How Medium Affects Your SEO and Content Marketing

You most likely have heard of a site called Medium.com if you’re looking to develop a marketing strategy centered around content and SEO. It’s a platform designed for both new and experienced bloggers. The site’s simplicity is one of its major attractions for individuals and companies. You can open an account and start writing and publishing right away. It’s that easy to use.Therefore, how Medium affects your SEO and content marketing must be addressed.
Medium allows companies to get their content out there, but the way it affects your SEO and content strategy leaves something to be desired. By default, it adds a rel=”nofollow” to every HTML, telling the search engine that the source exists but is not identified.
Even with that concern, Medium still has something to offer businesses. In the following segments, we’ll break down pros and cons to determine how valuable a marketing tool the site is.

Breaking down Medium

Medium.com was founded by Ev Williams. The site is set up as a hybrid social media platform/CMS/online community. As it grew, an increasing number of businesses used it for their blogs and other content. However, just because other businesses use it doesn’t mean you should.
Advantages of blogging with Medium:

  • Medium has a beautiful and professionally designed site, making it practical for businesses to use.
  • It has high credibility thanks to its structure and growth, meaning content on the site is trusted.
  • You can import from anywhere on the web where you have blog content.
  • Your audience can come from your other social media platforms, allowing for built-in followers.
  • Engagement is real and measurable thanks to the focus on reading time and on how many readers read to the end.

Disadvantages of blogging with Medium:

  • To make it work, you must put in a lot of time that could be spent elsewhere.
  • Keyword cannibalization can occur even with the rel=canonical tag applied.
  • Building an email list is difficult, and your only options are call to actions or in-line forms. In-line forms are a no-go for those focused on SEO.
  • You don’t own Medium, so your company is subject to rule, site or terms of use changes that can affect your strategy.
  • Lack of available backlinks and the inability to expand an email list, among other concerns, means Medium offers no immediate SEO value.
  • Full use of the site requires a membership fee that is reasonable, but you’re still paying for something you don’t own.
  • You can’t post to your own site because all content must be original.

How Medium affects your SEO and content marketing

If SEO mastery or full ownership of your entire content marketing distribution is your goal, Medium is not the right fit. When possible, it’s always better to keep ownership in your hands, not in another company’s.
However, how Medium affects your SEO and content marketing is a big deal. No doubt Medium has plenty of uses for many businesses, especially if they want to increase their audience quickly or need a content-heavy site with minimal web development. Medium may be right for you if you are just starting and need help.
For more about creating content, contact Tempesta Media.

How Many Content Pieces Should You Create, Post, and Promote?

Budget, time, and content marketing goals are the most important deciding factors when it comes to determining the quantity of content you wish to create.

Content marketing frequency recommendations for small companies

Small companies and start ups typically feel that their marketing teams are stretched too thin. They wear many hats so scaling their content marketing department can be the most challenging. Instead of creating many pieces of content and promoting each one individually, small companies should consider picking one or two articles each month. Focus on those articles, re purpose them, promote them, and drive traffic to them so that you can get the most bang for your buck. 

These pieces of content need to be syndicated and promoted heavily using that same ratio that you identified with proper content marketing budgeting. So as your business grows, you’ll simply begin promoting more pieces of content. If you’re a larger company with a large budget, you can spend even more money on the promotional aspect that goes with it. In addition, they also go with much longer pieces of content.

While a smaller company may average 800 to 1,200 words for each piece of content that they’re reading, larger companies tend to go and promote mid- and lower-funnel type of content. These tend to be e-guides, case studies, and other long-form content that are over 2,000 words. That’s how they’re able to go and scale up their programs significantly.

Content marketing budgeting – B2B versus B2C

It does change from industry to industry. For B2B, the emphasis is on promotion. For B2C amplification, the emphasis is actually on content creation. For B2B, I recommend budgeting two to three times the cost of content in terms of promotion. In the B2C side, you may see a 1:1 ratio because getting that content out and using initial promotion tend to go out to a much larger audience.

When you have a larger audience, there’s a higher likelihood of getting morality associated with the content and getting rankings to appear faster. On the B2B side, you tend to have a much smaller audience, which means you have to work that much harder to be able to go and get the word out about the content that you’re creating.

