There are a number of minuscule changes you can make, that will take your content up a notch. Making it a little sharper, a little cleaner, and overall more appealing to your audience.
Over the course of a week, you could have at least three pieces of content going out across all channels. In a month that could be quadrupled, and when you look at that figure long term, you’ll be swimming in copy, imagery, trends, and the research that goes into making all of it possible.
We are talking blog posts, Instagram posts, Facebook posts, Tweets, Newsletters and more. However, you reach and relate with your audience.
Suddenly the task at hand feels insurmountable when you review all the platforms you can connect with your audience, which is why you can alleviate some of that stress by scheduling. Thankfully there are a good number of tools available to aid, a few examples include Buffer, Tweetdeck, and Later, not to mention the inbuilt capabilities of most blogging sites and email applications.
Create a calendar for your posts so you are aware of when everything is going out, then choose a day in the week, or in the month where you sit and schedule.
This gives you more breathing room to plan ahead, adjust where necessary, and not have you feeling like you’re rushing, and making tiny mistakes to meet that optimal posting time.
It is so easy to release a piece of content - and then never look back. Job done, call it a day, first rounds on me. But once you’ve hit publish, that doesn’t mean you stop caring about it.
How your post performs is one thing, engagement numbers such as likes, shares, comments, retweets etc. but the secondary, and equally important layer of where, and who this information comes from, is another.
Most applications have an inbuilt way to monitor performances, some depending on the type of account you have. Then there are also external sources like Google Analytics. If you’ve used paid ads to boost your content's reach then you should almost certainly receive data that goes in-depth about how it was money well spent, to encourage you to reinvest in that technique.
Taking Facebook as an example. Within their Ad Manager you have a plethora of ways to break down your audience insight past the standard Age, Gender and Location. Education, relationship status, what pages they have liked across the site - it can feel a little stalkerish, but the more you know about your audience the more you can create targeted content for them. And with Facebook Ad manager, you can reverse engineer the data to reach certain audiences too.
On the flip side, if you are not reaching the audience you were expecting too, then you have that knowledge and can hone in on fixing it with the use of hashtags and collaborators etc., on your next ad campaign.
It’s tempting to stay in your own world, focus on your brand, its message, its goals, its journey -to shut out all the noise from your competitors and the industry, to preserve a belief of individuality and autonomousness.
Unfortunately, there is no such thing as a new idea. Guaranteed if you’ve thought of something someone else has had the same idea if not earlier then simultaneously. With that being the case it’s imperative for the continual growth of your brand to know what’s going on in your industry and surrounding subsidiaries. Who has had the same idea as you, and how have they worked through all the kinks and improved on it, ready for you to pluck,duplicate and re-engage for your audience.
Subscribe to newsletters, listen to podcasts, read blogs such as this one, and know what’s being said in the top publications of the field. The information will allow you to tailor your content to keep it current and your audiences will see you have your finger on the pulse of your community. You could discover valuable time-saving techniques, know about upcoming technology that could improve your brand, or learn from the marketing mistakes of others.
Resources such as Social Media Examiner, Social Media Today and TechCrunch, are tools that will keep you up to date and informed so you’re not caught out as the only company left behind.
Spreading knowledge is a surefire way of growing your brand by reaching a different kind of audience. They may not be who you are directly targeting with your content, but they will flock and inhale all that you do if you teach them how to do it too.
Essentially there are two main types of educational content you can create, the first being for reference purposes. A stock of (mostly) unchangeable knowledgeable insights that can range from the fundamentals in setting up a marketing company/brand, to content marketing 101.
The second is lesson based, where you provide a number of short, teachable tips about the changing landscape of the industry using your brand as the model. Whereas creating stock educational content will bring in people with a lot more understanding and experience, the teachable tips, casts a wider net. It reaches people who might be interested in learning a little more, but aren’t quite there yet in regards to having the skill set or being able to put your lessons into practice.
Educational content is still content and you can choose a means of expression that works best for your brands style and tone, be it Blogs, Podcasts, YouTube videos or Infographics on social media. Any of these could quickly gain popularity and give your brand an element of credibility, which recharges your audience inflow.
Whichever method you choose, by giving back, you are gaining, not just an audience and their engagement, but a sense of pride.
There will always be a method or a tool to give your brand an edge. What matters is the utilisation of these tools, implementing them so that your brand doesn’t remain stagnant whilst your audience and the terrain of the industry adapts and changes around you. Not all of them will work for your brand, but it is being in the know about what is out there, and being pragmatic in determining whether it will take you to the next level.