When it comes to content campaigns for your small business, online website investments, and overall content needs, there are a lot of bases to cover and perfect. This blog is all about helping you do that!
So How Are We Going to Help You Maximize Content Campaigns? First, we’ll study different content products that go beyond your foundational web content and blog elements (these you should be doing by default – it shouldn’t take us to remind you!). We will also tie in some top tips from our copywriting brains on how you can create these products best and get the most results from them.
1. Whitepaper: The Future of Content Marketing
As you approach your new content marketing strategies, you should consider using whitepapers for your marketing needs. What is a whitepaper? Glad you asked! Whitepapers are used to provide information to all your customers, both current and potential. It provides the reader with information and specifications of products instead of giving them the old razzle dazzle (“razzle dazzle ‘em”). It is professional and all about generating leads for your business, whereas blogs are for an informal, opinion based source about your product or company, Hubspot.com writes.
Here are a few tips to consider when writing a whitepaper:
- Choose a topic people want to learn more about, especially one that is not overdone. By doing this, your company will stand out from the others, and you will find that you will gain more readers just by doing something different from the crowd. People like to read new and innovative topics, take advantage of that and make your topic something people cannot live without!
- Make sure you are writing knowledgeably, as well as passionately. You many not think a reader will know if you are not knowledgeable in the topic, but trust us when we say, they will. People are smart, and they catch on quick if you are not as well informed as you say. Readers will also know if you are not passionate about your topic because your tone will come across as impassioned and bored, so you absolutely want to stay away from any topic you find boring. One suggestion is to find someone else who may be passionate about your topic, or find someone who can write with passion regardless.
- Know Whom You Are Writing To. Make sure your topic meets your audience base. You do not want to write how awesome Pixar is if your audience base is committed to DreamWorks Studio! We kid, but you get the idea. You want to stay away from writing something that your audience will not find helpful and informational. Choose a topic close to your product or services.
- Be You. It is wildly cliché, but seriously, be you when writing your whitepages. We understand gaining inspiration from fellow copywriters as we all gain our inspiration that way, but you need to make it your own. Add your own little tidbits or parallels in a professional, yet unique, manner.
2. Writing an Ebook for Customers
Ebooks are another great resource to use when planning your content marketing strategy. Internet2Go estimates that about 103 million Americans have ereaders or tablets. That is a lot of potential customers! Sure, your business isn’t for that whole 103 million, but this shows how important an ebook for is your content strategy. Offering free ebooks is a great way to engage with clients. You can offer this as a free download when customers join your company or as a way to generate new leads. People love getting free stuff, no matter what it is, just take a lesson from Hollywood. When people went to see Star Trek: Into Darkness, some theatres offered a free poster and most people took it because, why not? It was cool looking, but most importantly, it was free. We don’t need that poster, or pen, or key chain, but we will not say no to it either. People will say yes to a free ebook when it is offered.
Writing an ebook can be very similar to writing other content, but here are some of our tips on ebook writing to get your brain juices moving:
- Stick with what you know. It is a pretty simple concept. The more you know about your chosen topic, the more people will believe you to be the authority in your field. Ebooks are the chance to discuss your product in-depth, leaving the specific topics for your blog!
- Read and Read Some More. When it comes to writing any book, you should always read other books, especially those similar to the one you are writing. It will provide you with inspiration.
- Do your research! Research is key to every single bit of content writing. If you do not research, your material will fall flat.
When it comes time to publish, you can find many places that offer information and help regarding self-publishing and how to circulate your book. Since you are coming from the perspective of writing for your company, and not yourself, you can use tools such as Dropbox to provide an easy access point for customers. Make it into a PDF and have it ready for people to obtain. PDFs are the best way to make sure each tablet and ereader will support your ebook.
3. A Picture is Worth a Thousand Words and So Are Infographics!
Who doesn’t love a good infographic? We all love those little shareable photos that provide a wealth of information, and usually are adorned with some adorable artwork or pictures. They give us the information we seek on the particular topic we are researching or find interesting. If you want to find out which book to read next, there is an infographic for that! It is much easier to look at an infographic quickly than to wade through a lot of type. Sure, we all love to read blog posts and articles about the topics or products we are interested in, but sometimes we are too busy to devote enough time to read all of that content. This is where that infographic will come in handy for your company.