How to Allocate Your Content Marketing Budget Between Creation and Promotion

This question comes up often and is an area that many content marketers struggle to deal with.

The ideal allocation that we’ve seen across our customer base ranges from two to three times the amount spent on content. That means that if you’re putting a budget together for every dollar that you spend on creating the content, you should spend an additional $2 to $3 dollars on promoting the content. Many companies in the B2B space don’t have a very large social media presence or prospect database of which to work with, so they have limited distribution on what they can do with their content.

Oftentimes, they’re going to post that content to their blog. They may share a snippet of it with their social networks or send out an email that invites prospects and customers to go and read the blog post. Even if a customer or company does all those things, it’s not enough. To be able to go to move the needle significantly, companies need to look at other ways that they can go and promote that content on the internet.

Allocating the Right Budget

Before you determine how you’re going to go and promote the content, you need to establish a budget. For example, most pieces of content typically run between $100 and $300. To ensure success, you should allocate between $600 and $900 per content for the promotion of it.

Establishing Goals

This is going to vary depending on what types of goals you have before you even get started with any type of content marketing program. You need to have clearly established and quantifiable goals so you can measure how well your content marketing programs are doing for B2B companies. The best approach is establishing multiple goals depending on where a prospect comes into your company and how they ultimately come out as a sale.

Your goals for each part of the funnel vary:

Top funnel – Goals include visitors to your website, time spent on your website, number of page views.

Middle funnel – Goals can include where they have gone and read other content on your site or whether they have gone and signed up for a newsletter. These goals can also be whether they’ve downloaded a new guide.

Bottom funnel – Goals are associated with things such as leads and sales.

How Do You Create Goals?

First, you need to have a balanced set of goals equally weighted based on what your company’s corporate objectives are.

Next, establish is what is the cost per sale and cost per lead. That should be coming from this program versus your other digital marketing programs for content marketing. It works differently than what you see with traditional media.

For example, if you were to run a Google AdWords campaign, the amount of money that you spend is directly correlated to the immediate actions that happen. Let’s say you bid on certain keywords such as “content marketing” and allocate $500, that money is going to be spent fairly quickly.

Whatever happens as a result of that, in terms of clicks to your website is fairly instantaneous.

There is also little tail effect that comes with it. This means your campaign is only going to produce as well as that first 30-day period by which the campaign is run.

Another example is email. When you run an email campaign, you send that email out and the vast majority of the responses come in within the first 96 hours.

In fact, over 90 percent of all responses come in within the first 96 hours. So that means you’re going to know pretty quickly whether your campaign is successful or not and what the cost per lead is.

Content operates very differently from this. When content is first published, there is going to be some initial pickup that comes with it in terms of traffic leads and so forth. However, unlike other marketing channels, the real benefit with content marketing is that performance, while it does dissipate to some degree, continues for an extended period of time.

This is because the content itself is evergreen by nature, especially within the new site. Over time, as you start compounding and adding other pieces of content to your content marketing campaign, you start picking up higher rankings within search engines. This means more organic traffic coming in. On the social side, you start to see some veracity that happens especially if you create some compelling content.

Finally, on the influencer side, it’s content syndication. If those are running for an extended period, you’ll also pick up from that. You need to keep that in mind when you’re trying to determine what the financial goals and cost per lead are.

With a content marketing program, traditional digital media campaigns are running in 30-day increments. This means that most of your results all happen within a 30-day period. Content marketing does not have that same alignment. Most of your spending is done within the 30-day period. However, the performance is advertised over a very long period and could be up to 2 years.

What Are the Best Ways to Budget for Content Marketing?

For small companies that are $5 million or less in revenue, they can go with anywhere from two to four pieces of content per month. They can also allocate on the ratios between promotion and creation.

On the B2C side, it’s the same thing. If you are a company between $5 million and $50 million in revenue, you’re large enough to have a much more robust content marketing program. From there, you can start introducing other portions of an overall content marketing budget. You can include content analysis and content strategy, which requires heavier allocation.

Promotion is even more dramatic as well as the content frequency. What we’re seeing is that companies are allocating anywhere from $100,000 to $300,000 of content marketing spend on an annual basis. If you’re under $5 million dollars in revenue, we’re seeing anywhere from $10,000 to $15,000 being spent.

