There’s a smattering of complacency about content marketing. Many brands are spending a great deal of money on content creation, and then just tagging a few keywords, sticking it up on their site’s blog, repeatedly posting it on Twitter for a few weeks and calling it a day—job done. Quality content needn’t have such a finite shelf-life. With a little creativity, content can be re-used and promoted more regularly; for example, by creating seasonal content which can be easily repurposed each year. Neither should marketers be solely dependent on SEO and social shares to get the content seen.
Too many brands are relying on SEO and social in a way which places the onus of branded content discovery on the consumer, requiring them to actively search for the brand’s content or leaving it to chance that they’ll stumble across it through social media platforms. Given that around 95% of B2B and 97% of B2C companies in the UK are practicing some form of content marketing, it pays for brands to take a more active approach to getting their content in front of their target users. “If you build it, they will come” doesn’t cut the content marketing mustard.
Brands and marketers with experience in content marketing are aware of the need to actively promote their content to supplement search and social. They also understand that a concerted content marketing strategy is necessary to generate a strong ROI on content creation. Brands can drive traffic to their content and build positive relationships with consumers by remembering a few content marketing tactics:
When executed effectively, content marketing can be a powerful tool in building brand awareness and enable brands to build and maintain valuable relationships with consumers. Yet brands must be proactive about promoting their content, and can’t afford to simply rely on consumers to find the content. An SEO and social media-focussed content marketing strategy simply can’t provide the same guarantees for brands as actively pushing the content to ensure the quality content marketers have spent time and money creating is going to be seen by consumers.