Let’s face it: People buy from those they trust, and a vital way to build trust is to share your expertise with the world. As entrepreneurs, you need to find a consistent way to share your knowledge, which is why you need a content marketing strategy.
Content marketing is a type of marketing tactic where you share your expertise through original content, such as videos or blogging. without trying to sell to someone. It’s the last part of this definition that stops many entrepreneurs in their tracks. Believe me, though, sales will come if you embrace content marketing.
Content marketing as the hub
One of the best ways to embrace content marketing is to think of it as the hub of your entire online marketing strategy. If your social media and online marketing strategy looked like the solar system, content marketing would be the sun and the online platforms would be the planets circling it. Just like spokes on a bicycle wheel, your online platforms would be how you tell people about your content.
Check out this diagram for an example of how content marketing can be organized:
If you organize your content marketing this way, you’ll constantly have a promotional method for getting your content out in the world. Great content should never be hidden! Be sure to always promote your content, especially through social media.
Find the best social media channels to share your content
You don’t have to be on every social media platform. Instead, determine where your ideal clients are, and make a big presence there.
Whatever social media channels you use, you have plenty of opportunities to share your content. Check out this grid for some ideas on what types of original content can be promoted through social media:
Types of Original Content
Where To Promote on Social Media*
|Videos||Blog, Facebook, Google Plus, LinkedIn, Pinterest, Tumblr, Twitter,YouTube|
|Podcasts||Facebook, Google Plus, LinkedIn, Soundcloud, Tumblr, Twitter|
|Customized graphics||Blog, Facebook, Google Plus, Instagram, Pinterest, Twitter, Tumblr, YouTube|
|Infographics||Blog, Facebook, Google Plus, LinkedIn, Pinterest, Twitter, Tumblr|
|Photographs||Blog, Facebook, Flickr, Google Plus, Instagram, Pinterest, Twitter, Tumblr|
|PowerPoint presentations||Facebook, Google Plus, LinkedIn, Slideshare, Twitter|
|Ebooks||Facebook, Google Plus, LinkedIn, Pinterest, Slideshare, Twitter|
|Books||Facebook, Goodreads, Google Plus, LibraryThing, LinkedIn, Pinterest, Twitter|
|White papers||Facebook, Google Plus, LinkedIn, Pinterest, Slideshare, Twitter|
|Blog posts||Facebook, Google Plus, LinkedIn, Pinterest, Twitter|
|New articles or op-eds||Facebook, Google Plus, LinkedIn, Pinterest, Twitter|
|Printables||Facebook, Google Plus, Pinterest, Slideshare, Twitter|
Don’t just promote once
Information going through social media channels is rapid and ever changing. Be sure to promote your original content numerous times and on multiple channels (if applicable). While you know you’ve promoted it on Twitter or Facebook already, your ideal clients will not. Constant promotion of your content is essential to sharing your expertise, so don’t be timid in your content marketing promotion!
Creating original content is a valuable marketing tactic for sharing your expertise, but make sure you aren’t stopping there. Think of your content marketing as the hub to your entire online marketing strategy and come up with ways to constantly promote your content. Content marketing can be a rewarding marketing strategy that attracts your ideal clients. Take time every day to create and promote your original content, and in time, your expertise will be well known.
Photo courtesy of Justin Jensen
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