Back to Top

Tag Archives: content marketing

7 Best Content Marketing Platforms For An Effective Strategy

Updated on by

Don’t lose out to your competitors by not investing in content marketing. Begin with the top seven options to optimize your content production.

“Content is everything.”

At least, that’s one variation of the saying each website owner adheres to. But in the ever-changing landscape of content marketing, content distribution is a close runner-up to the content itself.

Organizations must invest in effective content marketing by leveraging various content marketing platforms as competition becomes more fierce.

How fierce? 47% of companies plan to grow their content teams this year.

Here are seven tools to consider to take your content to new heights.

1. Exploding Topics – Best For Trending Content

Brian Dean founded Backlinko and Exploding Topics, and has been a trusted resource in content marketing since he grew Backlinko from zero to millions of users per month.

Since Dean established his site, he turned his sights on helping others by offering data on growing topics before they take off.

Exploding Topics aggregates data and uses an advanced algorithm that provides the percentage growth of specific topics of choice.

With access to this data, you can start writing content first to gain a first movers advantage over competitors.

2. BuzzSumo – Best For Social Media Content

BuzzSumo exploded onto the scene in 2013.

Since then, this platform has diversified its service offering to become a powerhouse for serious content marketers.

BuzzSumo offers content discovery, research, monitoring, and influencer insights. The influencer option could exponentially increase the odds of virality for your content marketing efforts.

By navigating to the “top sharers” section, you can pinpoint influencers that have shared articles that may correlate to topics you have written and reach out to the influencers to share your article to expand your content reach.

3. Outbrain – Best For Native Content

Outbrain was one of the leading pioneers of native content and has gained tremendous market share over competitors.

Today Outbrain provides 344 billion monthly content recommendations in over fifty-five countries. Getting started with Outbrain does not involve a significant cost investment.

To begin a campaign on the Outbrain network, you can set a campaign budget of $20 and a CPC (cost per click) price point of 0.03 cents.

Considering how rapidly you can expand your content marketing reach and strategically retarget users once they have navigated to your site makes Outbrain a no-brainer, pun intended.

4. Patreon – Best For Content Membership

Patreon offers a premium membership model to content creators.

Monthly pledges from patrons have provided content creators with a consistent way to provide quality content while making a living.

Founded in 2013, Patreon quickly became the go-to platform for content creators to establish a loyal fan base.

Content creators span several focus areas, which include videographers, Podcasters, Writers, artists, and musicians.

If you are a content creator that wants to earn a living without starting a blog, Patreon is the way to go.

5. Contently – Best For Content Scheduling

Scheduling content distribution is easy with the help of Contently. You can easily plan times and dates to distribute content across several platforms.

A feature called Storybook uses proprietary technology to provide a predictive model of which topics will have the most significant impact.

Additionally, Contently provides SEO recommendations and checks the voice and tone of the content. One of the most powerful features Contently provides is access to the premium creative network.

It can be a hassle to vet writers when you are just starting.

Contently has created a premium network of writers you can leverage. Many of these writers have published articles for The New Yorker, Wired, and The Financial Times, among many other established publications.

Contently also provides access to videographers and designers to help create more impactful content through the premium creative network.

If you are looking for an enterprise content marketing platform Contently is a top contender.

6. Scoop.it – Best for Content Curation

Scoop.it is a cloud-based content management platform that discovers and researches content via the web and social networks. Over 30 million web pages are crawled from Scoop.it.

You can quickly scale your curated content needs by leveraging the WordPress integration to publish content directly to your site.

Leveraging curated content will help establish trust and add additional value to your audience while highlighting your specific industry expertise.

You might be losing out if you are not integrating curated content into your content marketing strategy.

Hootsuite advises a ratio of 40% created and 60% curated content to boot your content marketing efforts.

7. Uberflip – Best For Personalized Content

Uberflip offers several options for content marketers, but one of the most valuable features Uberflip provides is the ability to personalize content for audiences.

As a result, content marketers turn to Uberflip to execute ABM (account-based marketing).

The content destination feature allows marketers to engage audiences with tailored messaging and provides customized layouts and personalized branding.

Given the statistics around personalization, content marketers need to be mindful of tailored messaging.

Conclusion

If your organization is not investing in content marketing, it might be safe to assume you are losing market share to your competitors.

Content marketing is not an option but a necessity in today’s current landscape.

As a result, several content marketing platform choices exist to get started quickly.

There is no right on wrong options to get started with content marketing.

You have to jump in and get your feet wet.

Beginning with one of the content marketing platforms mentioned above is a good move in the right decision.

If you are interested in original article by Darrell Williams you can find it here

4 Content Marketing Strategies You Should Use in 2023

Updated on by

Sticking to a few simple rules can keep your content marketing strategy on track and your brand on top.

Online content is now a critical connection point between brands and consumers. It’s not only where many consumers first engage with your brand but where your appeal, value and industry authority are first established and reinforced.

