How to do content marketing like TED

Would you like 15.8 million people to subscribe to your content? What does it take to get that kind of massive, enthusiastic engagement?

For many, it looks like a pipe dream. But for TED, the global conference and media organization, exceptional engagement is a reality. Almost all videos posted by TED get hundreds of thousands of views. And they are all going viral on social media.

Now, what could the success of a large media group teach a small business owner? In the end, a little. For example, TED offers an outstanding example of content marketing. As a result, even small businesses with limited resources will benefit from following TED’s lead.



Quality + Quantity

TED videos cover a range of topics. They range from politics and business to biology, culture and understanding the universe. And each piece of content is based on a single creed. that is, to create “ideas worth spreading”. Of course, the brand has big, flashy scenes. And he has a globally recognized name. But that’s just icing. The cake is the quality of curated content that TED publishes.

Beyond market research and SEO optimization, TED focuses on publishing informative, interesting and shareable content that engages its audience. There couldn’t be a clearer roadmap for content creation.

Content marketing is a tool that should be in every small business’s toolbox. A steady stream of high-quality blog posts, videos, and other pieces of content will help a brand get noticed on social media, prove a business leader’s expertise in their field, and trick Google’s search algorithm into ranking a business better.

As long as the content provided is original, valuable to readers, and optimized for sharing, it’s well on its way to building an engaged audience – just as TED has been successfully doing for 35 years.

The content recipe

Are you ready to take inspiration from TED for content marketing and apply it in a small business context? These tips will put you on the path to creating a top-notch content marketing strategy:

1. Diversify your content media

Building a large content portfolio across multiple platforms can seem daunting, especially for a small operation, but it doesn’t have to be. If you’re already writing a blog, there’s no reason why the same content can’t be reused in a webinar, infographic, short video, etc. TED has similarly branched out with its TED Talks Daily podcast, where YouTube TED talks exist in audio form. Fans can listen on their daily commute, and the company can catch new users they might have otherwise missed.

According to Edison Research, 41% of monthly podcast listeners say they have more podcasts in their feed now than a year ago, so there’s still time to get in on the game. “You’re building a content brand that will have a life and energy of its own,” says Mark Jones, chief storyteller and CEO of marketing agency Filtered Media. “If you get it right, people will join your new podcast tribe and give you a new platform for your business to grow.”

2. Reward readers for coming back

Create an audience that regularly interacts with your content. Achieving this consistency is indeed the name of the game. TED’s many subscribers all want new content to be released regularly. And the organization delivers. Post new content frequently and regularly. And you will seem more trustworthy both to your target audience and to Google’s algorithms.

Just as consistency can benefit you, the opposite can cause unintended harm. “Without a doubt, inconsistency is the biggest content marketing faux pas committed at any level. Startups, midsize companies, and enterprises can all succumb to this form of self-sabotage,” warns Cydney Hoffnagle, head of digital marketing at Microsoft. If you black out after a few enticing posts, your audience might feel like a ghost. And unless you’re Tom Hanks in “You’ve Got Mail,” a no-show won’t will not lead to a flourishing relationship.

3. Use guest contributors

Check out this tip that’s especially useful for small business owners on tight budgets. Invite other industry experts to share their wisdom on your platform. This will keep your company’s content queue full. And it will offer third-party validation for your guest contributors. These include guest speakers, authors, podcast hosts, and more.

Even TED outsources a lot of its content work. While the flagship brand has produced thousands of talks alone, countless other talks are held each year under the TEDx sub-brand. Independent conference organizers benefit from the TED name, while the umbrella organization gets more content without the internal work involved in producing it. This win-win scenario is ideal for all parties, and small businesses can benefit from a similar model.

From startups to multimillion-dollar organizations, the same rules apply at all levels: offer quality content that is digestible and shareable, and the audience will follow. So find your own “ideas worth sharing” and send them out into the world.

Image: ted.com


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