How to Use Content Marketing to Grow Your Online Footprint
By Kevin Page
According to Mintel, 70 percent of American consumers shop online. That means more than 200 million people have access to your digital footprint. I’m no mathematician, but when we are looking at things on that scale, I’d say it’s pretty important to not only be proud of your organization’s online presence, but also constantly creating new, interesting content online.
However, too many businesses are focused on growing their digital footprint as opposed to improving it. It’s a subtle difference, but an important one nonetheless. You can do a great job creating and sharing valuable content while still occupying a lackluster footprint. Sure it may have grown in sheer volume, but that just means you have more poor content out and about, representing your brand in a negative way.
Instead, focus on improving your business’ digital footprint. I’d suggest that you:
- Refresh poor or outdated content and create new content that is valuable.
- Distribute content that you truly want to have associated with your brand, and nothing else.
- Analyze what is working and what is not working in terms of engagement.
Do you see the difference between growing and improving now? Good. Here are some tips to help you follow through.
Creating [and Refreshing] Your Brand Content
Before doing anything, you need to define your content marketing strategy. When creating a well-defined content strategy, you must laser-focus on resolving the wants and needs of your target audience. Remember, it’s the wants and needs of your target audience — not the wants and needs of your organization.
Ask yourself, how does my business make a difference? Approach content marketing with the idea that you are in business to help people, then focus on what information you can share that truly helps and provides value.
The goal is to become an authority, or thought-leader, in your industry through the content you produce and share.
After a strategy is defined, in addition to the creation of new, high-quality content (and a lot of it!), work back through your brand’s messaging over the course of past few years. It is very important to have consistent messaging. You don’t want your prospects to see inconsistencies — they will be confused and it will lead to a negative user experience. Therefore, it is critical for you to be proud of all of the messaging on your website and social channels before distributing your content throughout the web and driving traffic back to your site. If you haven’t taken inventory of your brand’s content in the recent past, you might want to consider doing a full content audit to understand what’s working and what is not.
Distributing Your Brand Content
For that sake of this post, let’s say you’ve defined your content marketing strategy, tidied up your existing messaging, and began to create new, valuable content. Fantastic! The next step is to get it in front of your target audience.
The ways you distribute your content is even more important than the content itself, in many ways. Frankly, it doesn’t matter if your brand content is good or bad if Go to the full article.