Without an effective content marketing strategy driving your outreach, you’re missing a golden opportunity to optimize that initial connection and leverage valuable content to your full advantage. When done right, this essential digital tool can help maximize brand awareness, cultivate credibility and loyalty, expand your reach and empower growth over the long run.

But getting your content marketing efforts into the right place isn’t always so straightforward. SEO and online content best practices are constantly changing, and knowing how to create content that resonates can often feel like trying to hit a moving target.

Here are a few content marketing rules to get your strategic marketing approach focused, grow your online presence and turn your blogs, social media posts and video content into dynamic brand-building assets.

1. Start with the data

There was once a time when content marketers built blogs and social posts around what they thought customers wanted, making guesses about what would compel engagement. Fortunately, we now have a variety of helpful analytics weapons in our arsenal.

These content marketing tools provide actionable data on what your target audience is looking for and the features driving visibility, clicks and specific types of engagement. With this data at your fingertips, you can now shape your content marketing campaign around things like keywords, site traffic, post reach, bounce rate, domain authority and more, creating data-driven content better positioned to deliver results.

Analytics tools can provide a significant advantage for any content marketing team building website content, managing social media, creating emails or simply seeking a visibility boost in search engines. User-friendly analytics platforms like Ahrefs, Moz, Google Analytics, Hootsuite and HubSpot should be used to refine your content marketing to improve marketing returns and nudge past other competitors in your space.

2. Be picky where you publish

The web offers numerous platforms for posting content and getting the word out, tempting many to risk it all and publish on every outlet in sight.

But because not all content and social media platforms have the same reach, focus, or search authority, it’s essential to be more selective, at least out of the gate. Branching out and exploring your options may be effective, particularly when you’re scaling up or have a bigger budget. But when you’re starting, it’s crucial to do your research.

Learning where your audience is and what types of content they engage with is key to maxing brand visibility and getting your content where it’s most likely to have an impact. When you’ve done your homework, you can begin to shape and share each blog post and article where they’ll gain the most traction. This helps sharpen the spotlight on your brand while pushing your content marketing budget even further.

Once you have a good rhythm on a few brand-friendly platforms and a more solidified presence, you can explore other content marketing opportunities to increase reach and awareness.

3. Get creative with your content marketing

Limited digital marketing budgets and resources can make it hard to build a robust content marketing strategy that maximizes brand exposure. When times are tight but you still need a solid presence across the web, a little content marketing creativity can go a long way toward keeping your business front and center.

One common but effective way to extend the life of your content is repurposing. Knowing how to repurpose long-form blogs, articles and webpages into smaller posts and across new platforms can help squeeze more value out of your content without exhausting limited resources.

Of course, avoiding overuse and repetitiveness is critical, things that can test your followers’ patience and attention. But once you have the right content cadence, your repurposing efforts can provide much-needed traction among your audience even after the original went live.

Piggybacking on viral trends and hashtags can also be a creative way to keep your content strategy humming without the time and cost of generating long-form content from scratch. Hopping on viral topics allows you to go viral by extension, avoiding the hard work of creating a new trend while benefitting from the exposure and web traffic trending topics tend to pull in.

4. Get your audience involved

Sometimes, the best way to get the word out and build a more successful content marketing strategy is to go directly to those you’re trying to reach: the content consumer. This is also known as community marketing; generating conversations between your business, and your audience offers numerous opportunities to spread the word and create a more dynamic brand presence

online.

Creating interactive content like polls and quizzes engages people and allows you to create two-way conversations with your audience, boosting brand interaction.

Requesting reviews of your products or asking customers to tag you when using your services can also be an effective way to source fresh, high-quality content that can then be promoted within your own content marketing strategy – user-generated content (UGC) that’s not only free but fosters a sense of community that lends a sense of humanity and customer credibility to your brand.

If you are ineterested in original article by Adam Petrilli you can find it here

6 Great Content Marketing Examples for Fintech Startups

Updated on by

A smart content marketing strategy can be an effective way for fintech companies to stand out from the crowd and drive customer acquisition. Let’s take a look at how these successful fintech startups use content to engage with their audience.

As of November last year, there were over 26,000 fintech startups globally, up from over 12,000 in 2019. This figure is expected to rise further, thanks to the increasing adoption of fintech services by consumers. Juniper Research predicted that there will be 4.2 billion digital banking users by 2026, compared to 2.5 billion in 2021. The scene is getting incredibly crowded, and both established fintech companies and startups must look for creative ways to drive customer acquisition and fight for the spotlight.

Content marketing can be a great way for businesses to get the word out there. Not only is it an excellent SEO tool to help increase brand visibility, but a well-thought-out content strategy can be a cost-effective way to engage with existing customers and prospects, as well as generate leads. For instance, Demand Metric reported that content marketing costs 62% less than traditional marketing and generates three times more leads per dollar spent.

