Does Your Content Marketing Strategy Suck?

We often create content with the full intention of sharing it with all of our followers, friends, and anyone else that will listen.  We push out the highest quality content that we can muster.  But are we utilizing every major tool and method available?  We may automatically Tweet our newest content, maybe we share it on Facebook, and Google+, but we may be missing out on a large number of potential readers.  Content creators make up only 1 percent of internet users, according to the 1% Rule.  That means that ninety-nine percent of all internet users are just waiting for new content to come their way.

content creators vs the lurkers


Will they read it?  That’s another question entirely.  It is said that seventy percent of internet users simply skim from one image or sub-title to next.  So, even when we are producing interesting content, there is a good change that it will be skimmed over, until something catches the reader’s eye.  Our strategy must start with the content itself.  We must use eye-catching graphics and sensational titles in order to catch that seventy percent.  A full sixty percent will share the content without even reading it.  However, the content must still be worth the read for the people who actually do read from beginning to end.  The reality is that the vast majority of us are skimmers.  With so much new data every day it’s understandable, but we still need to reach them, no matter how they view the content.  When we write or make a video we are supposed to do so for the audience, and not the search engines.  But we must be provocative.  Our headline needs to grab their attention.  After all, it is competing against some five billion pieces of content on Facebook alone.

Image by Justin Marty via flickr

Image by Justin Marty via flickr

Another factor that one must consider as part of their strategy is to have a sizeable and reliable following to which we can submit our work.  I mean reliable in the sense that they will read and, hopefully, share it.  This is not about vanity.  It’s about practicality.  We are trying to reach as large an audience as we can.  But beyond a large audience, we want a targeted audience.  We are playing a numbers game, and our goal is to get people to respond to our content.  We must go where our audience resides, and then deliver the content for which they are likely to appreciate and respond.  So, want the numbers, be we also want the quality.

So, what are we missing in our strategy?  If our personal blog, or possibly more importantly, our business, depends on other people reading our content, then it is our duty to ourselves to use every method available to us to market it to others.

There is a rule of thumb that has been suggested to me.  That is the acronym of S.M.A.R.T, which stands for Specific, Measurable, Attainable, Relevant, and Time Based.  By trying to meet certain criteria every time we create content, we are assuring a level of quality for the reader.  Not only that, but we are making our best effort to get the customer to respond to it.  Whatever the rule of thumb, I suggest sticking with it throughout your content making career.

As we all know, there are a number of social media platforms out there.  By last count there was somewhere around eighty of them.  But, I’m going to focus on the main ones that have the greatest audience.  There are the three visual platforms; Pinterest, Youtube, and Instagram, which are meant to share pictures or video, or both.  Since they can tend to attract different segments of the population, it is always in our interest to share to all three, if at all possible.  It’s really hard to beat Youtube, when a person has developed a sizeable following, unless we are talking about Facebook.  According to Facebook, it drives forty four percent of all social sharing.  With Facebook trying, and probably succeeding, in their effort to dominate every form of social media, it is probably the number one platform in which a content creator must use.  Following behind are Twitter and Google+, which should not be ignored.  If you can find success on the other platforms beyond those above, by all means, use them.

When the point comes to submit the content, it should be scheduled, possibly for multiple times per day, depending on the platform.  Not all platforms respond well to “spamming” the same content more than once.  There are a number of excellent systems that are available to submit in a scheduled manner.

Use content delivery methods such as Buffer and Klout, which will share your content to their own respective audience.  These will extend your reach far beyond that of most others.  Unfortunately, some of the methods have since gone the way of the Dodo.  Take advantage while you can.

In conclusion, make a strategy, optimize it, and repeat it every time.


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