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Content as a marketing strategy

Content is always at the heart of any successful digital marketing campaign as it connects the brand with its audience and provides them with value.

Mastering content creation and distribution for your brand the right way is a difficult and long process.

In this article, we will talk about the importance of content in 2019 and some of the best strategies to create and distribute a valuable content on Social Media and other platforms.

Why content is important in 2019?

The number of businesses that are running ads on social media is increasing day by day, Social Media users are getting tonnes of ads once they start scrolling their newsfeed, the competition is getting stronger and the audience is getting smarter day by day.

❌Most people’s Ads are failing
❌Most of the businesses are failing to get the attention of the users
❌Costs are increasing
People are thinking that ads are dying

But the problem is that 99% of the marketers are underperforming in the amount and quality of the content they put out every day.

Just posting your product’s photo on social media and updating your website content every 6 months is not working anymore.

People stopped paying attention to that type of posts, they started to consume only a meaningful and engaging content that educates or entertain them.

In today’s digital world providing the right message to the right audience at the right time is important, in order to achieve that, each business needs a well-structured content strategy.

Content Building Strategy

Because you need to produce so much content on a daily basis you need to have an effective strategy to save time and provide value to your audience.

First, let’s divide the content building strategy into three stages

Stage one – Research: In this stage, you need to start searching and planning for the topics and trends you will be writing or talking about. Then transform it into a long-form piece of content (i.e article, podcast, long videos, etc).

(Note: The topics must be relevant to your brand’s message that you need to provide your audience with)

Tools and platforms that will help you to search for content ideas

  • Google Trends: Google trends can help you to explore the latest trending and rising topics that people are searching for, it can be a great inspiration to find new content ideas.
  • Medium: One of my favourite platforms to find interesting articles about any topic.
  • Feedly, Quora and Reddit: are great sources as well to find the latest news.

Stage two – Repurpose into micro-content: Once you have your main content produced, you need to repurpose it into micro-content to be able to share it and distribute it on social media or other platforms (i.e photos, short videos, gifs, memes, stories, etc).

To get people’s attention on social media you need to use the platform’s native language that’s why each piece of content must be designed especially for the platforms that you will be sharing it on.

For example, long-form videos work best on Youtube and IGTV, short-form videos work best on Facebook and Instagram posts.

Stage three – Distribute: This is the most important stage in the structure, once you have produced your long form and short form pieces of content you need to distribute it on different platforms.

Long-form pieces of content:

Articles: can be posted in your blog then you can distribute it by sharing it on Medium, Facebook, LinkedIn and Twitter.

Long form videos: Long form videos works best on YouTube and can be shared on IGTV as well.

Podcast: Podcast must be distributed on the strongest audio platforms including (Spotify, SoundCloud, Apple Podcast, etc)

Short from pieces of content:

Short form videos: You need to take the best moments from your long-form video and transform it into short videos then share it on Facebook, Snapchat, Instagram feed and stories.

Photos: Photos can be shared on Facebook, Instagram feeds and stories plus Twitter feed and Pinterest.

(Photo content idea: Quotes and tips works great to engage your audience)

Short form texts: Short form texts work best on Twitter and Quora, lately it’s working on Facebook as well, as it drives engagement.

GIF Content: You can also repurpose your long-form content into GIFs and share it across Facebook and Twitter.

Using this structure you will be able to produce from 1 to 1000 pieces of content within a short time. It is scalable and fits small, medium and large business’s strategies at the same time.

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