In this piece, I’ll share a few great content marketing examples currently employed by successful fintech startups, which may serve as a reference for other fintech entrepreneurs who are looking to boost their content strategies.

1. Hex Trust

Fast-expanding digital asset custody provider, Hex Trust, specializes in custody, DeFi, brokerage and financing solutions for financial organizations and private clients. They have an A+ resource center that contains a blog, industry insights, company news and online videos, along with Hex Trust’s interviews in webinars and panels. The contents are updated regularly and well-organized, enabling easy navigation. In the Hex Trust’s Review of the Month, they give a monthly business update, so you can read about the company’s activities and developments at a glance. The focus on the customer is also evident, because their articles are centered on issues and topics that companies with digital assets face. They provide in-depth insights into the issues themselves and how Hex Trust can play a role as a custodian.

2. Bowtie Life Insurance

Founded in 2018, Bowtie Life Insurance is Hong Kong’s first licensed digital insurer that is focused on providing affordable and direct-to-consumer insurance plans. They have a useful blog featuring diverse insurance and healthcare topics, Hong Kong-specific medical matters and company updates. But what I especially like are the Bowtie Customer Testimonials; real-life stories in which customers share how they used Bowtie to solve their medical issues. These meaningful stories add a nice personal touch to the brand and are an example of promoting your products without coming across as too hard-sell.

3. Velotrade

Interested to know more about trade finance or invoice discounting? Do you need to decide whether you should opt for invoice financing or invoice factoring? Maybe you want to learn about the risks and benefits involved with supply chain financing or figure out how to sell your invoices on marketplaces. Velotrade, the digital trade finance platform that matches businesses in need of financing with investors, has it all covered. In addition to a helpful blog, Velotrade has a very comprehensive learning center full of practical how-tos, expert guides, articles and videos to help you navigate the complex world of trade financing.

4. HashKey Group

Another great example of fintech content marketing is demonstrated by HashKey Group, the Asia-based digital asset management and blockchain solutions provider. They feature an extensive insights and research section containing weekly market round-ups, how-to guides, white papers, published research and podcasts where industry experts discuss diverse topics and provide insights. There is a separate blockchain research center, in which HashKey’s Chief Economist David Zou shares the latest in-depth research on blockchain and virtual assets. The reports are free and can be easily accessed. HashKey gives visitors the option to subscribe and receive notifications for future articles, which is a smart way to build a loyal fan base.

Moreover, HashKey offers free educational content through its “HashKey Academy” and “HashKey Learn,” with tutorial videos, where you can learn about specific topics like tokenization, privacy, smart contract networks and Ethereum upgrades.

5. Aqumon

Digital investment platform, Aqumon, does a great job in terms of offering market-driven fintech content. Their blog features company news, investing 101 tips, market and research insights, as well as short stories called “Money Talks,” which are interviews with real-life people to discuss their relationship with money. The contents look polished and are organized in a reader-friendly way. Their articles include compelling charts and infographics for illustration, making them easier to read and understand.

6. OneDegree

Virtual insurer, OneDegree, has a simple but robust blog that is set up in a way to help visitors find the most relevant content easily, with blog posts split into categories such as “Pet Classroom,” “Home Buyers Tips,” “Health Hub,” “Pet Insurance,” “Critical Illness Insurance,” “Fire Insurance” and “Home Insurance.” It supplies short stories, useful tips and advanced insurance and healthcare information to help people make better insurance decisions. OneDegree does an awesome job of presenting insurance information in a way that is easy to understand while not being too overtly promotional. The narratives are clear, conversational and engaging, and it doesn’t feel like you are reading some boring banking document. The site also houses an Insurance 101 section that translates key insurance jargon into plain consumer language.

Content marketing — when done properly — can help raise awareness, increase engagement and eventually generate sales leads. It can yield encouraging results for the fintech industry in particular, where trust and consumer confidence are crucial. The key is to identify who your customers are, what information needs they have and provide the information to them in a compelling and user-friendly way.

If you are interested in original article by Kimmie Tang you can find it here

local-marketing

13 Local Marketing Strategies That Work

Updated on by

Want your brand or offering to be found by local audiences? Here are 13 great tips for local marketing strategies and tactics that work.

You can reach valuable leads through local online and offline marketing.

You must develop effective local marketing strategies to build your brand authority and attract more customers.

A digital marketing strategy is essential, regardless of whether you are starting a new business or already have one.

Digital and social media marketing are the most crucial parts of marketing a local business since, according to Google, “83% of U.S. shoppers who visited a store in the last week say they used online search before going into a store.”

We’ll cover some of the online marketing tactics and strategies we’ve used with great success in reaching a local audience.

Great Local Marketing Strategies For This Year

1. Optimize For Local Search

Through Google Business Profile (GBP), your business will appear as soon as someone searches for your business or keywords on Google.

It is free, which is awesome.

