There are thousands of content-focused sites on the web that are telling stories to audiences on a daily basis – people are liking, sharing and discussing all sorts of content. How do these content houses succeed in pulling in such loyal eyeballs?
Content strategy is the key to success
The success of content is often debated by industry experts but the answer is quite simple: successful content publishers can thank a well thought-out content strategy.
Without a defined content strategy, it is extremely difficult to truly connect with your audience because one week you might publish something that resonates and the next you’ve frustrated them.
Get to know what your audience and customer base cares about and tell them everything they need to know about it: the good, the bad and the ugly.
Evoke emotion, provide insights and be a thought-leader with golden tips for everybody concerned with your world.
For example, if you’re a finance company and there’s a trending story about a country struggling economically perhaps you might write about the issue with an analytical scope. Talk the language, engage your audience and add your two cents.
If it’s stellar and strategic, they’ll be back for more.
How owned media can boost brands
Founder of the Content Marketing Institute Joe Pulizzi wrote in a LinkedIn post last year about how the likes of Nike and Under Armour missed a golden opportunity to establish themselves as content pioneers with the closure of ESPN’s Grantland.com, a long-form sports news site that attracted around 5 million visitors per month.
“…If I were Nike, Under Armour, Puma...or even the NBA or NFL...or possibly even Ford or Kia, I would be licking my chops. Why you say? The Nike's and Under Armour's of the world should be standing in line to purchase the rights to Grantland. Yes, you heard me...Nike should buy Grantland.com… Regardless, Nike spends about $8 million dollars per day trying to get people to buy their stuff. This generally means interrupting people with advertising while they are engaging in content they actually want to read or view (ala Grantland),” Pullizzi wrote.
Okay, there are very few businesses with pockets as deep as Nike but there is a key sentiment to take away from Pullizzi’s suggestion: purchasing a popular site committed to strategic, long-form storytelling would have provided Nike with a proven content strategy that champions the idea of the right content at the right time.
So, when LeBron James publicly told of his lifetime signing with Nike they could have had the opportunity to house it on their brand publishing platform, and be the breakers of their own news.
A nifty, strategic move like that would attract customers back to the brand without having them feel like they were cornered by advertising. It’s effective and counter-intrusive – and Pulizzi notes that these giants missed the bigger picture marketing benefits.
To find out how your business can benefit from strategic content, contact Newsmodo.