The percentage is being allocated by size of the company. Smaller companies tend to spend a larger percentage of their digital marketing budget on content marketing than larger companies do. This is because content marketing has a much higher ROI associated with other marketing channels for larger companies.

Content marketing is an excellent channel for them, but they very quickly reach saturation. It forces them to go into other digital marketing programs to build that success.

Tempesta Media’s Simple Social Share

Tempesta Media offers a micro-influencer solution called Simple Social Share. It allows companies to be able to go and invite micro-influencers to share the content that we create on their behalf with their social media followers. What this does is it creates an amplification effect and drives new people. This can be incredibly cost-effective, and it’s just one of many different ways that are available to promote the content.

How to publish your content on premium sites

You’ve probably heard the old philosophical question, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Like that tree, your brand’s content needs an audience to be heard. If your company is looking to reach more readers or establish itself as a thought leader, you should be thinking about content marketing placement.

How content marketing placement grows your audience

You probably already know that the right content marketing strategy generates new leads and enables your company to grow your revenue. When you consider that 70 percent of consumers prefer to learn about brands from articles rather than ads, it makes sense to tell your company’s story with content. The goal of content marketing placement is to get your ideas in front of the appropriate audience.
When done successfully, it can help your company increase its brand reputation, present itself as a leader in your industry and introduce you to more prospective customers. Imagine if you could speak directly to the readers of a major publisher such as the Business Insider, Forbes, Inc., or Fast Company?
Placing content on a general news site increases your brand recognition, while getting published on a more targeted site such as TechCrunch helps to establish your credibility. By leveraging earned and sponsored posts on premium sites, your company can drive more traffic to your own website. These steps will help you figure out where to pitch your content, what types of articles are most successful and how to increase your chances of getting published.

Choose the right site

Rather than spending hours submitting content to all sorts of sites, consider the audience that you’re trying to target. What are your customers and prospective customers like, and what sites do they visit? Similarly, you should also consider your brand’s image. Who are you as a company? How would you describe your brand’s personality and values?
While you may be tempted to base this decision solely on a site’s traffic, considering compatibility will increase the chances that your content will be published and reach the right readers. Look for a site that is a good fit for your company’s target demographics and branding.

Research their requirements

Each site has their own submission process and guidelines. Some, such as Forbes and Entrepreneur, have a process for prospective writers to register as contributors. To be accepted as a contributor, you will need to demonstrate that you’re an expert in your field who can produce content that will appeal to their readers. These sites require links to your social media profiles, details on your expertise, a few ideas for articles and samples of your previous work.
Other sites such as Inc. allow potential writers to pitch a story or apply to be a contributor. To pitch an idea, submit a short, straightforward summary of a specific article that you believe they would be interested in featuring.
Most commonly, however, sites such as the Huffington PostFast Company and Business Insider require that you submit a completed article. Before submitting to these sites, you should carefully review their guidelines and select a polished, original article.

Tell a compelling story

As with all content marketing, the originality and quality of your work make all the difference. Major publications each have their own unique brand and style. Before you attempt to submit an article, browse the site to take note of what types of stories are currently featured.
Creating a unique article that represents the site’s tone will work better than trying to repackage content that you already have. Remember that the vast majority of sites require that content be entirely original, so they will reject submissions that mirror content posted on your website or blog. To increase the likelihood that your article will be published, choose a topic that is timely and relevant for the audience.
Expertise and credibility matter a lot to major publishers. Your work will be better received if the attributed author is a senior leader in your company. Don’t worry if this person doesn’t have the time or writing experience to draft an article. Many top contributors outline their ideas and hand them over to a professional writer to create the finished product.

Promote your brand subtly

While your first instinct may be to mention your company’s name as frequently as possible, it pays to adopt a more objective tone. Focus on providing value to your readers. Articles that read like new stories are published much more frequently than those that read like a brand’s press release.
That doesn’t mean that you can’t incorporate your marketing objectives. Choose a topic that’s relevant to your target demographic and industry to demonstrate your brand’s thought leadership. To drive traffic to your website, link to research that your company has conducted or related content on your blog. Mention something innovative that your brand is doing that pertains to the topic.

