A Simple Content Marketing Strategy You Can Use
September 25, 2013
This post covers the ‘how to’ of your content marketing using Feedly and Hootsuite. I am assuming that you have your strategy mapped out, know your goals and are using content marketing as part of this strategy.
What is content marketing?
Definition: Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. Content Marketing’s basic premise is to “provide some valuable information or entertainment – “content” – that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.” This information can be presented in a variety of media, including text, video, Q&A’s, photos, etc. [Source: Wikipedia]
This is my morning procedure for scheduling my own updates of information of interest to my clients and demographic. The tools I use primarily are Feedly and Hootsuite but the alternatives are limitless. Choose the feed aggregator and social media dashboard that suits you.
Selecting Content to Share
Content shared MUST fit within the scope of the products or services you offer and the needs, interests and challenges or your demographic. My rule for sharing is if I’m in any way unsure of whether an article is relevant, I won’t share.
2. Scroll through Feedly articles, both in the main dashboard and open folders in the left hand folder menu. Not all articles in the folders will show on the dashboard.
3. Look for articles which meet the following criteria:
- Article is within your area of expertise or offering
- Article contains interesting and relevant information
- Article solves problems or answers questions your demographic may have.
4. Schedule the article in Hootsuite.
How To: Schedule Articles in Hootsuite
I use Hootsuite to schedule my own (and client) articles in LinkedIn, Facebook (though I often schedule Facebook direct from the Facebook timeline in order to upload images) Google Plus and Twitter networks. Using Hootsuite means you can carry out your content marketing tasks in blocks of time using the schedule feature.
When sharing articles, pay attention to the fact that different networks have different audiences and tones. A comment or article suitable for Facebook is not always (!) a good update for LinkedIn. Use your discretion and don’t post each article on each network. Be aware that a connection following you on all social media channels does not want to see the same updates on each of those channels.
I tend to post LinkedIn and Twitter together, Facebook and Twitter and all updates go on G+.
How to schedule updates using Hootsuite: Tutorial
1. Paste link and shrink.
2. Enter a brief comment about the article (comment to go before the link shortcut in the compose message box)
3. Enter the title of the article (to go after the link shortcut in the compose message box).
4. Select networks this update will be shared in.
5. Click on the schedule button (note: you have the choice of using Hootsuite’s ‘auto schedule’ or you can schedule manually).
Example of a update: Minimise embarrassing errors http://ow.ly/mwIUM 10 ways to proofread your work
Be consistent, be helpful and be professional. Done well, content marketing will raise your online profile and create engagement with prospects, clients and connections. It’s also a great way for you to keep track of what’s happening, changing and being talked about in your space. I’ll often pin articles in Evernote as I scroll through Feedly for reading and actioning in those precious 5 minute windows of spare time.
What I haven’t covered is the other side of your content marketing strategy. The most important part!!! As people RT, share, +1, comment on and connect with you subsequent to your updates … RESPOND! Set up your phone to push through notifications, or schedule time each day to check each of your networks and respond. The goals of content marketing are very basically to raise your profile, drive traffic to your site and create connections. Your ability to respond is absolutely critical in meeting these goals.
Your Turn: Content marketing, what advice would you give in terms of what works well for you?
Image Credit: http://jontusmedia.com/