Content is pivotal in any brand's marketing strategy, offering the potential to propel it to new heights with minimal effort and investment. With its enduring shelf life and diverse applications, content is a powerful tool for boosting brand favorability and enhancing customer engagement. In this article, we'll delve into five valuable tips to help you create and promote content effectively, amplifying your brand's impact.
1. Think Shareability
Consider Shareability as a critical strategy for enhancing your brand's visibility. Align your content, whether an article or social media post, with distinct and memorable qualities. Embrace boldness by offering a unique perspective through humor, insightful commentary, or daring elements. Reflect on memorable marketing campaigns, recognizing that standing out and challenging conventional perspectives can leave a lasting impact.
I prefer humor, as it keeps content lighthearted and has proven to be among the most widely shared types. For audiences, especially Gen Z, humor can be impactful when crafted with precision, as Grammarly's insightful video highlights.
2. Make Yourself Useful
Embrace the mantra of my former sales coach: "Be brief, be bright, be gone." This mantra applies to sales pitches and content creation. Recognize that people crave valuable insights presented concisely. Utilize bullet points for maximum impact, guiding readers to recognize your brand's brilliance independently through the message.
Rather than overt self-promotion, focus on being creatively helpful and informative about topics relevant to your target audience. Successful content initiatives often subtly position sponsors. Ideas like answering commonly asked customer questions, providing research tips, leveraging internal expertise, supporting nonprofits, and promoting community involvement can create valuable connections beyond self-promotion.
3. Partner with Trusted Brands
Forge alliances with reputable brands to amplify reach and engagement. A study by MAGNA, cited by Forbes, emphasizes supporting quality journalism and distinguishing between unsafe content and news on trusted websites.
Advertisers are encouraged to deploy media strategies aligned with reliable news sources. The credibility of the source exerts more influence on ad effectiveness than the content itself. Partnering with trusted brands and aligning with dependable news outlets gives campaigns inherent credibility, laying the foundation for impactful advertising ventures.
4. Put That Stuff on Everything!
Extend the reach of your content across various channels, investing thought and effort in its post-production life. Even content initially designed for specific purposes, such as a social ad campaign, benefits from expanded reach across all relevant platforms:
- Social Channels: Adapt article highlights & video formats for different platforms.
- YouTube Channel: Leverage YouTube to broaden accessibility.
- Google Business Profile: Enhance online presence with dynamic content.
- Website: Captivate and engage visitors with fresh ideas.
- 1P Email: Keep existing audiences informed and engaged.
- Media Distribution: Give great storytelling a boost for broader reach.
Regardless of your chosen method for showcasing your content, invest the necessary effort to ensure widespread distribution across various channels. This will amplify visibility and cater to multiple audience preferences, ensuring your content continues to make an impact long after creation.
5. SEO “Juice”
Unlock the potential of SEO juiciness by focusing on quality content that addresses frequently asked questions. Search engines, notably Google, highly value content that provides unique insights and relevant information. Creating content that answers typical queries not only earns favor from search algorithms but also improves visibility in search results.
Google Search Central clearly describes the importance of including reliable insights and offers a list of content & quality questions that you can ask yourself and your team along your content journey. Search engines, like readers, are looking for originality, analysis, and tips that will enrich the research process.
In addition to maintaining authenticity and offering a unique perspective, I recommend dedicating time to exploring tools and analytics that will help you gain a deeper understanding of your audience and refine your content accordingly.
Google Search Console serves as a valuable resource for enhancing the content of your web pages, enabling you to reach and provide value to a broader audience. This video's insights guide you to your performance report, allowing you to identify the search queries that lead users to your site and uncover new content ideas based on emerging trends.
Google Trends is another great tool for analyzing real-time shifts in search behavior. Use Chrome's plugin, Glimpse, to supercharge your experience and dive deeper into popular topics related to Social Media platforms, entertainment, shopping, and more.
There are so many emerging tools to help you create user-first, timely, relevant content, such as Exploding Topics and SEM Rush—go explore!
Maximizing the impact of your brand's content requires a strategic approach encompassing various aspects. By implementing the strategies outlined in this article, you can elevate your brand's reach and engagement, ultimately driving growth and success in today's competitive landscape. Remember to continuously refine your content strategy, staying attuned to evolving trends and audience preferences. With a proactive and innovative mindset, your brand can consistently deliver compelling, timely, and relevant content that resonates with your target audience and leaves a lasting impression.
Gain a Competitive Advantage with Your Marketing
Implement these five impactful content strategies to transform your brand's narrative and stand out in a competitive market. For expert assistance in bringing these tactics to life and maximizing their effectiveness, reach out to the McClatchy team. Our specialists are ready to help you craft a unique strategy that resonates with your audience and drives results.
