Content Marketing and Social Media6:07 with Pasan Premaratne
Content marketing is a very important part of an inbound marketing strategy. In this video we take a look at what makes for a good content marketing strategy as well as how we can increase our reach through social media.
To get potential customers to visit your site, 0:00 you have to give them a reason to listen to you and trust you. 0:03 One of the best ways to achieve these goals is to demonstrate your expertise and 0:07 value through content marketing. 0:11 First, when we say content marketing, we don't mean stuffing everything with 0:14 fancy slogans, pricing charts, or feature lists. 0:17 The best content marketing materials are produced with the goal of 0:21 helping potential customers overcome their challenges. 0:24 By demonstrating to your audience that you understand their concerns, 0:28 they'll begin to listen. 0:32 And if you can show how your product or 0:34 service can allow them to solve their problems, they'll want to learn more. 0:36 So what kind of content marketing can deliver these results? 0:40 Blogs are extremely helpful for many companies in multiple ways. 0:44 With a blog, a company and its internal experts can write about 0:48 the challenges facing the people in their industries. 0:52 Discuss trends and data. 0:55 Evaluate case studies and new research. 0:57 Or, reveal more about the company and its people. 0:59 The same subjects can be covered in other content marketing channels as well. 1:02 Such as infographics, presentations, and podcasts. 1:07 Producing periodic episodes of an audio or 1:11 video podcast provides your audience with another way to consume your content. 1:13 Overall, for content marketing to work, 1:18 you should consider what your audience would find valuable or 1:21 interesting, and what they would share with their colleagues and followers. 1:24 Keep in mind that new content can and should be presented in different ways, 1:28 because your audience will gather across multiple networks. 1:32 Now these various content marketing channels can help you demonstrate your 1:36 companies experience and improve your reputation as a thought leader. 1:40 And, it can also provide SEO and social links back to your site. 1:44 No matter what channels or 1:49 formats you pursue, be sure to have a plan and be consistent as you publish content. 1:50 Don't lose opportunities to attract customers by thinking only of 1:56 the short term. 2:00 Develop a content schedule and coordinate your content marketing publications and 2:02 then support them by using social media. 2:06 Like content marketing, 2:10 social media is another avenue through which you can keep customers engaged, 2:11 by providing valuable content that helps them achieve certain objectives. 2:15 Whether it's educating them on your product, educating them in general, or 2:20 helping then with any concerns that they have. 2:24 Social media has many advantages, in that it is a very quick form of marketing, 2:27 if not the quickest form of content marketing. 2:32 With social media, 2:35 you can deliver quick bursts of information, keep the customer up to date, 2:36 and develop closer relationships by communicating directly with the customer. 2:40 On top of that, social media makes it very easy for 2:44 people to share your content, thereby increasing your reach. 2:47 Like any marketing activity, you need a plan going into it. 2:51 The downfall of social media is that it seems so casual and simple that 2:55 companies tend to just post stuff that doesn't really matter to the customer. 2:59 We don't see it as a valid marketing outlet. 3:03 Figure out your goals for social media. 3:07 Some of the top level goals include communication. 3:09 How can you market great content? 3:13 How can you improve direct interaction with your customers? 3:15 Influence. 3:19 Become, the, source of relevant content. 3:20 Competitive, establish reputation, and 3:24 outdo your competitors consistently, and finally your business goals. 3:27 How can you increase sales, and how can you improve interaction? 3:31 Combine your goals with what the customer is looking for to determine what types of 3:35 content you should post, and how you interact with your customer base. 3:40 Remember, you should know these things about your customers after having 3:44 defined the customer segments and archetypes. 3:47 The difference between social media and 3:51 other forms of content marketing is that you can actually talk to your customers. 3:53 This is a nice feature and that one that you should take advantage of. 3:58 Engage people in real conversations, not just marketing speak and content sharing. 4:01 Listen to their concerns, reply, and help them out. 4:06 And don't just wait for people to come to you with their concerns, seek them out. 4:09 Surprise them and delight them. 4:13 You'll find that these customers tend to stick around much longer. 4:15 There are various social media channels, and 4:19 you should establish yourself on all the ones where you can find your customers. 4:21 Even though they are different platforms with different types of activities, 4:26 try and establish a consistent presence across all of them. 4:30 Like any marketing activity, you should assess your social media presence, 4:33 with questions like how does this increase my sales? 4:37 Or reduce my support burden? 4:40 Or even enhance my brand? 4:42 Monitor the analytics across the different platforms, 4:44 with tools like Tweetdeck or HootSuite. 4:47 Use scheduling apps like Buffer to make sure you're regularly publishing great 4:50 content across all platforms. 4:54 To maximize your return, 4:57 use social media in conjunction with some of the other activities that we mentioned. 4:59 Build specific landing pages and calls to action, so that 5:03 you can direct users from social media platforms to your product or service. 5:07 Offer incentives to drive people to your website, 5:11 to accomplish the goals you've set out. 5:14 And increase your lead generation activities by directing users from 5:16 social media to a sign-up page where they can hand over information in exchange for 5:20 more content. 5:24 Social media can be daunting at first, 5:25 since you're interacting with customers directly. 5:27 But if you keep this framework in mind, you should be off to a great start. 5:30 Define your business goals and customer needs. 5:34 Create content on social channels that benefit users. 5:37 Build landing pages and capture data through signup forms. 5:41 Build and deliver quality content on a regular schedule. 5:46 Become a source of relevant info on topics and 5:50 products that your customers care about. 5:53 You remain helpful, positive, and professional. 5:56 Monitor and track your results. 6:00 And finally, outdo your competition by always putting the customer first. 6:02
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