How to Produce 50 Articles Your Prospects Want Badly – Part 2
In part 1 of this article, I gave you a good number of suggestions for getting your content marketing started. Here are a few more ideas to build an arsenal of content to attract potential customers to your business.
Customer Testimonials and Stories
Happy customers are your best ambassadors. You should be featuring them in your content. While reviews are important, testimonials offer a more in-depth, story-oriented way to share the benefits of your products or services with your target audience.
The wide availability and affordability of video mean that it’s easy and inexpensive to film customer testimonials. You can even do them on Zoom!
To make your customer testimonials effective, it may be useful to map out an outline based on the customer’s story. That way, you can share the kind of journey that will resonate deeply with people and help them to make an emotional connection with your product.
Have you noticed that podcasts are suddenly everywhere? There’s a good reason for that. They’re relatively easy and inexpensive to produce, and for some businesses, they feel less intimidating than video. Experts predict that podcast advertising will be worth $1.33 billion by 2022.
From a marketing standpoint, the best thing about podcasts is that they feel personal and engaging. People can download them and listen when they’re in their cars or cleaning the house. They offer a way for you to connect directly with your audience and share insights they can’t get anywhere else.
Your Brand Story
Differentiating yourself from your competitors is a must and content marketing provides the ideal way to do it. No matter what industry or niche you’re in, your brand has a unique story that is yours to tell.
Whether you do it in a series of blog posts, a video, or on your Instagram Story, tell the people in your target audience what you do, why you do it, and how you do it. Make sure to include the specific things that make you unique, whether it’s a proprietary manufacturing process, personalized attention, or innovative products that deliver the solutions your customers need.
It’s always a good idea to create evergreen content because it has a long shelf life and will likely be as relevant two years from now as it is today. However, not all content needs to be timeless.
Seasonal content can be highly useful to your customers and entertaining at the same time. Chances are that you’ve found yourself looking for content related to a holiday or time of year — so why not provide seasonal content for your audience?
Finally, don’t assume that older content you’ve created is no good to you now. Instead, take an inventory of old blog posts, videos and graphics and see if there’s an opportunity to update or improve them.
If there’s information that could clarify or expand your existing content, add it and repost it. Take old video footage and intercut it with new footage. You could even break an old piece of content into parts. For example, you could take a long blog post and transform it into a series of short videos.
I hope you get the idea. Your focus should always be on providing value and entertainment to your audience. You don’t need to have a huge content marketing budget to create the kind of content that your audience will love — and be eager to share.