New Year’s Revolution: Top 10 tips for tip-top content in 2013

Further to Martin’s Digital Marketing Predictions for the New Year, here’s another little festive gift in the form of 10 top tips for 2013. Much easier to implement than Resolutions such as ‘Do 4,000 sit ups every morning’ or ‘Complete an ultra-marathon wearing a suit of armour’, these are designed to help you create a Revolution in your approach to writing great content to engage your audience, generate new leads and win new business in 2013 and beyond.

New Year’s Revolution: Top 10 tips for tip-top content in 2013 from _Katapult

CONTENT IS KING

Producing high-value content helps build a loyal audience; by providing such useful content to the people who want it most, you can cultivate your leads and nurture them through the sales funnel. Producing interesting, timely and relevant content doesn’t have to take up a massive internal resource either, encourage your team to input on content that is relevant to their expertise to help add authority to your brand and messaging.

FIND YOUR AUDIENCE

Without knowing where your audience is and what social channels they are using, you could end up becoming the jack of all channels and the master of none. Your audience doesn’t need to be huge but they do need to care about what you’re doing. If you think that everyone should care, it’s unlikely that you’ll communicate effectively with anyone.

GO FOR GOALS

Without setting goals and a content strategy, you could end up staring at meaningless statistics. Make sure you know what you want your audience to do with your content, how they should engage with it and give them clear call to actions throughout.

eBOOKS & WHITE PAPERS…DON’T BE DAUNTED

Investing your time writing an authoritative white paper or eBook may seem daunting, but once you have this content, its uses are (almost) endless. Capturing data when your publications are downloaded connects you to people who are genuinely interested in what you do. Think backwards; think about what kind of lead you want and then produce content that entices your audience to fulfil your calls to action.

WRITE ONCE, PUBLISH MANY (OR ON OTHER PLATFORMS)

One interesting and insightful article can be used numerous times in as many different ways. Break the content up and mould it into new formats for different uses and users.  For example create a video or a slideshow to share on YouTube or SlideShare, an infographic to share on visual.ly, turn it into a webinar or a presentation for an event, relate your content to a real life case study, do a survey on Survey Monkey or break it down and write a how-to article on the subject. By adapting your content, you can achieve maximum reach for your efforts.

EVERYONE LIKES A FREEBIE

Your content should provide your audience with something helpful or useful, for free. Content that directly answers the questions ‘how’ and ‘why’ about an area of your business is what you’re aiming for. Don’t mistake content about your industry as content about your business, that’s what your website is for. The audience who value your expertise and advice in your field is the audience you want to nurture and turn into loyal customers or at the very least, advocates for your brand.

PLAN AHEAD WITH A CONTENT CALENDAR

Producing a content calendar will help to ensure you have a constant flow of content and agree who is responsible for each area, stopping your channels from going stale when you fail to populate them.

INTEGRATE YOUR CHANNELS

Don’t make the mistake of thinking about channels in isolation. By using PPC, SEO, Social Media, Blogs and your website in an integrated fashion, you benefit from the individual and collective impact, keep messaging consistent and ensure the process can be monitored and measured over time.  You can then take an informed view on what content and channels work for your brand and audience, and adapt accordingly.

THE SOCIAL SEESAW

Strike a balance in your activity on social channels. Informal chit chat about everyday events makes you human, but on its own, won’t keep your audience engaged. Use your social networks for sharing useful content as well. If you’re only ever letting people know what you had for breakfast, your audience will find it difficult to take you seriously when you want them to.

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TIME POOR? SHARE!

When you genuinely don’t have time to generate content yourself, share existing content that you think your audience will find useful such as infographics, YouTube videos and webinars. This helps generate timely content and continued engagement, even when you’re rushed off your feet.

By Rhiannon Hulse

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