The dictionary definition of Content Marketing is simply this:
“a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
“social media is an integral part of content marketing”
One of the questions we are often asked by our clients is “How do I create enough content for my website and social media?”
It is a really good question as a lot of us do struggle with thinking up interesting, witty, informative and appropriate “stuff” to post out.
The first thing to consider in answering this question is “think outside the box”.
It’s important when you are writing blogs or sharing posts or articles, that you open your mind and try to get in to the psyche of your customers and clients, try and think of things that will appeal to them and that are “related” to your business.
This doesn’t mean that every Tweet you Tweet or Blog post that you write has to be firmly entrenched in your industry or your specific business but it does need to have some relevance.
So, now we get to the heart of this blog…. Becoming content conscious!
It’s really quite simple, and, like all simple things, will no doubt appear blatantly obvious once you know it.
The best way to explain what I mean is to relay a short story about a client of ours who are a drain cleaning company.
In the early days of our relationship we sat in a marketing strategy meeting and were discussing what they were going to write about for their website blogs and what they could post out on social media for that month.
To be fair, and I’m sure they would agree, they were not particularly experienced in producing content and writing about their business, and were really struggling for ideas. It was pretty daunting for them.
“What on earth would people find interesting about clearing drains?!” They exclaimed.
My response was simply… think about your recent jobs, where have you been, what did you do?
They thought for a moment and said that last week they got a call to clear the drains of a pub. Ok, nothing particularly interesting so far.
“Where was this pub?” I asked. “East London” they replied. “It was a pub called The Blind Beggar in Whitechapel”
“What”, I exclaimed excitedly, “the pub where the Krays frequented and is allegedly where George Cornell met his demise at the hands of Ronnie? And, where the Salvation Army was formed by William Booth?”!
“Err, yes, that’s the one” they said.
So, here we have a great story unfolding… what did they find in the drains, does the pub attract tourists with an interest in the macabre, did the pub have an eerie atmosphere?
So, we quickly wrote a short article about getting call out to go to The Blind Beggar and how it spiked our curiosity as to what we might find. In actual fact they found nothing at all but it did provide content for an interesting short piece about never knowing what they might find under the streets and buildings of London, and was a great excuse for doing a bit of research and writing about the notorious London gangsters!
So, just try and think and be content conscious, when you are out and about doing what you do in your business, about instances, or people you meet, who might provide an interest story or an amusing Facebook post.
Did you meet a famous or fascinating new client? Did something out of the ordinary happen to you that day? Did you see something funny or unusual? Did you finish an awesome job and the client is over the moon? If so, jot it down, snap it with your cell phone, whatever you can do to give you some ammunition for a post or blog later.