The results will feature businesses within the vicinity of the person searching and even includes your business on Google Maps.

To start, create a profile with your company name, contact details, industry, etc.

Then, verify your GBP listing.

Once verified, you can add images and a bio, upload blogs, create offers, send and receive messages, add customer reviews, and see analytics.

Plus, it is pretty easy to update, so you always have relevant info online.

You can go one step further and set the business up with a solid, local link-building strategy.

Using citation sources such as Yellowpages.com tells Google where your company is located.

Plus, GBP has a great function that allows you to set the radius on services to a specific radius, such as 10km.

It is important to add fresh content or blog posts to your GBP account regularly.

Considering that a post expires after seven days, you’ll likely need to schedule a post at least once a week. Why is this important?

GBP posts can help drive traffic and engagement.

Do you have a sale or event coming up? You can promote anything related to the business on GBP.

If you’re not confident you’ll remember to upload a blog weekly, use content scheduling apps and tools like Semrush and Hootsuite.

As far as hyper-localized visibility goes, GBP is a no-brainer.

2. Local Reviews From Local Customers

As cautious online users, the first thing people notice is often the reviews given on the GBP listing.

A positive review or testimonial can demonstrate to local customers that you are a business they can trust.

That goes a long way in moving customers through the sales funnel towards conversion or purchase.

So, how do you get reviews?

While I don’t advocate directly asking for reviews from your existing customers – and definitely not paying for reviews – there are less direct ways of reminding customers to post positive reviews.

Got negative reviews? No problem.

You can use negative reviews as a way to gather meaningful customer information.

Not only will you get insight on how you can improve products or customer experience (CX), but you can use the opportunity to turn the negative review into a positive one by reaching out to the customer and correcting the poor experience, product, or service.

3. SEO Optimize Your Website

The next step to getting your brand and product into the local market is to optimize your website for organic search.

The first and foremost way of doing that is through keyword optimization.

While a lot of this will be intuitive at first, you will soon run out of clever ideas and need to do keyword research.

Competition on short-tail keywords is fierce, and someone who’s been around longer than you is almost guaranteed to be already ranking for it.

So, focus on long-tail, geo-specific keywords.

These are ideal because people who use long tail keywords usually know what they want (they’re not tire-kickers), and they are more ready to engage.

Those who use geo-specific keywords know where they want to do business.

So, say you are a digital marketing company that provides B2B marketing services for businesses in a specific area.

It would be futile to optimize just for “marketing” or ”digital marketing.” That ship has sailed!

Rather, create pages on the site that are location-based, niche-oriented, and have long-tail keywords.

For example, you can create a page or blog called “Digital marketing for B2B Companies in California” or “How B2B companies in California can benefit from digital marketing.”

You get the picture.

That means search engine results pages (SERPs) will show results for users searching for “digital marketing companies near me.”

4. Create Localized Content

Content marketing is a big part of attracting a targeted audience, which connects to inbound marketing.

We have found that the more valuable, relevant, and consistent your content is, the more your target audience will engage with it.

But where do you start?

Create content that solves your customer’s pain points and that is evergreen.

There’s no shortcut when it comes to good content creation. Do the research, write for humans, and Google bots will love it, too.

For this, we love “how-to” blogs, whitepapers, ebooks, infographics, videos, and other long-form blogs (more than 900 words).

That way, your content will help prospective customers find your website when looking for solutions.

In this example, when the person enters a long-tail keyword, “best flowers for weddings,” Google brings ads that match the search term.

It also brings organic results. Best of all, it creates “People also ask” (PAA) questions.

These could include, “What is the average cost of flowers for a wedding?”

Why not use these as a guide for fresh content ideas?

This kind of SEO-rich, high-value content attracts new visitors to your site and establishes your brand as the leader and authority on the subject matter.

You’ll see better results for your business by integrating content marketing into your local online marketing strategy.

5. Review Your Website’s Design

The look and feel of your website are as important as the words and content that make you findable on search engines.

However, while keywords will get the visitors to your site, your design and user experience (UX) will keep them there.

Use images and videos on your website that reference your location, neighborhood, and business so that there is a recognizable reference to your localized entity.

Also, the internet is evolving as rapidly as consumers’ needs are.

So, your website that was on the bleeding edge of design when you published it five years ago probably doesn’t quite toe the mark anymore.

It might be time for a redesign.

The most important thing to safeguard on your website is your user’s experience.

The site must be easy to use, easy to navigate, and easy to understand.

6. Integrate CRM Tool

Customer relationship manager (CRM) solutions ensure we have a tighter grasp on our understanding of our customers.

Most CRMs can integrate with modern websites. But how does your website feed prospect data into the CRM?

For one, you could consider adding a pop-up on your website.

It could be an invitation to subscribe to your newsletter, view a limited promotion, or announce a new product launch.

When linked to your CRM, your lead generation landing pages will also automatically update your CRM, such as HubSpot or Salesforce.

