What is content marketing?
Content is king and social media is gasoline. Content marketing is based on a simple premise. No one watches advertisements, so marketers have found savvy ways to make advertising look like something interesting – i.e. content marketing. It’s the vehicle that can take your brand and business message and connect you to your online audience.
Why is content marketing important?
If content is king, engagement is queen. Content marketing is designed to engage your audience. A good content strategy will insert your product or service into content that is entertaining and relevant for your consumers. It's based on a value exchange whereby you provide something of value (the content) about your product, service or industry. In exchange, you get awareness, reach, brand equity, buyer consideration and sales – however it’s more often than not, a long-term strategy.
For more on what types of content work best, check out the 5 examples explained here.
But here’s the problem; churning out blogs for your website, editorial and professional video for LinkedIn, different long-form video for YouTube, shorter form video and static images for other social media platforms as well as the intricacies of posting all of this across different social channels IS HARD and TIME-CONSUMING! Especially when that’s one small part of your business.
So – without further ado, here are our 6 tips to help ease the burden of content creation.
UGC UGC or User Generated Content is anything created by your consumer or your end user. As a restaurant owner, if someone enjoys their meal so much that they post a photo of their meal in your venue – you should absolutely be sharing that awesome word-of-mouth across your own channels. Not only does this provide more trustworthy social proof from someone who has enjoyed your offering, but it’s free content! Of course, we would always advise you to ask for permission before sharing someone else’s post.
Influencers This one is for those that can provide a value exchange / AKA a contra deal. For example, a restaurant owner might reach out to 10 ‘micro-influencers’ to offer a free meal in his restaurant in exchange for 10 images each. That’s 100 pieces of content at a fraction of what you would pay at the market rate from a pure cost perspective. You’ll also likely find that if the influencers enjoyed the meal and the content they’ve created, they’ll provide more than the requested 10 assets as well as sharing some of their own images to their audience as well.
Staff Your staff see all of the ins and outs of your business. With the ubiquity of smartphones, they can capture content and post within a minute and if you have an engaged workforce this is a behaviour that’s likely happening already – just on their social channels, not yours! Using the restaurant example, wouldn’t it be great if your head chef was posting photos of fresh ingredients. Or perhaps shedding some light when they’re buying the produce from the market at 5am. Maybe it’s your front of house staff sharing a video of a steaming hot dish just as it’s being plated up and looking delicious. Again – it’s free and with their permission, provides another great source of authentic content for your digital marketing. This is also a great way to showcase behind-the-scenes and 'on-the-go content for Instagram or Facebook Stories.
Content platforms Tools like Canva provide a solution for those in need of more design-led content (rather than images or videos). With ready-made social media templates and more, all you need to do adjust the creative for your requirements and again – free content. A search of Google will find a suite of websites offering free stock assets, including Unsplash for a range of images and Pexels for a range of videos.
Photographers At some point, finding the right photographer for some of your more polished or demanding content requirements will be a good investment. Photographers also tend to be far more efficient than videographers due to the time in post-production and they’re also assets that you will be able to repurpose across various social media platforms, your website and other digital needs.
Content platforms For those that do feel they need to create video content, our advice is to squeeze as much from the one shoot as possible. For example, if you create one long video for your website or YouTube, post it across both and also ask for a number of shorter edits than you can then slowly disseminate across various social media sites. Sites 90 seconds and Tribe are a great starting point for those ready to invest in some quality content to show-off your business and amplify it further. 90 Seconds allows you to brief your video requirements to a community of videographers and custom select the individual or team that’s right for your needs. Tribe is a risk-free way of embarking on some influencer marketing whereby content creators with a sizeable social following will buy your product or service, create content for you and (for an extra fee) share it to their audience as well.
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