Creating meaningful content for your readers and customers is a time-consuming process. It involves researching what will resonate with your audience, hiring a trained team to craft messaging and develop content in various media, and creating a solid plan for distributing the content through appropriate channels, both on- and offline.
With all of the time that goes into creating each piece of content, it’s important to be able to stretch it as far as possible and use it in a variety of ways. Here are five ways content supports your brand, and how you can get the most out of all your hard content marketing work.
1. Build a Solid Website
Your website is the heart of your online presence. It’s the place you want to drive all consumers towards, and it’s where you house all of your most valuable content.
A solid website starts with smart copy, which tells readers about your business’s mission and what makes you special and shares details about your products and offerings. It includes supplementary content like blog posts, podcast episodes, or explainer videos which serve to educate your audience and establish your presence as a thought leader.
The content you create for your website is going to be the greatest, longest-lasting representation of your brand online. Put real time and energy into building a content strategy that plays to your strengths and catches the eye of your audience.
2. Develop a Search Marketing Strategy
Your website is only valuable if the right audience is finding it. Search engine marketing is a great way to ensure that you get seen by the right people.
The essence of your search engine marketing campaign has already been fleshed out in the work you’ve done creating your website content. Articulating your business’s value proposition and mission on your website helps you hone your messaging for your ad campaign that will appear on Google, Bing, and other top search engines. Trumpeting your value proposition at the top of search results will help you stand out from the competition.
3. Use Display Ads
Display ads allow you to stay top-of-mind with consumers who you know are the right audience for your products or services. These ads come in all shapes and sizes, and so it’s a great opportunity for you to repurpose some of your content across multiple media channels.
Video is becoming increasingly popular in display ads. This is a chance for you to take any video content you already created for your website, explaining your newest product offering or introducing viewers to your brand, and share it with a whole new audience via advertising efforts.
4. Leverage Social Media Marketing
Once you’ve done the work to create content like blog posts or podcast episodes, you want to ensure you’re getting the greatest reach possible for that content. Social media is a fantastic way to share that content with users who otherwise wouldn’t find it on your website, plus to drive additional traffic to the pages where it lives on your site.
Plus, you can rely on your fans to do a bit of the work for you. When you share content that’s really helpful and solves a problem for your readers, you’re all the more likely to get shares and reposts on social media, which will help to expand your audience beyond your existing reach.
5. Embrace Email Marketing
Email marketing is one of the oldest online marketing channels around, but it remains one of the most effective. Reaching out to your mailing list to share your weekly blog posts, or with offers of ebooks or other bonus content, is a great excuse to stay in regular contact with your mailing list without getting too salesy.
Relying on that existing content to fuel a steady stream of email communications is a great way to get more mileage from ebooks, infographics, checklists, and other more in-depth content that might be of particular interest to your mailing list subscribers.
Quality content doesn’t just happen. It’s something you craft carefully and develop over time. That’s why once you’ve created it, you want to make sure you’re getting as much out of the content as you can. By finding new ways to leverage the work you’ve already done, you can branch out into new marketing channels and reach an even broader audience.
If you’re looking for help anywhere along the way, feel free to reach out to us about any of our marketing services.