CAREER ADVANCEMENT / JUN. 23, 2014
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Guidelines for an Effective Content Marketing Strategy

Nowadays, many businesses all over the world are using content marketing as a vital element of their overall marketing plan. Content marketing can be used to engage your customers, as well as create increased brand awareness. Here are some tips for an effective content marketing strategy.

1. Choose your niche

Before embarking on content marketing, you need to choose a specific niche to focus on. Once you have made a decision, take time to research and learn about the audience in that market. This will enable you to create relevant, helpful and shareable content for your readers. Specializing in a narrow niche will allow you to build a reputation as an authority in that area.

2. Offer useful information

The success of your content marketing strategy will be determined by the quality of information provided. Be sure to offer your audience solid and helpful content which they would want to share with others. Take time to carry out some research to establish what their needs and expectations are. Visit some related websites and blogs to find out what kind of topics are most popular with their audience. Online forums will also give you an idea of what kind of information people are looking for.

3. Use visual content

Many people associate content marketing with only written content on a website, blog or email. However, content can also be visual such as photos, infographics, or videos. Incorporating such visual elements in your content can make your marketing efforts more effective.

4. Publish consistently

When it comes to content marketing, consistency is very important. When you offer great content on a regular basis, your audience will begin seeing you as an authority in your field. As a result, they will keep coming back for more and are more likely to share your content. You can share content in many forms including social media posts, video series, emails or blog posts. To ensure a steady supply of content, you could break up long pieces into smaller chunks. For instance, a long blog post could be split up into three shorter blog posts.    

5. Reuse existing resources

Instead of creating all your content from scratch, you could repurpose some of your already existing resources. For instance, you can use excerpts from your blog posts as short quotes on your social media profiles. You could also combine several blog posts to create an eBook, or break down an existing eBook into short blog posts. An eBook can be further repurposed into an online course or a video. All these ways of reusing content will save you a significant amount of time and effort.  

Content marketing is useless if you don’t have an objective in mind. You should therefore take time to decide exactly what you want to achieve. Do you want to increase brand awareness or be recognized as an expert in your industry? Is your aim to generate leads or increase sales? Having an objective in mind from the onset will help you measure the success of your marketing efforts.

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