Busyoffice.jpg

Content continues to be the most important portion of the marketing mix as is generates better search rankings and hopefully your target audience finding you.

However, with so much content in the world now, it?s easy for your target to miss your message. In fact, five exabytes of content were created between the birth of the world and 2003. In 2013, 5 exabytes of content were created each day.

In 2014, every minute:

  • Facebook users share nearly 2.5 million pieces of content.
  • Twitter users tweet nearly 300,000 times.
  • Instagram users post nearly 220,000 new photos.
  • YouTube users upload 72 hours of new video content.
  • Apple users download nearly 50,000 apps.
  • Email users send over 200 million messages.Source: ACI Information Group http://bit.ly/1mNQHTW

Content Strategy

Having a great content distribution strategy, timeline and tracking tool is the best way to organize your efforts and cut through the clutter to reach your target market. By this, I mean a strategic schedule posting to all of your online channels: website, blog, social media, email and ads. It relates to special events, happenings and ideas in your industry to be timely, relevant and useful. Some tips to remember:

Blogging

Consistency shows your customer you are a credible expert in your field. Producing high-quality, relevant content addressing your target audiences challenges, problems, etc. will underscore your value and expertise. 1500 words is the ideal blog post length for link backs, credibility, keyword optimization. Knowing that life is full, this is not always possible, it?s important to continue to write, even if 200 words is what you can create! Be sure to use keywords relevant for your business and images.

How Much Should You Post on Social Media?

For more detail on this, refer to my blog post:, ? How Much Should I Post on Social Media??

-Don?t be afraid to post more than you think you should, and be open to experimentation.
-Don?t be afraid to “repeat yourself?. Your customers may have missed the post the first time.

Email Newsletters

Treat the newsletter as the special place for those customers that will continue to purchase from you. They?ve signed up to be involved with you more than the average customer. Let them know about promotion prior to everybody else. They?re more likely to purchase from you.?Customize your content whenever possible – use personalization in emails and subject lines.

?Remember that a person?s name is to that person the sweetest and most important sound in any language.
?

? Dale Carnegie?s from Tips for Winning Friends and Influencing People.

Here?s a study conducted by Experian Marketing Services from Jan – March, 2015 on personalized email subject lines and response.

personalizedemailsubjectlines.png

Use Paid Ads

Your content distribution model should include paid ads. Did you know that paid ads can produce results with a small budget? Check out my case studies to see Facebook Ads that generated 86% increase in web traffic for my client.?Make sure your website is in top shape prior to setting up ads.

Record Testimonials

Create a survey – many free ways to do so: I use SurveyMonkey because of the variety of sample questions they provide.?Create a space where someone can leave a testimonial that you may use on your website or emails (with their permission, of course).
Displaying this user generated-content helped Check?n?Go generate 12% more leads.

Mobile

All of the above should be optimized for mobile. 80% of global internet users now own smartphones (source: GlobalWebIndex), and more than half of all consumption of digital media happens on mobile devices (source: comScore).

According to Huffington Post, 57% of mobile users abandon a site if it takes more than 3 seconds to load.Think of this as an investment for now and the future.

Tracking Your Efforts

The only way to know what works. Spend 30 minutes reviewing your past week?s posts, who engaged and what they said. Having a spreadsheet to track makes this much easier. Tools like Hootsuite andBuffer provide stats on each post you send.