One of the hottest topics in the business industry today is content marketing. You can find hundreds, if not thousands, of content marketing strategies online. Content marketing can be used to boost sales, generate more leads, build and nurture brand-consumer relationships, and drive more traffic—just to name a few benefits.
But of course, these marketing techniques will only work to your advantage if you know how to properly use them.
Do you want to have a standout content marketing strategy for your business this year? Then check out the tips below:
1. Create your own unique voice.
Your ability to stand out from the rest of the small businesses and indie brands online relies heavily on the brand voice you create. Your brand voice is how you convey your personality to your target market.
Are you aggressive and take-charge (like Nike’s “just do it!” attitude) or do you lean more towards female empowerment and self-acceptance (think L’Oreal’s “because you’re worth it” campaigns)?
Whatever your personality, you need to come up with a sufficient voice that people can instantly recognize and relate back to your brand. But take note! Developing a brand voice is not something that happens overnight. It may take months before you refine—and define—the way you present yourself.
2. Don’t be a robot.
Being professional does not mean being impersonal. So many people make the mistake of equating professionalism with dull, stiff, boring, and bland consumer interactions—and it bleeds into their content marketing strategies. For the sake of maintaining their credibility and authority as a brand, most marketers keep their content stilted and heavily edited, to the point where there’s practically no sign of engagement or personality from the creator themself.
Do not follow in their footsteps. You can still maintain an air of authority and professionalism even when using casual jargon and a bit of humor. Even though you are required to follow corporate rules when making content, you shouldn’t be afraid to let a bit of genuine humanity into your content.
3. Hone your storytelling skills.
When trying to explain concepts in your content, make use of stories to illustrate your point. Hone your skills as a storyteller and apply storytelling methods whenever you want to teach your audience. Even if you’re sharing very technical information or critical key points from other sources, do your best to relay them as though you’re telling a story. For instance, craft an anecdote based on a study’s abstract instead of just posting the results.
4. Find your own thing.
When it comes to content marketing, it’s very crucial for a business to find its sweet spot. Not in a specific topic or format per se, but in the way you deliver your ideas and engage with your audience. How Brand A delivers its message won’t work for Brand B, and if Brand B tries to emulate Brand A there’s always the risk of people catching on and immediately calling Brand B out.
More than creativity, people appreciate originality. They don’t want something that’s been done a million times before. Find out how you best deliver your content and work on defining it.
5. Take risks.
Last but not the least, don’t play it too safe. When trying new content marketing strategies, sometimes a high-risk, high-reward attitude yields the best results. If you want to get the attention of the masses, do not be afraid to step out of your comfort zone. Many business experts might argue that it’s better to stay away from controversial issues, while some believe it’s an interesting way to increase exposure and show off your brand’s values.
Although it seems like every single business is doing everything they can to come up with exceptional content, the truth is that only a few of them have a content marketing strategy that actually stands out.
There is no clear-cut formula for succeeding with content marketing. You need to go out of your way to reach your prospects and keep adjusting. It’s truly a creative process. One thing is for sure, though: your ability to produce fresh ideas plays a major role in the growth of your brand. Use it to set yourself apart from competitors!