Even the smallest brands and individual online marketers need to create relevant content for their target audience. It’s about creating thought leadership in certain topics, staying top of mind with your audience and driving traffic to your site through your blog or other social platforms.
There are many types of content creation that marketers and small brands can and should be doing. Some of the types of created content are; Blog posts, video, images, graphics, infographics, email newsletters, landing pages, events. Most of these kinds of content creation can be done with limited resources, using smart phones or by outsourcing to experienced small agencies.
Expand Your Social Reach:
One of the important and often overlooked reasons consistent content creation is so important is that it provides the opportunity for local businesses and small marketers to expand their social reach. By consistently creating content that is relevant and valuable to your target audience, you also generate content that other social media users want to share.
At the heart of effective social media marketing is sharing or “curating” relevant content from others. In fact, when done properly, about 80% of what a social media marketer posts should come from sources other than themselves. This means that they need recent, relevant content on a daily basis and a lot of it!
Some How To’s:
- Be consistent with at least 1-2 blog posts per week. Make it easy by using images and videos you capture in and around your daily work and personal activities as the basis for your posts.
- Optimize your posts around locality and topics both your audience and content curators are interested in.
- Share your content with hashtags both your audience and content curators are using and following around your locality and topics.
- Write for legacy, not always events. In other words, create content that is not event-driven but is timeless and can be posted, read and consumed long-term, not just for a specific date or event.
- Identify and build relationships with social media accounts that post and share about local content frequently. By developing these relationships, they will likely find and share your content as well.
- On the day’s you publish your posts, schedule shares on Twitter up to 3-4 times across the day and once on other social platforms.
- ALWAYS include at least one graphic in your posts.
- Share the graphic from your blog post on image networks like Instagram and Pinterest with a link to the blog post it came from.
- Share your legacy content in your social streams repeatedly over time.
- Start conversations with your target audience when they post something that is connected to one of your recent posts. As the conversation develops you can mention a blog post you did on the topic and share the link. (when appropriate)
Some Never Ever’s:
- Never tag people/accounts when you share it on social media. We call this spam. Earn relationships that want to share your content.
- Don’t create content that is only and always about you, your company or what you do. Instead create content around what interests your target audience at a rate of 80% and 20% of your blog posts should be about you, your products, services and specials, etc.
Content creation can be a very effective way for local businesses to drive traffic to their website. It is best done when it adds value to the target audience and is not-self centered. Include outreach campaigns to develop relationships that need your content for their social media strategies and always thank those that mention and share your content.