Why are infographics great tools to use? Let us provide you a bulleted list to explain how infographics will help you out:
- Short attention spans! You already know people have short attention spans because you may find yourself thinking, “Goodness, that paragraph was significantly longer than the others!” Most people think that way. Providing an infographic version of this post would help you when trying to find the meat of the article.
- We writers can be long winded. Sure, many of us might not talk a mile a minute or have a lot to say in person, but when it comes to writing, we sure can go on and on about a topic. Infographics can keep you from being too long winded in your writing and help maintain a reader’s attention.
- Catching the bug. An infographic is a surefire way to get your content to go viral. Those little graphics are so easy to share that as soon as someone learns something valuable from it, they’ll click the share button. It continues and continues until it has gone viral. Pretty neat, huh? Going viral will boost your sales and generate new leads for your company, so let’s get to creating some infographics!
4. SEO is Big for Your Content Campaigns
It is how people will find you and how they will turn from casual browsers into lifelong customers. You know that you need to optimize your site by using keywords throughout everything, but SEO is not just about keyword usage anymore. It is about quality content, keeping your clients engaged and sounding like the authority in your field. If you do not have quality content, you will fail to rank in search engines. In fact, you may have believed that shorter content is what people want, but according to Google, that is not the case anymore.
People want more information about a topic instead of those wishy-washy one or two paragraph posts. They may not read it all, but they will feel like there is more available information on a post that is 2,000+ words in length. Another major factor in the new era of SEO is Google Authorship. That Google+ account is becoming much more necessary for content writers because it links all of your posts under your name and profile, making you the authority on your topic, product, or service. The combination of minimal keyword usage (one keyword per 250 words), quality and in-depth content, and authorship will help your site rank above competitors and generate more leads.
5. OMG! Don’t Be A Social Media n00b!
Everyone should know how to work social media on a personal level and if you happen to someone who doesn’t know how to, it is time to create that profile and learn. Like it or not, social media is a big part of content campaigns, especially if you realize your product or service is going to be used by Millennials. The iPhone, as well as other smart devices, has become an appendage for the majority of Millennials. It is a rare thing indeed to see a Millennial without a smartphone in hand, and rarer still to find one that doesn’t have a social media presence. This is also true for their parents and grandparents, as well as Generation X. There will be a whole generation soon who will never have known the world without social media! This shows just how important it is when it comes to advertising.
Here are few helpful tips when you begin creating your social media campaign:
- Know Exactly What Each Trend Is Before You Use It. Kmart is a prime example of this. They attempted to make a campaign involving the ever-popular gif, and their attempt fell flat with Millennials. Kmart thought they were being crafty, but their lack of research is disturbing. (The video no longer exists on Youtube, but the reactions are still available on Buzzfeed.)
- Becoming a Trustworthy Friend. With social media, people are more interested in having a company that is more like a friend and less like a salesperson. They would rather leave the salesman pitch back in the 80s because honestly, salespeople can give you more problems than help. Find a few companies on social media to see how they relate with their customers. Grammarly is a great example as they provide funny grammar quips, great quotes, and a regular “punday, funday.”
- Sharing Buttons and SEO. If you have a button to share your page, product, or post on social media, you are more apt to rank in a search engine. Especially if you have that +1 from Google+. A lot of people are going to find your company by searching, and if you make it available for them to share on their social media site, they will.
BONUS: Don’t Let Grammar Errors Get You Down.
Here’s a last bonus add-on point from me. Pretty simple. Make sure you have a second eye on your grammar and content before you hit publish. You can invest in Grammarly’s checker or get a human eye (or, do both). Simple, but it is worth it to avoid the issues a couple misspelled words or wrong phrasing can bring.
Content Products Are More Valuable Than You May Realize. Before reading this, you might have assumed that the only important content you needed was simply on your web page and blog. This probably didn’t generate many leads for you, and now you want to know how to go about getting more sales and customers. By following all that we’ve said, you will find that you are able to generate more leads than ever before! Content is more than just the blog you sometimes update. These products provide you with so many new ways to interact with your clients. Some antiquated methods may generate leads for you, but not many. You need to consider updating your current content campaigns strategy to implement these new elements, as soon as possible. No matter how long you take, the Internet will keep moving and growing. It is better to update your strategy now than to realize the Internet has passed you by. Use these products! They are available for you, so why are you ignoring them? Grab onto these opportunities and don’t let go!