Deliver high quality content pieces
Make content quality a primary consideration when working on your campaigns. Take the time to put a thorough editorial review process in place that ensures that every piece of content that leaves your digital doors is free of errors and reflects well on your company in order to prevent low quality articles from tarnishing your brand’s reputation.
Share content pieces that are interesting
If you want to give your content marketing campaign the best chance at success, put some effort into identifying topics that you can cover in some new and interesting way. Don’t just regurgitate the same old topics that have already been covered in your industry hundreds of times before. Bring something exciting to the table and you’ll dramatically increase your odds of encouraging viral sharing.
Deploy content pieces in the right medium
In addition to building high quality content marketing pieces around interesting subjects, it’s also vitally important that you consider the type of materials you deploy. There are plenty of different formats that content pieces can take, including:
- List posts
- Case studies
- “How to” articles
- Image posts
- Link round-ups
- Video files
Pay special attention to the types of links that are shared most frequently on the Twitter and Facebook profiles of your industry’s authority figures, as these will give you some insight into what types of content your niche supports.
Publicize content pieces
Link to your content from within your social network profiles – although, even then, you shouldn’t do a “once and done” mention. Look for opportunities to share your materials on other web properties. One obvious example is sharing your video files on Youtube in order to boost your audience exposure, though there are plenty of other content sharing alternatives you’ll want to consider as well.
Commit to regular content releases
Often, it takes time to understand what works – and what doesn’t work – with your particular audience, which makes giving up too quickly a surefire way to screw up your content marketing plan.
Measure the ROI of your campaign
If you’re using content marketing as a technique to increase sales on your website, set up the necessary tracking systems to determine whether visitors that arrive on your website and convert to buyers came from your content marketing efforts or from some other traffic source. Depending on the complexity of your website, this can be challenging to set up, though most online businesses will be able to use the Event Tracking and Advanced Traffic Segment features within the free Google Analytics program.