Mar 05
integrating content into your marketing planFB - Integrating Content into Your Marketing Plan

Integrating Content into Your Marketing Plan

How to drive awareness for your brand and put yourself ahead of your competitors

“Content is King” was the driving force of marketing in 2013 and continues to be the trend in 2014. Over ninety-five percent of organizations rely on content including articles, blogs, or e-newsletters as part of their marketing initiatives, based on a recent Content Marketing Institute survey. What this shows us is that providing informative, useful, and even entertaining content is a highly effective way to gain an increased audience, brand awareness, and engagement.

It has become a vital and indispensible element in content marketing. Whether you’re new to the “Content is King” playing field or want to take your content further, here are tips to integrate content into your marketing plan wisely and make it a success.

Make content compatible across all screens

PCs are still in fashion, but the rise of mobile-dependent consumers continues to change the way we do marketing. Mobile users also represent a significant portion of the market. If these consumers can’t access your content through their smart phones and tablets, you’ll lose a lot of potential customers. Make your content accessible via mobile platforms, if you haven’t done so already. You can make the experience more user-friendly by setting up mobile sites, responsive design considerations, and apps.

Use new mediums to engage target markets

In marketing, it is important to avoid being stuck in a rut and producing the same content over and over again. Variety is the spice of life, so do not limit your content to articles and blog posts if you want to remain fresh and interesting to your target audience. Perhaps you can commission an artist or illustrator to create an infographic related to your brand, or you can film a step-by-step video tutorial on how to use your product.

You can make resources available for access in your website like interview transcripts or press releases. Webinars and podcasts are becoming popular these days. You have many options, plus the liberty to be creative, unique, and entertaining. Remember that whatever medium you use, your content should always shine.

Distribute content across your social platforms

Aside from your primary website, social media is another main platform to distribute content to your target audience. And it’s free. Users log-in to social media sites like Facebook, Twitter, LinkedIn, YouTube, and Pinterest at least once a day so you’ve always got an instant audience for every content you post or share.

Also, the ease and speed at which information and content is shared via social media is astounding. Post a sale announcement and customers will be sharing it with their friends and lining up at your storefront. Post photos of new products and customers will be asking questions and engaging with you. Just remember that each social media site is used differently and even attracts a particular audience so chose a platform that plays to your brand’s strengths. Also, consider sharing content in social media using OPM (other people’s money) strategies.

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