Have you woken up in the middle of the night in a cold sweat thinking, “I wish I had 12 solutions to these common content marketing problems I’ve been having.”
Well you’re in luck! This post is going to present you with twelve solutions to the four most common content marketing woes that businesses face.
How to create content when you don’t have the time.
This is probably the largest problem that many businesses struggle with when they are looking to implement a content marketing strategy. Fortunately, you don’t have to do the heavy lifting alone. Here are some ways to get content for your website when you don’t have time to sit down and write it yourself.
Hire a freelancer writer.
Maybe you’re not ready to hire a full-time employee to create content for you, and that’s ok. That’s what freelancers are for. There are many benefits to hiring a freelance writer, the most important of which is that they are skilled at writing. They know how to research a topic and write about it in a way that is going to resonate with your target audience. All you have to do is tell them who your target audience is (usually, this will be your ideal customers).
Invite guest contributors.
If you have a popular enough brand, you can open the door to guest contributors. These are people who will write content for your blog in exchange for exposure with your audience. The key differences between guest contributors and freelance writers is the former will usually be there to promote themselves a little, whereas the latter are getting paid to fully represent your business.
Use your customers.
User generated content can go beyond product reviews and testimonials. For example, I recently advised a banner sales company to ask their customers to send in photos of how they used the banners the company created for them and details about their event in exchange for a discount on their next order. You would end up with an image-based blog with event ideas for future customers.
How to generate topic ideas.
Now, let’s say that you do have time to create content for your business, but you don’t know what to create content about. Here are some quick ways to come up with topic ideas.
Use keyword tools.
One of the reasons you create content is likely to rank well for keywords that relate to your business. So why not use a keyword tool to spark some content ideas? Just put in your business’s target keywords into the Google AdWords Keyword Planner. Depending on the keyword, you’ll get about 800 phrases and ideas. Sift through them, and you’re bound to find many that strike an article idea.
Ask your employees.
If you don’t deal directly with customers, ask the people in your business who do. Your sales department and you customer service department have likely been asked hundreds, if not thousands of questions that could be turned into a great blog post.
Ask your customers.
You can also simply ask your customers what they would like to know about. If you have a regular newsletter, ask your subscribers what they’d like to see your business write about. Or use tools like Qualaroo or Google Customer Insights that popup on your website and ask visitors what content they would like to see on your blog. You might be surprised by the response – and abundance of content ideas.
How to get content in front of your target audience.
What if your business has the time to create awesome content about topics you know people would love to consume, but you’re having trouble getting that content to actually reach that audience? Then it’s time to look at your content promotion strategy.
The reality is, content is only half the battle. Content promotion is the other half. You have to make sure that your content gains the most exposure possible. This means you need to make sure you are promoting your content in the following ways.
Promote it on social media.
Tweet it. Share it. Promote it. Boost it. Sponsor it. Take every avenue you have available to you – both organic and paid – to get your content out on social media. People love content, and best of all, they love to share content on social media. So the more people you reach, the more potential it has for going viral.
Promote it to your mailing list.
Your mailing list isn’t just for advertisements. In fact, your subscribers will love you even more if they start seeing your great content in their inbox instead of sales ad after sales ad.
Promote it to individuals with reach.
Do you know people who have large social media audiences or blog audiences in your niche? If you have a good relationship with them, then reach out to them personally and ask if they’d be interested in sharing your content with their audience. Don’t tell them how to do it – just let them know you created some great content that you think their audience will like and share the link. Let them do the rest!
How to make content convert.
Once you get traffic to your content, your next goal is to make sure it is content that will convert your new visitors and readers into customers. Here’s how to make your content conversion-ready.
Create content for your ideal customers.
While you can create content about any topic under the sun, the best strategy is to create the type of content your ideal customers would be into. Do you sell women’s clothing? Then write about seasonal fashion, how to pick the best pair of jeans, choosing between timeless and trendy accessories, and similar topics. By creating content like this, you’ll have a much better chance of attracting a potential customer as opposed to just a consumer of great information.
Include a call to action.
If you wrote about the above mentioned topics, then make sure you have a matching call to action. Add a banner at the bottom of your post that takes your reader to the top fashion picks of the season, your latest line of jeans, and a page that allows visitors to pick from timeless and trendy accessories. If your content whet their appetite, then they’re going to be ready to buy related products.
Include a backup call to action.
Of course, not everyone is ready to buy, and that’s ok. The trick is to not lose them forever. This is where a backup call to action comes into play. Include an opt-in box beneath your post that entices readers to sign up to get the latest content from your blog. This way, you can pump even more conversion-ready content into their inbox, keeping them reminded of your business until they are ready to buy.
There you have it! If you’ve been struggling with your content marketing strategies, I hope these solutions will help you get on track to creating content that really brings results to your business!
Updated November 20, 2017.