If you feel like your business is slipping through the cracks of your Marketing Strategy it’s time you take a look at your content engine and revise your strategy. To put it in the simplest terms your content is either failing to address your audience’s problem or failing to reach the audience themself.
Luckily there are few ways to overcome this plateau and regain control over your business again. But let me first tell you what is a content engine and we will go through how to kick start your content engine.
What is a content engine?
A Content Engine is a Framework, blueprint, or overall picture of a content’s lifecycle which helps you to keep your content flow on the track like how, when, and where to publish your precious content.
Content could be anything from a lengthy whitepaper to two lines sales pitch. Creating content requires plenty of resources and creativity, no second thoughts on that, but creating a Content Engine is a crucial task that every startup must do. You must have invested a considerable amount of time and money in creating content, and you don’t want that to go in vain.
How to create content?
There are endless ways to create content. Anything you see that could be a simple text, images, illustrations, video clips, webinar snippets, interviews, surveys, name it everything under the sun is content, but what matters is creating content that is fruitful for the readers. It must attract them while addressing their pain points. A fundamental thing about great content is it provides value and creates a meaningful impact on people’s life.
Make your website clutter free:
Over the years you may have tried various strategies to improve your business some have worked and some may not. In this process, you may have accumulated your websites with staff and assets. Remove the content or page which drives you the lowest amount of traffic that will be good for your website and also remove anything that is outdated or not relevant anymore.
When it comes to kick-starting your content engine it is not necessary that you have to start from scratch you can repurpose your existing content.
All content that you have created are assets for your company. When you create and publish a content the life cycle of the content begins because there must be someone somewhere who will look for it, find it and engage with it, that’s how content works and it’s created for that reason.
Some ways you can repurpose your content:
Shred your white papers into small blog posts
Create infographics out of your evergreen blog posts
Create video snippets from your interviews and webinars and create social media posts
Make podcasts out of your blog post which gave you a hit
If you feel the content is not resonating well and you genuinely know that it can provide your audience value perhaps you should review it once again and update it with some relevant content or republish it on some guest blogging website
What good your content will do if it stays only on your website so, start promoting your content in all possible ways, like relevant communities and social media groups send to your email contact list.
When it comes to social media you don’t necessarily have to focus on every available platform and ensure where your target audience is engaging the most and focus on that particular one. For instance, if they are more active searching in LinkedIn then go for it.
If you think your target audience is more active on LinkedIn then go for it. Make a post every day and publish it regularly. Build your audience, give them the chance for engagement. Be open to any valuable suggestions and be thankful for them. People will sure share the reviews and their side of expectations. This will help you to improvise on your product or service. Interacting directly with your target audience will provide you valuable insights about your business and help you to find how well you have been established in your niche.
Building credibility to your website:
Building links organically in the most possible way is one of the best things you could do to your website if you want to rank well on SERPs. When a well-established website relevant to your niche links back to your website it actually helps Google recognize that our site is trustworthy too then our site starts ranking.
Creating high quality content is also important. It should be relevant and provide value. Distribute your content consistently so that it reaches the right people on the channels they are spending time looking.
The next thing on building credibility to your business is to reach out to the influencing people on your relevant market/niche and ask them to share their reviews on your product and service. Ask them if they could share about your business on their social handles that would be a bonus for you.
Case Studies and Testimonials:
Doing case studies and posting customer testimonials on your websites will help you build trust and credibility among your audience.
To sum up:
No matter what kind of strategy you follow Be consistent, innovative, and true to your voice and there is no way that you will slip again moving forward.