Content marketing is the new black when it comes to online promotion for a business or a brand. It is used successfully by some of the world’s most prestigious brands, and it spreads beyond a static website all the way over social media channels and platforms like Facebook, Twitter, Google+, Instagram, Pinterest, LinkedIn, and beyond.
However, each of these channels and platforms require different content marketing strategies, and all need both copywriting skills, and visual aids to convey compelling messages.
To build up a content marketing strategy that will make your content go viral, but, more importantly, a strategy that keeps your business safe from Google penalties like Panda, or Penguin, and doesn’t cause your business to be banned from social networks, you need to follow certain rules.
Don’t Duplicate
The biggest mistake marketers make when it comes to content distribution is believing that content works the same on all social media channels. Articles that populate your site or blog can be shared by your readers as they see fit, but when you want to share a story yourself on various social media platforms, you need to use your own voice, re-writing the story, or a story summary, to fit the channel.
It is not a good practice to “copy-paste” paragraphs from an already existing article on your site, and to publish them on Google+, for example. Updates on Google+ are indexed in Google’s SERPs. If the content you share on your G+ profile duplicates other content, one source will be excluded from the main results, landing in the supplemental results.
Another reason not to duplicate is to keep your followers happy. Some Facebook followers may also follow you on Google+. Respect your communities, and don’t subject them to redundant messages.
Tailor Content for Each Social Media Channel
There are general rules that apply to all social media channels that allow you to share content with your followers: use #hashtags sparingly, don’t publish content for which you do not hold copyrights, don’t spam, etc.
However, there are also rules that are specific to each social media channel individually.
On Twitter, for example, you have 140 characters to call to action, plus the option to include a video or image to make your message richer. Try to use Twitter’s own app to upload images, and use Vine for video.
Facebook and Google+ allow more flexibility for text updates, both on business pages, as well as on personal profiles. Awake your inner storyteller, and make your messages compelling for your audiences. Although there are no limits to how many characters you can use per update, it is advisable to keep posts at 250 characters or less. If the message needs to be richer, you can always enhance it with a compelling, original, image. Remember not to duplicate posts on Facebook and Google+: the same story can be told in different ways.
Images Convert Best
Images are mandatory in any content marketing strategies: they are easy to share, appealing to the public, and can help building a stronger brand, especially if you find creative ways to include your logo in what you share.
Infographics are the best way to include your logo, while also offering compelling, useful information to your target audiences. Infographics are easy to share, and the more interesting they are, the more viral they can get.
Don’t neglect the power of banner ads either. Both Google and Bing have made significant updates in 2013, now allowing large (up to screen wide) banner ads. Have a smart strategy for this type of content too: it could become the main gate that brings visitors to your site in the near future.
Besides optimizing your images with alt and title attributes, also optimize them for mobile devices: according to Forbes, by 2017 (if not sooner), 87% of connected device sales will be smartphones and tablets. To remain competitive, your online content needs to be presented on sites with responsive design, as recommended by these guys.
You can, sometimes, post the same image on different channels, like Twitter, Instagram, Pinterest, and so on. But, to avoid duplicate content issues, use different text descriptions, calls to action, and other types of text content, as needed.
Smart Video Content Goes Viral
Compelling video, which incorporates good storytelling, a great script and flawless execution, can be a powerful tool in your content strategy. One of the best examples in 2014 is this ad by Procter&Gamble:
But you don’t have to create an ad to tell a story. Use Vine and Instagram video to include funny, engaging video updates in your content strategy; and use YouTube as a business channel, featuring both “serious” brand updates, as well as other interesting video content, like interviews; fun, random videos; and everything else compelling for your audiences. Brand your videos with a watermark of your logo, to identify yourself as the author/ copyright owner, but also to boost brand awareness among viewers.
Like images, shared videos are often accompanied by text: video title, tags, descriptions. Again, awake your inner copywriter, and write compelling titles and descriptions for what you have to share. There are many free apps to use on your smartphone and tablets for the purpose. Good video editing programs on desktops offer excellent tools to add watermarks, and other relevant data (like copyright signs, links, Twitter profiles, #hashtags, etc.) to your videos.
Conclusion
Beyond general rules that apply to all niches, there are certain content marketing rules specific to each business. Before you start planning a content marketing strategy, make sure you know your audience. Share with them only the types of content that you are sure of, and proficient in: it makes no sense to include in your content strategy topics that you are not familiar with. Respect your readers: they are smart enough to spot your shortcomings.
You can research other companies and brands in your niche, to see how they are using content marketing for success. But don’t duplicate their strategy. Innovate. Bring something new, unexpected in front of your audiences. People react more to new and interesting, than they react to the “same old story” even when you are a more compelling storyteller.