Consider sponsored content

If you want to market your brand more directly, sponsored content services may be a better fit than earned media. Forbes BrandVoice offers marketers an opportunity to publish “advertorials” alongside their editorial content. As part of this service, advertisers receive native ad placement, social media promotion and reporting data from Forbes.
Of course, this premium service comes at a premium price. Packages start at $50,000 and cost much more if you want to add real-time analytics and content creation services. Paid content is also clearly labeled, so most readers can quickly distinguish it from the site’s editorial content.
A less costly way to get your sponsored content published is to partner with an industry blog or influencer. Some blogs will allow brands to pay to feature a post on their site. To get started, check to see if the blog posts content labeled “sponsored” or “presented by” or has a “partner with us” page.

Explore alternatives

So what can you do if your article isn’t a good fit for the big sites and paid content isn’t in your budget? Consider self-publishing on a popular open platform.
If you have a large professional network, you should be sharing content on LinkedIn Pulse. The platform provides a simple, free way to publish text, images and videos. While you can use LinkedIn Pulse to share almost any content you want, you need to do the work to promote your piece.
A quick look at the trending stories will give you an idea of what types of content perform well on LinkedIn. Whatever your topic, start with an engaging headline; it’s all your contacts will see when your post appears in their feeds. Be sure to also add the appropriate content tags to help more readers find you.
You could also post your article on Medium. Like LinkedIn, the platform allows anyone to publish their content for free, and it boasts 60 million readers a month. You can also cross-post content from your company’s blog to expand your audience. By using Medium’s official tools to import your article, the site will add a link to the original.
Some argue that cross-posting content hurts your website’s SEO, but publishing in multiple locations places your ideas in front of more potential readers, which is the main objective of SEO. However, third-party platforms can change or be shut down with little or no notice, so smart brands don’t publish all of their content on one site.

Use content placement to expand your reach

Creating engaging, high-quality content is always the first step to connecting with your audience. Publishing on a major site such as Forbes or Fast Company can help your work to reach more readers and position your company as an industry leader. To increase your chances for publication, follow the site’s guidelines carefully and submit original content that appeals to their readers.

Growing your customer base does not have to be costly

A consistent challenge every marketer faces is working within a budget. Any marketer’s primary goal is to grow its customer base, but sometimes it is difficult to accomplish this without putting a big dent in the company’s budget.
Experts say it is far more costly to gain a new customer than to retain an existing one. However, with a strong content marketing strategy, it is entirely doable to simultaneously reach out to new and existing audiences in a way that is affordable.

Developing a strong content marketing strategy

If it’s done right, content marketing not only costs far less than traditional advertising approaches, it also generates about three times as many leads. The key to growing a customer base with content marketing strategy is to understand the process. Here are a few questions to contemplate while determining the best course of action:

  • Understand your audience. Who are you helping and why?
  • How does your strategy fit into your overall business plan?
  • Can you execute your strategy or should you hire an expert?

According to one study, 60 to 80 percent of satisfied customers do not return to a business. A peculiar statistic, isn’t it? Logic would say that a satisfied customer would also be a returning customer. Interestingly enough, it turns out the primary reason they don’t return is due to a “lack of connection” with that company.
By offering targeted and innovative content, marketers can grow and solidify strong connections with their customers and, through the nature of sharing, continue to expand their base.

Construct interesting content

By and large, content marketing is a great way to grow brand visibility, showing customers what a company is all about and positioning it as an expert in its respective industry. However, before a campaign commences, it is essential to understand what content marketing is and what it is not.
Indeed, successful content marketing is more than churning out daily posts on your blogs and social media. Static, unimaginative content will quickly grow stale with current and potential customers. The primary objectives are to focus timely, focused and shareable content. To construct a good blog post, an article should:

  • Be consistent in voice. Decide on the voice of the company or brand and stick with it.
  • Focus on points that resonate with readers. If the article includes a relevant and thought-provoking point, readers are more likely to engage with and/or share that content.
  • Include imagery that complements the content, making it more interesting and expanding the story being told.
  • Articles should be well-organized and structured, and flow smoothly. Be sure to integrate subheadings and bullet points to make your words more digestible.
  • Make unique content, because online readers typically bounce from pages sharing the same generic information everyone else posts.
  • Ideally, the content should lead to some type of “call to action.” What is the next step readers should take?

