The first step to content marketing is to make sure your content is good enough for public consumption. You have your product, it’s ready to get out there, now you need to make it look good. Products very, very rarely sell themselves. While it is the ultimate goal that you produce something that sits there, looks pretty, and makes money, it’s tough to do.
Digital marketing covers a lot of platforms with many genres of entertainment to be tailored to. Are you advertising on a video website like YouTube or on a written blog? Read on for our guide on how to make sure your content marketing is of good quality.
Many, many media companies are pivoting to video. There is evidence to suggest this is sensible. However, as a society, we have also never been reading more. Facebook, Instagram, Twitter – all these involve serious amounts of reading (and writing). As such, despite many people suggesting we don’t read enough, the opposite is true. Therefore, don’t be afraid of written media. There are a number of things you can do to boost the media into the eyes of your audience.
Keep your subject matter light if you’re not outright talking about the product. An article about the horrors of war with product placement for the latest fast-food deal would be a severe misreading of the room. The obvious things are to make sure your grammar and spelling are correct, but it is vital since it is a common indicator to your audience that a product is a scam. One extra S in “business” could mean the difference between a sale and your website getting reported.
When you’re writing your descriptive blurbs for your product and content, make sure to do your keyword research. It will help boost the Google search results by implementing keywords that your audience is looking for, which is important when no one clicks on the second page of a Google search.
You can look at your website for keywords, find the most valuable phrases with a computer analysis tool and then choose some keywords to focus on. For the best results, you will want a mix of user intent and semantic search terms as well as long-tail and short-tail terms. User intent and semantic search show the difference between terms that could have various meanings or intents, and terms that lead to semantically related search queries. Long-tail and short-tail keywords are simpler. They are just the difference between long terms that will be more specific and more broadly used short terms.
Algorithms will then send the material directly to your audience with a mathematically determined set of rules to determine who that is. Keywords will feed this, as well as the material created.
Algorithms are helpful in ranking search results. They also push advertisements implemented across social media platforms. What content you push will depend on the platform you are using. For example, photos are more suited to Instagram. However, YouTube prefers longer adverts where TikTok has a 30-second video limit.
You can also set up affiliate links with influencers. These can come in the form of links embedded in an article or blog post, or a “swipe up” moment in Instagram stories, or even a call to action from a video-based prompt. The seller has the audience, the affiliate has the product. The seller can be paid per click or an overall amount.
Crucially, affiliate links gather data. Every click is recorded so that you know what website they came from and what they are looking for. Knowing this will save you from spending money on content marketing that is not gaining enough footfall.
Make sure your video looks professional with a high-quality camera, but that isn’t the be-all and end-all. There is positioning to think about, setting, lights, shots, effects, wardrobe, props, music, and editing style. Because YouTube is “the website where anyone can pick up a camera and become a star” it is really obvious who was starting yesterday or simply doesn’t care, and those who have experience. Professional-looking content marketing for your product will make it easy to stand out for all the right reasons.
You don’t have to stick to trailers and adverts. Get creative. Film a demonstration of the product. Go out into the world and have people try them. Ask for reviews.
For example, if you’re selling a new drink, you can do a taste test somewhere where your demographic is likely to be. A high-class wine can be outside a restaurant, an energy drink can be taste-tested at a skatepark. Let people say what they think and edit it into an engaging piece of content.
Think about what you are trying to say with your product and react accordingly. If your demographic is targeting young people, add a lot of colors and fast-paced cuts, go for a calmer feel, maybe filming in nature if you’re aiming for an older audience.
If you are creating an advert for Spotify or radio, keep in mind that the ears are more critical than the eyes. They will pick up on heavy breathing, fuzzy sound, trips over your tongue, and any other mistakes. Implement a lot of sound effects and music to keep it engaging.