Not only does this feed your pipeline, but it also improves first-party data and targeting and thus makes your marketing messaging that much better.

Also, localized campaigns can be launched via your CRM.

You can easily identify and segment customers and prospects by region if the data has been captured accordingly in your CRM.

Remember, the quality of data you capture is the quality of output you’ll get.

That can be used for personalized invitations to in-person events and activations, for email campaigns that are area-specific, and so on.

7. Attract Local Visitors Through Google Ads

As I’ve always said, if you want sales, you need to advertise. Google Ads is just that.

While SEO is great for local organic search, you need Google Ads and other paid media channels to support your lead generation and brand awareness campaigns.

Google Ads is a keyword-driven, pay-per-click channel that allows you to target audiences based on keywords and location (amongst other things).

Your creative copy and solutions-driven content will help capture your local market until your SEO is in full swing.

When setting up your Google Ads, implement conversion tracking – which will help you optimize your campaigns and pivot toward optimal business success.

It also aligns marketing tactics with sales goals and ultimately supports business growth.

For example, one of our clients is a health and fitness gym.

We’re only targeting people within a 10 km radius around their seven gyms through Google Ads.

This way, we get maximum return on investment (ROI) on money spent.

8. Feed The Funnel With Remarketing

Remarketing is an important element of your localized digital marketing arsenal.

That’s effective if your SEO or Google ad didn’t do the job the first time or the customer is still in the consideration phase of the buyer journey.

Remarketing supports other, more geolocation-specific tactics when considering how to strengthen your local marketing strategies.

So, if your Google Ads campaign (geolocation-limited) or your paid social campaign (likewise, demographics-oriented) sends traffic to your site, remarketing supports these by following those visitors around after the fact.

In the end, remarketing increases conversions, promotes brand awareness, and helps you stay top of mind with prospects.

9. Get The Phone Going With Google Call-Only Ads

If you rely heavily on phone calls to generate business, then Google call-only ads could prove invaluable and ideal for localized marketing.

That’s because, as with other Google products, you can target a specific demographic in your call-only ads.

It’s also a good option if you don’t have any specific landing pages simply because your product or service doesn’t need it, and a direct phone call just works better.

One downside of local online marketing may be that you will not receive all qualified calls.

10. Insist On CRO-Optimized Landing Pages For Each Campaign

Contrary to popular belief, your home page is not your landing page.

Your home page is your home page.

It is a summary of your website with many exit points to other pages, many different calls to action (CTAs) – such as “learn more” and “contact us” – and many different focuses.

A landing page has one job: conversion.

If you’re spending money on an ad campaign, you need those clicks to work hard.

To do this, you need a landing page designed specifically for that campaign, with lead-gen in mind.

So, the tried-and-trusted format is:

  • Emotive copy that includes a pain point and solution.
  • An image that evokes a feeling.
  • A CTA above the fold.
  • Below the fold, you can have your trust queues, testimonials, benefits, and so on.
  • The footer can reiterate the CTA.

That’s it.

No buttons and links that take you away from the page.

No clicks are needed to expand sections. The only click available on the page is “Buy now” or “Submit” (or whatever the desired action is).

Rinse and repeat for each campaign.

11. Leverage Social Media

Social media can be a great way to grow local brand awareness and engagement.

For one, community groups often already have all your desired customers in one place.

Remember, you need to be active on the social media channels your target audience prefers.

It might not be your local watering hole, so you need to get comfortable with using platforms like TikTok and Instagram for Gen Z and Gen Y audiences, while Facebook is great for Gen X and Boomers.

LinkedIn is ideal for B2B targeting.

Post organic content, like status updates, photos, and videos, or run ad campaigns.

Much like Google Ads, most social platforms allow you to geo-target your campaigns.

For example, if you have a brick-and-mortar location, you can focus your social media ads on reaching all people within a 10km radius of your location.

These enable super-localized and targeted marketing tactics.

12. Video Tells Your Homegrown Story

Video is now preferred over all other visual mediums by more consumers. In fact, 95% of enterprise B2B conversions are aided by video.

Keep it personal, keep it local, and direct your video content at the customer’s point of pain that you can solve.

Your video assets don’t all need to be ads. You can have testimonials and how-tos embedded into your site or published on YouTube.

Just make sure you tell a story and that – in the story – your customer is the hero, and you are simply the guide who helps them succeed.

13. Offline Activations And Events

Offline activations and events are one of our favorite ways of bolstering local marketing.

Working in conjunction with your online activities – such as email, ads, and social – this “boots on the ground” approach yields amazing results.

Take advantage of the physical proximity you have to your local customers.

Consider loyalty cards, charity sponsorships, referral programs, networking breakfasts, and other community-strengthening events.

All of these add tremendous gravitas to your brand and allow you to connect with your target audience locally.