Remember, today’s web readers are picky and like a variety of easily digestible content. A successful content strategy initiative must stand out and go beyond straight-forward blog posts. Content such as short videos, e-books, info on event-based activities and other promotional tools is what will attract customers and keep them. Ultimately, if audiences see a steady stream of distinctive content, they will be much more inclined to keep coming back for new posts and sharing what they see.

Challenges marketers face

It’s not unusual to feel flat-footed by the prospect of creating content strategy that flourishes and retains customers. In fact, 52 percent of marketers say they find producing engaging content to be their biggest challenge. According to Hubspot, customer & visitor content engagement was second only to producing enough volume. For those who struggle in this area, hiring outside content experts to execute the brand strategy is a smart and cost-effective solution. According to statistics, 62 percent of companies hire content experts as the answer to their content challenges. Tempesta Media thrives in this space; helping companies refine and define their brands.
Content strategy is more than just writing blog posts or determining how much content is enough. Tempesta Media offers full-service solutions: thought leadership, strategic execution and distribution. Our mission is to deliver expert content at a cost-effective price.

Micro-influencer marketing at scale

Micro-influencer marketing at scale now available to SMBs

We are happy to announce our partnership with Vendasta. SMBs across the United States and Canada can use Tempesta Media’s micro-influencer marketing solution: Simple Social Share. It is available through Vendasta’s marketplace.

Small business challenge

Small businesses struggle with word-of-mouth marketing. This is especially true with digital word-of-mouth marketing. First, available options are expensive. Second, they often require significant expertise. Finally, they demand big time commitments.

Also, it has been especially hard for small businesses to build up their social media following. Beyond newsletters and adding their social media links to all marketing materials, there are few cost-effective options available.

Driving visibility and engagement

Because of our partnership with Vendasta, we can now help small businesses drive visibility and engagement. As a result, by subscribing, customers can easily launch targeted micro-influencer marketing campaigns using just a few mouse clicks. Simple Social Share can be effective for marketing to both prospects and customers. Here’s more detail on our partnership with Vendasta.

Relationship overview

Vendasta, a leading company in digital sales solutions and marketing tools, has revamped their Social Marketing product. New features include an updated user interface, mobile-friendly capabilities, and new social platform integrations. Social Marketing, which provides easy to use social media management services to clients, has also added to its repertoire of social products. Social Marketing users now have access to social products such as Simple Social Share and GetSocial. Simple Social Share by Tempesta Media allows businesses to engage with local influencers who can promote a client’s brand or product through social media. GetSocial produces insightful analytics, allowing clients to get a read on their content performance. These additions to the Social Marketing suite will give clients the tools they need to further amplify their brand.
Find Vendasta’s full press release here.

How to position the right content on the right social media channel

With so many social media sites and apps vying for an audience, how can businesses find the right channel to introduce and assign their content? Likewise, how can companies discover which sites will drive traffic, increase conversion rates, and improve search rankings? These questions are particularly challenging for start-ups with limited staff and resources.
A presence on different platforms will target different specific markets and create different brand associations. Developing a social media strategy as part of a company’s overall marketing plan is just good business. But the best reason to become actively involved in social media is that the competition is using it. In fact, nearly 91 percent of brands use more than one social media platform.
In order of popularity defined by the number of users, Facebook takes first place. YouTube, Twitter, Reddit, Pinterest, Instagram, Tumblr, LinkedIn, Yahoo! Answers, and Yelp follow behind respectively.

Determining a platform for your company

Each social media site offers something different from the others. One site that works well for one company or service provider may not work at all for another. The trick, then, is for a company to determine which site(s) will be the most beneficial for its specific industry. From there, a company must craft a compelling social media strategy. A company should implement a strategy that drives a message home and ensures its key messages are being heard by the right audience.
Linking social media channels to a marketing strategy is essential to achieve marketing goals, including lead generation and brand awareness. When choosing an appropriate channel or expanding to an unfamiliar platform, it can help to refer to Pew Research Center data. This data outlines key demographics for several social media platforms. For instance, it may be vital for one company to understand that women dominate Pinterest or that 30 percent of all adults online under 50 years of age use Twitter.

