least 50% of your time on distribution. Instead of creating content and then shoving it in available channels, do some research in order to find out which channels are best for content, and then create content specifically for those channels.
Myth #2: Distribution = starting a blog
Reality #2: Distribution = all channels
People often believe that content marketing correlates with starting a blog. But, blogs are only the tip of the iceberg, as blogs are only one channel.
Put into perspective every channel available to you, the audience you’ll reach via each and which types of content they would be most interested in. Divide your distribution channels into earned, shared, owned, and paid; most earned, owned and shared channels can also have a paid component.
Myth #3: Production value must be high
Reality #3: Don’t skip scrappy works
Polished work doesn’t always equals effectiveness. As a matter of fact, people can find scrappy work more authentic.
Today, you’ve got all the weapons to capture and share content like videos, photos, and text that will tell your story.
Once your audience is able to experience your content on a smartphone, here are some things you should be aware of:
- Square images and videos rule: square = 78% more real estate than landscape
- Design for no sound
- Get to the point: the first 3 seconds are crucial
Myth #4: You must be the creator of all the content
Reality #4: Reuse & recycle
Since fans are sharing on their own feeds,you can re-share this user-generated content (UGC) on your own channels. UGC consists of photos, videos, testimonials, blog posts, tweets and snaps about your business by your fans, followers, and social influencers.
With an effective UGC, you will have 6.9 times higher engagement than brand generated content on Facebook. Just don’t forget to give credit where it’s needed!
Myth #5: Pre-show, pre-show, pre-show!
Reality #5: Have a pre, during & post-event strategy
Content marketing is the bridge that will take your costumers to being loyal fans and advocates.
While promoting plays an important role, it shouldn’t stop as soon as the tickets are sold.
Your plan should have a capturing and distributing content during an event. Interact with your audience by sharing and responding to their social posts about their event experience.
After the event is over, remind them about how great of a time they had.