Final Thoughts

With so many ways to be found online locally, we are confident your local target audience will discover your products and services.

Be sure to activate and be active on Google Business Profile.

Keep your website fresh and user-friendly, and remember to regularly add content (blogs).

Find communities on social media, and create ads on Google and social platforms that minutely reach your desired audience.

Find communities in real life, and create events and activities in which the local target audience can participate.

All of this contributes to brand reinforcement.

Finally, remember always to position your customer as the hero, as you solve their pain points right where they are.

If you are interested in original article by Alex Macura you can find it here

Is social media for self-promotion over? Creatives reveal their honest thoughts

Updated on by

No, you’re not imagining it. In 2022, social media increasingly sucks for sharing content and finding work. Creatives share their views on the way forward.

Have you noticed how different social media feels at the moment? More ads. More videos. More Stories and Reels. But fewer posts you want to click on. And less engagement on any content you post yourself.

Don’t worry. It’s not just you. It’s been well documented how most major social channels have recently downgraded traditional posts in favour of the Stories format pioneered by Instagram and short-form, portrait videos reminiscent of TikTok’s. But while that may be helping them sell more ads, it’s leaving creatives somewhat baffled.

“I’ve given up on Instagram,” complains freelance book cover designer Alex Kirby. “I got absolutely fed up with the lack of engagement because I ‘only’ posted photos. I wasn’t even sure it was making a difference with getting more work. And I seem to be doing okay without it.”

It’s perhaps not surprising Alex has seen a lack of involvement in his content because other creatives feel less involved in social media overall.

“The decline of interactions since the push for viral and video content has made me engage less with platforms,” says brand and print designer Matt Lamont. “Mixing posts with forced advertising has made my feed less tailored to my interests and more about me being a customer for others.”

So, how widespread are these experiences? We recently hosted a poll on Twitter and asked our followers: “How have you seen social media change since you started using it, engagement-wise? And a massive 82.1% of you replied ‘It’s got worse’, with just 7.8% saying ‘It’s got better’ and 10.1% seeing no change.

Does this mean you’re thinking of leaving social media altogether? Unhappily, 47.2% of you replied: ‘Yes, but feel I can’t’. Meanwhile, 3.3% of you say you’re definitely quitting, and 10% are just not sure. Only 39.5% are staying – which is hardly a vote of confidence in the current state of social media.

So what’s gone wrong, and how should creatives respond? Below, we reveal some thoughts, suggestions and ideas for promoting yourself and your work in 2022, as shared by the Creative Boom community. Meanwhile, you can read the full discussion on Twitter here.

1. Try different platforms

If you’ve been unhappy with your experience of social media lately, you don’t necessarily have to abandon it altogether. Many creatives have found switching platforms to be a better way forward.

Take award-winning illustrator Sravyaa. “90% of my business used to come through Instagram until this year,” she says. “But now I find that building relationships on Twitter and sharing my work on Pinterest is working best. So I’d say diversify your platforms and the type of content. Make it specific to the audience on each channel, and have a strong CTA (call to action).”

Designer Antonio Carusone has had a similar experience. “Recently, I’ve given up on Instagram,” he says. “I was posting there daily and saw little growth and engagement. The funny thing is, now that I’ve stopped, I’m growing in followers: what a weird, broken platform! Nowadays, I’m focusing instead on Twitter, where I use Typefully to plan my tweets, and I’m seeing nice results.”

Others, meanwhile, are pivoting to Facebook. “I get more orders and interaction on my Facebook business page than on Instagram, which is dire,” says jewellery designer Lindsay. “With Stories and Reels, folks just mindlessly scroll rather than interact. Maybe Facebook is doing better for me because I’m from a small community and locals know my business.”

That’s not the case, however, for illustrator Victoria Williams. “I’ve virtually given up posting to my business Facebook page,” she reports. “Engagement on Instagram has dropped way off, and it’s becoming increasingly irritating to use, as all I see are posts by people I don’t even follow. Now, I find Twitter by far the best for driving people to my Etsy.”

2. Don’t discount TikTok

Let’s not, though, avoid the elephant in the room. One of the reasons “traditional” social channels are changing so much has been the unstoppable rise of TikTok. But while the short-form video platform is best known for its young audience, lip syncing and daft dance routines, that’s not all it’s about.

An increasing number of creatives are using the platform, which now has more than a billion users, to share design and illustration tips and mini-tutorials, as well as just film their process. Right now, the most popular names include nickq83, Serena, aka Kohi Design, and @swoopnebula.

Illustrator Sarah J Coleman, aka Inkymole, is among those who’ve dipped their toe into the TikTok waters. “First, I spent some time ‘in it’, watching others, and creating rules about what I will and won’t do, what is authentic to me,” she recalls. “I’ve stuck to those rules and now have a nice little following on my channel. No dancing, no miming, no silly voices: just behind-the-scenes, work in progress and ink nerding!”