Social media influences purchasing decisions

The communications department must consider multiple factors when choosing a social media platform. Demographic data is a vital part of the process. Social media demographics will make sure that you are targeting the right people at the right time. Age, income level, gender, and education all impact which platform will drive the most traffic and generate the most revenue.
Companies must also understand that purchasing decisions are influenced in part by social media. Ten years ago, social media was all about audience engagement. However, today, it focuses on personalization and commerce. Most major platforms now invest in advertising solutions to entice marketers. These platforms assure improved APIs (a set of protocols or tools used to build software applications) and personalized marketing campaigns. It’s easy to understand why almost 46 percent of social media users turn to social media when making a purchase.

Which platform conveys what message?

So, which platform meets the needs of a specific business or service provider? And what channels are competitors using?

Facebook

Facebook is the most popular social media platform on the Internet. When Facebook was launched in 2004, consumers between the ages of 18 and 24 were the largest audience, but, today, women and men between the ages of 25-54 make up 32 percent and 29 percent of Facebook users, respectively. If a company prefers to target a younger audience, Facebook may not be the platform for it. That said, if a company targets a slightly older market, Facebook is a wise choice. Nearly 44 percent of visitors log on several times a day. Facebook users also rely a great deal on likes by friends. It impacts their decision about a product or service and purchasing merchandise. Facebook also allows publishers to target a specific market by likes and demographic data.

Instagram

With 500 million users, Instagram is one of the best platforms for product videos or photos. However, the platform recently changed its algorithm. Now companies have less control over who views their posts. Another drawback is that Instagram doesn’t allow clickable links to a company’s site. However, most marketers will agree that Instagram is great for visual brand-building. Especially if product photos are essential to gaining customers.

Pinterest

If females are the main demographic of a company, Pinterest is the best social media platform for its marketing plan. Especially if food, decor, fashion, gift ideas, or jewelry are part of a company’s product line. It should be noted that Pinterest users log in more often around the holidays, so allocating marketing funds for these times is a smart idea.

LinkedIn

Service providers, non-profit organizations and businesses all belong on LinkedIn. This platform will help companies establish themselves as a trusted brand or influencer in its industry. Additionally, a company can create awareness, optimize its search ranking in Google and post content to generate leads. LinkedIn can expose a company’s brand to more than 300 million users. It is the third most used social media platform among businesses. What’s more, LinkedIn claims that 95 percent of users are college graduates. 43 percent of these grads earn six figures or more.

YouTube

YouTube is the world’s second-largest search engine with over 3 billion searches each month. (Keep in mind that YouTube is owned by Google). There are now more than one billion subscribers on YouTube, and the number is growing. Therefore, companies and start-ups that implement a video campaign as part of the marketing strategy can captivate an audience and ensure a steady increase in website traffic. A company can attract and retain an audience by using audiovisual media to stage a product or service. YouTube is available in 175 countries and in 61 languages, so the exposure potential is enormous.

Twitter

Tweets are only limited to 140 characters (soon to be increased to 280 for a handful of select users). However, companies can tweet to send a message to large numbers of people – fast. This social platform demonstrates that a company is current and up-to-date with the latest trends in social media. Companies can also quickly stay on top of their market segment. They can see what people are saying about a particular product or service and keep an eye on the competition. Twitter is great for networking and refining a company’s brand and is many companies’ favorite tool for engaging with customers.

How many channels can a company manage?

For start-ups and companies with limited resources and time to devote to posting content on social media, the best advice is to be awesome on a few rather than sub-par on many. Most marketers will agree that trying to be all things to all people is a waste of time and does not work, so focusing on one or two social media platforms popular with a company’s ideal audience is a wise investment.
Content marketing on social media in the form of videos, posts, or blogs does not explicitly promote a company’s brand, but it can stimulate interest in a product or service. The right content on the right channel has the power to establish or reinforce a connection with an audience that few other marketing tools can offer. Good content on the right channel has an especially resilient effect as quality content persuades users to click, explore and continue reading.
Companies must also have a reason, or objective, to be on social media: gaining followers, promoting a new product or increasing brand awareness. A company should consider customizing its content to nudge readers into the next level, whether that be buying a product, attending an event, or subscribing to a newsletter. If a company chooses more than one platform, it is also best to tailor content to each platform. For example, displaying a photo of a new product would catch the attention of Instagram or Pinterest users but may not entice LinkedIn users to visit a company’s website. The best advice is to set goals, devise a social media strategy, and let that dictate the decisions made when choosing a social media platform.

