Writing a good blog post isn't the only way to create good content. If you want to be seen by as many potential customers in your target market as possible, your content needs to be just as diverse as your audience. Textual, audio, and image-based content are all great ways to reach your audience. You can also reach your audience through email, social media, and on other people's sites. Both the material type and the platform can change to broaden your message.
Add these five strategies to your content creation process:
1. Build a collection of meaningful content you can give to new subscribers.
Build up a library of 'to-do' lists, templates, and helpful content that your target market needs. You don't want to give them everything you know for free. But having content that you can add to the end of a pitch or a blog post boosts your credibility. It makes you seem more valuable and worth subscribing to on your actual site or a social media platform. If your content is useful and becomes part of your lead's routine, it will also be a constant reminder of your company.
Depending on your content and the content's platform, it's also a great way to break through the wall that stops you from reaching your subscribers your own way. If you really want to get emails onto your primary list, offer a free ebook on your social media channels. Instead of uploading it as a PDF on the site, give 'graduates' a coupon they can type into Amazon's ebook store. Alternatively, if you don't want to away a hefty prize like a book just yet, add a hyperlink to your site.
From there, you can request an email so you have somewhere you can send the site, you can have a PDF available for download so they stay on your site, or any number of options. While every type of connection matters, email addresses give you a lot of flexibility.
2. Change the content's medium.
When you think 'business blog,' you might think about reading an article. That makes perfect sense: you're reading an article right now. But that's only one of the many ways you can provide answers. Once you have an article, you can split up the separate bullet points and paragraphs to create a slideshow with good graphics. It helps break up a long blog post into friendly-sized snippets that some of your audience would prefer.
You can also change your article into a script. Even if you're reading the same text word for word, putting it in video format makes it more accessible. You can animate it, add graphics, or even include video of the person talking. You will want to add a few labels and visual effects so it's a high-quality production, but every blog post you have is a half-finished video.
You don't have to start with a written blog post, either. If you have a video with good ratings, transcribe it and edit it into an article. You can also make it a slideshow. (Having the text script is valuable, anyway. It gives YouTube extra information about your video so it can more comfortably add it to the top of search results.)
3. Offer PDFs of long content.
If you have a 3,000-word pillar post on your blog, with lots of different sections and high-quality information, that post will bring in readers. Search engines love good, long content that both looks legitimate and is likely to answer search queries. But sometimes readers don't have time to read the whole post or they want to keep it on file.
So paste your article into a nice-looking ebook template, add graphics, and offer your long articles as downloadable PDFs. Even if it is precisely the same content as what you're offering on your website for free, many readers will gladly download the PDF format even if they have to give you their email address.
This strategy is even more successful than posting a more basic overview and then offering a more advanced download. Posting your high-quality product for any visitor to read instead of keeping it for subscribers and customers only, or "un-gating" your content, doesn't stop people from subscribing. It gives them an opportunity to judge your content and decide if your company is worth subscribing to.
4. Make premium content that's worth paying for.
You can also put a price on good content. If your company has a solid, in-depth ebook that offers valuable solutions, you can put that on the market. If you have an advanced email course, with templates, checklists, and recommended next steps, that is far more detailed than an introductory email course, you can save that premium content for premium subscribers. At that point, the content is a product rather than inbound marketing, but you can also use it to recommend other products and services.
5. Have the background infrastructure to support lots of traffic and subscribers.
Good content can't help your business if your site loads slowly or every video needs buffering time. You need a site that customers and subscribers can reach while they're still hot leads. So make sure you have a site that's reliable and optimized for mobile traffic. Not only are most of your readers going to be on mobile devices, Google is continuing to factor mobile readiness as a more and more important ranking factor.
But your website isn't the only 'infrastructure' great content needs. It's also important to have a way to tell the rest of your audience about your first and subsequent courses. If you have followers on social media platforms, make sure you add a post every time. You can even post coupon codes on your feed to see which social media platforms have the most active audiences.
The next time you sit down to plan your content, don't just consider the topic. Think about the format and the communication channel, too. Also, go to BOLD Worldwide for more tips to optimize your marketing strategies.