Twenty percent of businesses, including small businesses, restaurants and storefronts, fail within their first two years. Sixty-five percent fail within their first ten years. Why do so many businesses fail? One of the main reasons has to do with an unsuccessful content marketing strategy. Without a voucher, the probability of failure increases.
Luckily, we can turn to various companies, brands, and organizations that have used great content marketing to make their way to success. By studying what they’ve done and implementing their strategies your way, your business can also benefit from the power of a great content marketing strategy.
NEIL PATEL’S BLOG
If you’ve ever Googled marketing tips, you’ve probably seen Neil Patel’s blogs show up in search results. But why are his blogs among the best?
Patel’s marketing blogs go deeper than just words and typically include charts, graphs, statistics and personal stories. Recently, Patel has started incorporating videography – the latest marketing trend – into his blog posts. Combining numbers with personal anecdotes is a very effective way to connect with people, while incorporating more videos on her blog helps her reach a wider audience. Additionally, Patel usually responds to comments from people who visit his site. The reputation he has built keeps his readers coming back.
So what does this mean for your team? Staying engaged with your community is essential, especially when building a reputation for your brand.
DUOLINGO TIKTOK ACCOUNT
With over a billion people on TikTok, leaving this social media app out of your digital marketing strategy means ignoring a seventh worldwide! It sounds silly to do, and Duolingo knows it.
Instead of constantly posting serious content about its language learning products, Duolingo publishes content that works for its target audience – it makes people laugh, it makes it personal, and it gets people interested. While not all of the content is about what Duolingo sells, once their audience is interested, they might become potential customers.
If your business has thought about starting a podcast, now is the perfect time to do so. Podcasts are one of the newest forms of digital marketing, and brands are really starting to embrace them.
Compared to creating and editing a video post, podcasts can be put together relatively quickly. Of course, a podcast doesn’t have to be just about you and your business; guests and other speakers should be featured on the podcast to keep people engaged and interested.
ZipRecruiter’s excellent podcast provides motivation and inspiration, and features regular discussions with prominent guests related to ZipRecruiter’s hiring and job search niche.
If you decide that a podcast would be beneficial for your business and your brand, the first step is to follow ZipRecruiter’s lead and determine your niche.
No matter what kind of digital marketing you plan to do, you simply can’t leave out Instagram’s 2 billion monthly users.
Brands like Starbucks have long used the popular social media platform to generate leads, but they don’t just post pictures of cafes and baked goods. One of Starbucks’ most recent campaigns was #ExtraShotOfPride, featuring baristas and other employees going through their personal LGBTQ+ journeys. This inclusive and unique content marketing technique quickly caught people’s attention, and increased attention means increased business.
Taking the time to come up with exciting ideas and campaigns is a great way to stand out on social media, especially if you’re ready to dive into politics and social issues.
CONTENT GENERATED BY DOVE USERS
One of the biggest marketing trends today is user-generated content submitted through Instagram. Mastered by Dove, user-generated content is photos and video stories that people using your product or service submit via a specific hashtag for a chance to appear on your company’s account.
In addition to being completely free, user-generated content has an important advantage: it is authentic. The overly curated photos we see on websites, clothing brands, TV, and every other digital outlet have become too much. We know it does not represent reality. As a business, showing real people who are truly happy with your product or service sends a powerful message.
WAYFAIR’S #WAYFAIRATHOME CAMPAIGN
Much like Dove’s user-generated content, Wayfair’s #WayfairAtHome campaign uses photos users post of their homes with products they’ve purchased on Wayfair. By participating in #WayfairAtHome, Wayfair customers promote Wayfair products to all of their subscribers and potential customers at no cost to Wayfair! When people see real examples of the products, they are more likely to buy them.
LINKEDIN VISUAL MARKETING
Imagine if everything you see on a website was text. You’ll probably leave this page pretty quickly. This is why visual marketing has recently risen to the forefront of content marketing.
LinkedIn is just one of the companies using visual marketing to promote their site on social media platforms like Twitter. But instead of using just one type of visual, they incorporate multiple visuals to grab attention. From featured images on blogs to illustrations and infographics, LinkedIn uses visuals on nearly every post. The fact that LinkedIn’s posts are so interesting to watch helps explain why the company has a respectable 1.5 million followers on Twitter.
If you plan to use visuals in your content marketing techniques, mix them up a bit on each post!
Whether you focus on video marketing like LinkedIn, a podcast like ZipRecruiter, or an interactive hashtag like Wayfair, a quality and engaging media content strategy is sure to pay off.
Founder and CEO of FiveChannels, specializing in building brand awareness, traffic and lead generation, marketing funnels, social media and more.