Why the right content on the right channel is very important

If content is a star, context is a superstar. Developing the right content is the very best way to market a product today. It is also true that providing value to consumers via social media platforms gives companies a way to engage and retain a client base. However, even the greatest content will come up short if placed on the wrong channel(s). A company must consider its ideal audience when choosing a platform. Then, the company must broadcast on the platform best suited to the company’s needs. When you understand your customers – who they are and what they want – you can optimize your content and fine-tune your targeting strategy.
For more information about how to put the right content on the right channel, trust the experts at Tempesta Media. The range of services and technologies they provide help digital agencies produce quality content for their clients.

Engage an audience online and go beyond self-promotion

Companies should strive not only to distribute great web content but also to engage an audience online. Distributing strong web content is a vital component of doing business these days. Without it, a company website cannot stand out from the competition. And now more than ever, shoppers are looking for more than advertising. They want useful and interesting content that helps them decide how best to spend their money.
It is  important to craft and curate content that is not just about your client’s product or service. Good business blogs do not just talk about themselves and focus on straight marketing pitches. They share a variety of content that will engage an audience with the goal of getting readers to spend more time on the blog and maybe even recommend it to a friend.
There are many ways marketers can indirectly promote their clients through the content its agency distributes.

Noteworthy news

No matter what industry your client is in, there is likely to be a constant flow of industry news available on the Web.  Sharing some of this news with blog readers can boost the your client’s credibility. Consider posting direct links to news stories with a brief blurb presenting the company’s viewpoint on — or analysis of  — what has transpired. Examples of newsworthy types of content might be:

• New laws that directly impact an industry.
• Legal cases that are filed or reached a decision.
• Product recalls.
• Global events that can impact an industry.
• Mergers or acquisitions.

These are just a few possibilities of news ideas, but there are plenty of ways to share noteworthy news. It is a good idea to subscribe to different reliable and non-biased news outlets to keep abreast of what is happening in your clients’ industries. The more you understand the news that affects them, the better content there will be to share.

Industry trends

Industry trends are another way to promote clients without appearing to sell. Your clients’ customers will appreciate being kept up to date on new industry developments. For instance, the tech industry changes fast and new innovation can have a ripple effect on other industries. New industry-specific software, mobile products or other releases are good trends to watch.
Trends can affect pricing, manufacturing costs, marketing approaches (i.e.,  consider how much the social web has changed the dynamics of promotion), or other business processes.  You could share articles on consumer buying habits and demographics, any declines in the industry, or any other type of statistics that relate to your clients’ industries.
Keeping an eye out for current or emerging industry trends is also a great starting point for creating informational content to share. Businesses want to remain competitive and their customers (especially if they are B2Bs) are likely to be interested in related industry trends or statistics.

DIY, “how to” or other informational articles

Customers like it when businesses are helpful. Sharing expertise and tips makes for great blog content and is a terrific approach to indirect marketing. Of course, the type of articles will vary, depending on your client’s line of work. Here are some examples:

• A hardware store chain offers seasonal maintenance tips to their customers, showing them how to avoid costly expenses if these annual tasks are neglected.
• Legal firms can share information on writing wills or other personal legal issues.
• Insurance companies can offer information on home security, ways to lower car insurance or how to protect financial assets.
• A pet food chain can provides recipes for homemade dog treats, tips for adopting a new cat or dog, or share details on other useful pet products not necessarily related to food.
• Doctors or medical facilities can share tips about healthy eating, getting exercise or caring for an aging parent.

Every industry relates to everyday life in some shape or form — be it business or personal. The options are truly limitless. The main thing is to understand your client’s industry and then come up with content ideas.
Tempesta Media is a managed services provider for custom content. We are able to help you with strategy and content ideas for client websites, blogs and other types of digital information. With more than 11,000 vetted professional writers in our network, we can match you with writers that understand specific industries to help you craft original content to meet client needs.
If you have a content marketing program, or are planning one, download our ebook:  100 mistakes businesses make when starting, optimizing and scaling content marketing programs.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.
 

Get more information on what Tempesta Media can do for you.

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