Rules.. what are they really good for? Well, for a few things actually — like keeping the finance industry in check…
But some rules are there to be broken. Why? Because breaking ‘rules’ actually makes your brand slicker, smarter, and more responsive to the changing demands of your industry.
Content marketing is no exception to this rule. Below I look at six common rules that your brand definitely should be breaking – read on to find out more!
1. Stick to a publishing schedule
There are countless statistics out there which suggest that following a publishing schedule is essential for getting the most out of your content marketing strategy.
While it’s certainly a good idea to get a schedule in place when you are starting out, don’t be dogmatic about it – don’t be afraid to go off-piste!
When it comes to deciding when you are going to publish your content, you need to be flexible.
For example, it’s important to keep your eyes and ears open and follow what’s going on in current affairs by checking sites like Twitter regularly – are there any trending topics or stories in the news that you can piggyback with some content? If so, then you may need to postpone a scheduled blog post here or there.
Alternatively, it could be a good idea to hold off from posting altogether for a week or two if there’s a big story that’s taking over the headlines – don’t let your great content get drowned out by a news explosion.
While having a publishing schedule can definitely help to keep your content marketing strategy on track, it’s important to stress that you’ll get the most out of it if you just use it as a guide or a signpost. And if you don’t feel like following it all the time, then you definitely don’t have to.
2. Don’t work with influencers outside of your niche
It’s often a good idea to mix things up in the world of business, and this applies to content marketing too.
If you regularly work with a team of bloggers and social media influencers to help promote your content and products, you’ll have spent time building relationships with people you feel best fit your brand.
This may sound like a risk, but there’s lots of potential to grow your reach if you decide to work with influencers outside of your niche too.
For example, by finding and connecting with new influencers outside of your target area, it’s possible to have your brand in front of a completely different audience. In turn, you’ll be able to create a brand new following which can lead to more web traffic and sales for your business.
The key is that you shouldn’t be scared to push the boundaries and try something new – this is your chance to let the influencer use their voice to help your brand engage with a new customer base.
3. Leave content creation to the content team
When it comes to content creation, it’s definitely a good idea to get a fresh perspective – letting your content team take a back seat on occasion helps keep your content vibrant.
For example, if there are people in your business who are subject experts, you could let them write a blog post on their area of expertise.
Allowing your internal experts to write a series of articles gives an opportunity for their knowledge and passion to be brought to the forefront, leading to engaging pieces that will position your brand as a thought leader – something that’s so important when it comes to getting the most out of your content marketing activity.
Sometimes you may even chose to outsource some of your content, as a different approach might add an angle to your work which you brand hadn’t considered.
Just remember, don’t keep content hold hostage by your content team; set it free to allow to be the best it can be!
4. Be active on social media at all times
The rule with social media is to be active now, yesterday, tomorrow, and at every moment when there is still oxygen in the air.
However, following these ‘rules of social media’ does not always get the results that you want and sometimes it’s good to take a break – the last thing you want to do is post the same type of content too often.
To utilize the power of social media as part of your content marketing strategy, it’s important to give your followers what they want – if you don’t they may unfollow you…
How often you post on social media should depend on the nature of your business and your products, and while a B2C brand posting on Facebook every day might be the most effective solution in terms of generating likes and other forms of engagement, that doesn’t mean that a B2B brand should follow suit.
Remember that absence can make the heart grow fonder, and reducing the amount of times that you post can help to ensure that your content stays as fresh, engaging and interesting as possible.
Get good at content curation — it’s a powerful sales and leads driver, and will help you ease off creating potentially ‘low value’ content in-house.
It’s important that your brand only joins in the conversation when there’s something important to say and it can contribute some value – if not, then you risk your efforts going to waste.
5. Don’t talk about the negatives
It’s no secret that people appreciate honesty – and if you’re afraid to talk about negative aspects that are associated with your brand or product, then you need to think again.
Talking about the negatives is your chance to showcase your business’ human side, as well as the personality of your brand.
For example, if there is something that some people may perceive as negative about your product, hold your hands up and use it to your advantage. If your products aren’t as cheap as your competitors, mention in your social media posts that the outstanding quality definitely makes it worth it.
Including the concerns of your customers in your content is a great way to connect with them on a deeper level, giving them peace of mind and reassurance at the same time which in turn can lead to customer loyalty.
6. SEO is the ruler of your content
For many marketers, ensuring their content is always dictated by SEO is the one rule that should never be broken. After all, why would you want to risk missing out on vital web traffic and the conversions that could potentially come with it?
However, content that is written purely for SEO reasons is uninspiring and won’t engage your readers – they can tell when it’s been stuffed from top to bottom with keywords just for the sake of it.
Remember that the content that you produce should focus on your reader first, and Google second. After all, what’s the point of putting loads of lucrative keywords into a blog post if your audience won’t be interested in reading it?
It’s really important to emphasize that companies need to make their own rules and follow their own path when it comes to content marketing and digital marketing.
Your brand needs to understand why it’s using content marketing in the first place. Once you’ve established this, you can then use metrics to gauge its effectiveness and tailor your strategy as you go along – the possibilities to learn and develop as you find your feet are almost endless!
There is not a one size fits all approach, and you need to do what works best for you!
Here at EAK Digital we’re all about the very best in content creation and helping our clients become positioned as thought leaders in their industries.
Why not book in for a free consultation to see how we can help you?