Jam and Ali, aka Hello Dodo, have been giving it a try too. “Obviously, we miss the golden days of Instagram when follows and engagement were amazing,” they say. “But these platforms weren’t built for us to market our business, so we try not to moan about them and keep showing up and having fun on our TikTok channel.”

3. Give LinkedIn a go

People don’t always think of LinkedIn as a social network, and certainly not somewhere aimed at creatives, given its ugly and confusing layout. Yet, in 2022, many are finding it useful for self-promo.

As designer and animator Neil Grunshaw puts it: “Twitter and Instagram are like busking in the hope that an A&R walks past and give you a record deal… in other words, pissing into the wind.” To him, LinkedIn is much more practical and targeted. “You’re selling to a network of professionals who may actually commission you,” he points out. However, there is a caveat. “It only works if you’ve got a network in the first place, which isn’t the case if you’ve just entered the creative industries.”

Artist and designer June Mineyama-Smithson, aka Mayumi, recently had a similar epiphany. “I started to focus on Linkedin after listening to Creative Boom’s podcast with Craig Black,” she explains. “I’d been wrongly fixated on Instagram because it’s visual, but I realised I had more meaningful connections from my agency years on Linkedin. I’m not putting too much effort into Instagram right now: it’s currently too disheartening. But when things change, I might come back.”

For others, it’s a case of using different platforms for different purposes. “I see Instagram and Twitter as a way to connect with and support other artists,” says freelance animator and illustrator Rosie Phillpot. “This can lead to recommendations: other freelancers recommend me because we’ve communicated or follow each other, and they like my work. I do the same.”

At the same time, she sees LinkedIn as a better way to connect with prospective clients. She boosts her chances in the following ways. “I ask for a recommendation at the end of a job to put on my LinkedIn profile,” she says. “I put keywords in my headline. I search ‘freelance animator’ and filter to posts to find shoutouts. And I put my website and email in my About section.”

4. Make connections outside social media

That last point highlights a broader truth: finding work via social media alone is often a hiding to nothing. There’s so much noise here that it’s easy for your message to get lost or ignored. This is why combining social media activity with old-school methods is an approach more and more are taking in 2022.

“Social media very much feels like a lottery versus the more tangible connections you can make with real-life people,” says illustrator Amy Lauren. “Even an email updating an individual person on my work has been more reliable than a flash in the pan on my social links.”

Designer Megan Vickers agrees. “Honestly, social media is a weird one in terms of engagement,” she says. “I feel like it really is a lottery because sometimes I can post the same thing on Twitter, Instagram and LinkedIn, and they all have different levels of success. So I think moving to a place where you can control what is seen is the way forward at the moment, in terms of websites or Behance. Social media is great for promotion, but can’t be the only form of promotion.”

“With social media, we easily forget that we’re using someone else’s free offered facility,” points out printmaker and graphic designer Paul Wolterink. “It may feel satisfying and autonomous, but of course, we’re just padding out their wallets. So, I think it’s important to always have your own website, as a rock in the surf, where you are the dealer.”

In short, as we’ve said on Creative Boom for some time now, building your own platforms is important. Those may be subscriber lists, newsletters, or websites – but whatever they are, they’re yours alone, which means you’re in control. For more ideas, read our marketing guide for freelancers fed up with Instagram).

5. Revisit traditional methods

Many creatives, of course, remember when that was the only way to do it. “I use all of the social media platforms and have done since my first Facebook forays in 2008,” says Sarah J Coleman. “But before social media, I used traditional methods: postal promo, regular newsletters, a well-maintained ‘Mothership’ website, shows, cold-calling, personal projects and more.”

She still does today and for good reason. “I’ve always adapted and gone with the flow with the subtle but insistent changes in social media’s modus operandi, but never felt comfortable relying on it,” she explains. “Someone recently said building a business solely on social media is like renting an office where the rent doubles every 18 months.

“What’s always worked for me is direct newsletters. Written by me, and only me. Each one is considered. And always to a permission-based address book compiled across almost 30 years of working professionally. It’s my precious resource, and it’s constantly being updated and reviewed.”

Illustrator Ben Tallon tells a similar story. “The Instagram algorithm change served me with a great reminder that all of these platforms are not owned by us,” he recalls. “So, while I still use them, I have returned focus to my website, mailing lists, and developing relationships in a direct manner.

“I feel it’s important to only use the socials as secondary,” he adds. “Even if they bring direct business, print sales and the likes, it surely drives home the need to distil them into some offline record. As long as that’s permitted, of course.”

Neil Grunshaw concurs. “In my experience, good old-fashioned ‘referrals’ are the best way of getting new business,” he maintains. “In short, I tell the kids today to keep doing their cool shit but to have patience and play the long game. Social media can work if you’re lucky, but usually, there are no shortcuts.”

