If you’re struggling for inspiration on your content marketing strategy, why not look to what the bigger brands are doing? Just because you don’t have their budget doesn’t mean you can’t borrow their tips.
Sometimes, going pro on a strategy can yield big results. To see how a few successful founders had done the same, we asked a panel of young entrepreneurs from YEC for their suggestions.
Paying for Premium Photos
Most small businesses source free images across the web, which vary in quality and tend to be over-circulated. We’ve made it a point to pay for quality, hiring experienced editors and writers, and paying for premium photos that help us appropriately illustrate the stories we tell. And the investments pay off tenfold because our audience appreciates the real work we put into the content we produce.
Using Tumblr to Amplify Content
Tumblr is a platform many large brands use to post different kinds of content where it is easy to share. On our Tumblr, we highlight the beauty products we’re featuring, spotlights of our members and post interviews and behind-the-scenes content. Tumblr consolidates our diverse content, and enables our pictures and text to get discovered by more consumers.
Telling Stories Using Video
We recently started reaching out to customers and asking them to share stories with us on video. We went out and filmed on location with them, with the goal of putting together a compelling video package that we could share on our social networks and on our website. They essentially act as customer testimonials for us (just like any of the GoPro videos), but are more effective because they focus more on the client and less on us.
Creating BuzzFeed Articles for Product Releases
We’re getting behind BuzzFeed content creation in a big way. We’ve seen our community posts (which we aren’t paying to promote) drive thousands of dollars in sales of ZinePaks. We’ve found the key is making the content short, relevant, and funny, and not overly hyping the product. As a community member on BuzzFeed, you can submit one post per day for editorial placement consideration.
Syndicating content from other top sites is a great way to get amazing content. You need to establish a relationship with the other people, then repost and credit. You can get awesome content on your website this way. In the same fashion, if people syndicate your content then you will gain more traction, readers and potential customers.
Making It an Inclusive Process
We require all staff to be actively engaged in our content marketing efforts. This creates an expectation that team members must continue to stay on top of their game and think deeply about our work. Making content marketing an inclusive process prevents one team member from becoming the brand.
Using Cloud-Based Content Planning Tools
Using a cloud-based content planning tool like DivvyHQ is something that helps change the game of content marketing. Big companies like Toyota, Wal-Mart, and 3M are using DivvyHQ to alleviate the headaches that so often accompany content planning. It shares editorial calendars, keeps data secure and manages multiple types of content. It works for entrepreneurs, too as it helps organize your best content and your team.
If you can get somebody to sign up for a webinar, they likely are or will be a customer. These are a great way to obtain a deeper level of engagement with prospects who are looking to either explore specifics around your product or possibly a specific industry conversation topic that you can tie back to your business.
Featured Image: Melpomene via Shutterstock