Content marketing may not be an entirely new strategy, but it is constantly evolving. Marketers must remain on the alert for content trends that resonate with their intended users and can be adapted to their campaigns, especially when they are trying to get their company or brand noticed by the public.
So what distinguishes a good content strategy from a mediocre or poor one? And with so much content being produced every day, how can a marketer make their blog posts, ebooks, and social media posts stand out? Below are some strategies that identity management software providers will want to adopt if they want their marketing content to be noticed and shared.
Truly Think About What Matters to the Audience
When creating content, think about how the target audience will see your attempts at engaging it. Will you be regarded as pushy and propelled by a sales agenda, or trustworthy, competent, and approachable, with the best interests of the customer at heart?
The key is to understand what target users want and then deliver it using quality writing and an engaging approach. Buyers are looking for content that entertains or informs them, solves a problem, and helps them make a purchasing decision more easily.
A content strategy will fall flat if the audience feels shortchanged or detects a sales pitch, so control the natural impulse to use a blog post or white paper to sell something blatantly. The sole focus should be to provide useful insights that make the reader’s life easier. Content like this will end up indirectly driving sales anyway.
Deliver Content Consistently
It is not enough to write one great piece that enjoys multiple shares and inspires conversation. To keep consumer attention on a particular identity management software brand, you must provide a steady stream of useful and relevant content. Consistent content delivery can spread brand awareness, generate leads, and eventually position the company as an industry thought leader.
Use Social Media Strategically
There is immense value in making content available across different social media networks. If a company has published an insightful blog post on its corporate website, an excellent way to get it noticed is to promote it across LinkedIn, Facebook, and Twitter. (With the latter, use the appropriate #hashtags to maximum visibility.) To help your posts stand out from the crowd, use catchy titles and appealing images.
If your ultimate goal is for a piece of content to go viral, make it effortless for readers to share. If social share buttons aren’t easy to locate, people likely won’t bother hunting for them, so consider using a floating social share bar or similar technology.
Become a Trusted Advisor
People instinctively want to buy from people and brands they trust. Becoming a trusted advisor, or a subject expert whose recommendations deliver genuine value for customers, will add extra appeal to all released content.
When creating and distributing content, resist the urge to take a shortcut. Many companies enter the field with strong and engaging content, and then gradually lose steam until all they release are average posts and media that command little attention. Don’t make this mistake. Authentic and useful content, combined with a human element such as a trusted advisor or industry leader, is a powerful investment with the capacity to reap rewards a long time after publication.
Are you a content writer for your company? Let us know in the Comments below.
To learn more about how identity access management providers can create content that gets noticed and shared, be sure to watch the free, on-demand “Identity Management Revenue Growth Acceleration Q&A Webinar.”