6. Ignore the algorithm

We’ll end with one final point. For decades, people have stricken to work out how to please social media algorithms. But nowadays, they’re changing so fast it’s hard to keep up. So instead, brand strategist and creative director Tom Berry offers this advice for getting the best out of social media in 2022.

“Focus on what you can control and the energy you put in,” he says. “Some things never get old, including helping people out, being a nice person, starting conversations with people and making friends.

“Give away everything you know,” he adds. “That might sound counterintuitive, but it’s really a win-win. You help people, become an expert, and grow an audience. Finally, don’t take it so seriously. It’s easy to get caught up in all the numbers and stats. And seeing your numbers turn red and go down can make you feel terrible. But everybody is just winging it, not just you. So zoom out; focus on the big picture.”

If you are interested in original article by Katy Cowan you can find it here

4 Content Marketing Strategies You Should Use in 2023

Updated on by

Sticking to a few simple rules can keep your content marketing strategy on track and your brand on top.

Online content is now a critical connection point between brands and consumers. It’s not only where many consumers first engage with your brand but where your appeal, value and industry authority are first established and reinforced.

Without an effective content marketing strategy driving your outreach, you’re missing a golden opportunity to optimize that initial connection and leverage valuable content to your full advantage. When done right, this essential digital tool can help maximize brand awareness, cultivate credibility and loyalty, expand your reach and empower growth over the long run.

But getting your content marketing efforts into the right place isn’t always so straightforward. SEO and online content best practices are constantly changing, and knowing how to create content that resonates can often feel like trying to hit a moving target.

Here are a few content marketing rules to get your strategic marketing approach focused, grow your online presence and turn your blogs, social media posts and video content into dynamic brand-building assets.

1. Start with the data

There was once a time when content marketers built blogs and social posts around what they thought customers wanted, making guesses about what would compel engagement. Fortunately, we now have a variety of helpful analytics weapons in our arsenal.

These content marketing tools provide actionable data on what your target audience is looking for and the features driving visibility, clicks and specific types of engagement. With this data at your fingertips, you can now shape your content marketing campaign around things like keywords, site traffic, post reach, bounce rate, domain authority and more, creating data-driven content better positioned to deliver results.

Analytics tools can provide a significant advantage for any content marketing team building website content, managing social media, creating emails or simply seeking a visibility boost in search engines. User-friendly analytics platforms like Ahrefs, Moz, Google Analytics, Hootsuite and HubSpot should be used to refine your content marketing to improve marketing returns and nudge past other competitors in your space.

2. Be picky where you publish

The web offers numerous platforms for posting content and getting the word out, tempting many to risk it all and publish on every outlet in sight.

But because not all content and social media platforms have the same reach, focus, or search authority, it’s essential to be more selective, at least out of the gate. Branching out and exploring your options may be effective, particularly when you’re scaling up or have a bigger budget. But when you’re starting, it’s crucial to do your research.

Learning where your audience is and what types of content they engage with is key to maxing brand visibility and getting your content where it’s most likely to have an impact. When you’ve done your homework, you can begin to shape and share each blog post and article where they’ll gain the most traction. This helps sharpen the spotlight on your brand while pushing your content marketing budget even further.

Once you have a good rhythm on a few brand-friendly platforms and a more solidified presence, you can explore other content marketing opportunities to increase reach and awareness.

3. Get creative with your content marketing

Limited digital marketing budgets and resources can make it hard to build a robust content marketing strategy that maximizes brand exposure. When times are tight but you still need a solid presence across the web, a little content marketing creativity can go a long way toward keeping your business front and center.

One common but effective way to extend the life of your content is repurposing. Knowing how to repurpose long-form blogs, articles and webpages into smaller posts and across new platforms can help squeeze more value out of your content without exhausting limited resources.

Of course, avoiding overuse and repetitiveness is critical, things that can test your followers’ patience and attention. But once you have the right content cadence, your repurposing efforts can provide much-needed traction among your audience even after the original went live.

Piggybacking on viral trends and hashtags can also be a creative way to keep your content strategy humming without the time and cost of generating long-form content from scratch. Hopping on viral topics allows you to go viral by extension, avoiding the hard work of creating a new trend while benefitting from the exposure and web traffic trending topics tend to pull in.

4. Get your audience involved

Sometimes, the best way to get the word out and build a more successful content marketing strategy is to go directly to those you’re trying to reach: the content consumer. This is also known as community marketing; generating conversations between your business, and your audience offers numerous opportunities to spread the word and create a more dynamic brand presence online.

Creating interactive content like polls and quizzes engages people and allows you to create two-way conversations with your audience, boosting brand interaction.

Requesting reviews of your products or asking customers to tag you when using your services can also be an effective way to source fresh, high-quality content that can then be promoted within your own content marketing strategy – user-generated content (UGC) that’s not only free but fosters a sense of community that lends a sense of humanity and customer credibility to your brand.

If you are interested in original article Adam Petrilli you can find it here