Networx is back in 2019 discussing all things new and trending in the world of digital marketing. This month’s event covered ‘Content Marketing Hacks’ with panellists Alicia Marr from Serotonin Creative, Brian Crisp from News Corp Australia and Brittanie Dreghorn from The Content Division. Facilitated by Elizabeth Gibbons from Zeroseven, the panel shared their tried and tested strategies on how to get the best return from your content marketing efforts. Read on for some actionable tips and tools to make your content work for your audience.
Using Content Marketing for your brand is now more relevant than ever
In today’s world, people aren’t just happy with buying stuff. They want to get to know your brand, it’s values, what it stands for and how it fits into their lives before they become a customer. This starts with developing the right strategy for your audience and choosing a platform that will allow you to connect with them.
Brian Crisp says you need to match the story to the brand and deliver it in the media that works with your target audience. The panellists shared a case study from a project targeting older Australians who were highly active on Facebook and felt that their issues weren’t being discussed in the media. They took these two factors into account by targeting this demographic on Facebook, with influencers such as Maggie Beer and Wally Lewis talking about issues that matter to older Australians. The influencers were co-producing content that aligned to the target demographic and addressed the issues they were wanting to discuss. By using influencers to produce and promote the content, this brand were able to build authority and trust within their target demographic.
Content is only as good as how you amplify it
They used to say, ‘build it and they will come’.
Once you’ve written the content, it all comes down to how you amplify that content. If you’re not doing that at all, it’s like shouting your accomplishments in an empty room. Whether it’s through email, social media, via influencers or your own network, amplification is crucial in order to compete with other more authoritative sites.
Outside of the platform, timing can also play a huge role in reaching your audience. Determining who your audience is and when they are most likely to engage with your content will help determine when and how you amplify your content.
— The Content Division (@TheContentDiv) March 27, 2019
How to get your content noticed
First and foremost, your content should be readable by your audience. If it sounds like it’s written by a human, for another human, then Google will favour your content. Readable.com is an affordable online tool that assesses your copy and gives you a grade level reading. This can help you determine if any changes need to be made.
Outside of this, there are other SEO tactics that help your content rank organically. Unfortunately, just because you write it, doesn’t mean google is going to immediately send people there. Page titles, meta data, alt text, links and technical SEO elements all determine what Google thinks your page should rank for. Ensuring you have relevant keywords within the content and are answering valid questions that your consumer has will ensure people are finding your site for those queries. Brittanie recommends using Search Console, Google Analytics and even Google Trends to find popular search queries, then make sure your content is answering these.
Dare to be different
Some marketers and business owners have succumbed to what is known as ‘Content Shock’ where they become so overwhelmed with the amount of content out there that they believe content marketing won’t work for them. Brittanie says if you tried it and it didn’t work for you, your content is most likely bad. If you want your content to stand out from the masses it must be good, premium content that people want to read.
A common message amongst the panellists is simply to be different. There’s no point trying to outrank the biggest players in the industry for the same search term with the same content. People who are different and good will get noticed.
— Melissa Black (@melissablack86) March 27, 2019
That’s a wrap on this month’s Networx! We’re excited for next month’s discussion on ‘Inbound Marketing’ which will look at how to attract and engage your way to satisfied customers.
— Networx Brisbane (@NetworxEvents) March 27, 2019
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