As marketers and business owners, we constantly hear about content marketing. It’s extremely beneficial….when it’s done correctly. And that’s where the problem comes in. Companies think they can just throw a blog up on their website and write a few articles and then look around for the crowds to come in.
There are lots of issues with content marketing that may be hindering your growth. We’ll discuss those, as well as help you identify ways of standing out with your content in your industry.
Why your content marketing might be failing
In essence, content marketing is about creating great content, whether it be a blog, video, infographic, podcast, etc. A major hurdle that businesses seem to face is that, even if they are creating amazing, original content, they are failing to distribute it.
Some will say that distribution is even more important than the creation aspect. If your articles just sit on your site, you might as well have not written them. Unless you’re a huge brand like HubSpot or Buffer, it’s unlikely that anyone is coming to your website to read your blog.
Instead, people organically find articles through social media, email marketing, sites and apps like Flipboard, Medium, Stumbleupon, and Pocket.
The important thing is to have both a creation and a distribution strategy when making a piece of content. Know where and how you are going to spread it amongst your audience. Maybe you send out a special email each time you publish. You can share in relevant groups on Facebook or LinkedIn. Email it to influencers that you mention in the content.
Here are 16 content promotion strategies to get you started.
How to create original content
It’s easy to want to just blast through 4 blogs in 3 hours and call it a day. But that’s for lazy people, and you’re not lazy!
You want to create original, well written content that provides value to your audience. Let me say that again….provide value. Make sure you identify what sort of value your content is providing that another piece of content out there hasn’t already. We don’t need more “Twitter tools” or “Best social media tips” articles anymore.
If you’re having trouble finding something original to write about, expand on a popular article in your industry using the skyscraper technique created by Brian Dean at Backlinko. It’s simple:
- Find some great piece of content
- Make it even better! (More info, better design)
- Get it out to the right people (Distribution!)
If your content isn’t original, at least make it better than every other piece on the same topic.
You may think it’s a waste of time, but do your research. You want to identify gaps in your industry where you can provide value. Even if you’re working in something that seems boring like pools, you will be surprised how many people are searching for information on this every day. People have built huge pool companies off of content marketing! Marcus Sheridan took is floundering pool business to thriving by writing blogs that answered his customers questions.
If he can grow a pool company with content marketing, then you can write one amazing piece of content!