Legendary director and producer Steven Spielberg once said: “through … good storytelling, you can get everybody to clap at the same time.”
Developing a successful content marketing program requires quality storytelling, which engages and educates your audience too. It also takes them on a journey towards buying from your business. Of course, creating engaging content is easier said than done, and getting cut through with your content is a challenge – even Spielberg gets it wrong sometimes!
Great writing is critical, as many of my clients tell me – and if you have the chance and budget to work with a journalist, take it. However, sweet copy will only get you part of the way, and for me, there are three components to a successful content marketing campaign.
Work out your topics
When building your content marketing program, consider subjects where you have some knowledge and expertise – often called ‘thought leadership.’ For example, you might want to pick four core themes such as ‘financial regulation,’ ‘superannuation,’ ‘personal insurance,’ and ‘investment strategies.’ Indeed, I’d recommend selecting three or four key themes when you start. You can always review, or add to them over time as your program grows.
Once you have decided on your core themes, choose topics within these parameters, which allow you to provide valuable thought-leading content. As my old business partner and Money magazine colleague Chris Walker told me many times, there is no such thing as a new idea, and the same applies to the core themes of financial planning. However, if you can bring a unique angle to an existing theme, you can build a thought leadership niche for yourself. You can develop a subset of topics, which hang from the core themes, especially if you believe you have a clear skillset advantage in one specific area.
Keep to a schedule
Consistency should be a focal point of your content marketing campaign. As you build your subscriber base, maintaining regular communication is absolutely essential. The aim is to keep your audience engaged, and shuffling along the sales funnel.
For starters, a weekly schedule is probably the sensible way to go – so aim for one new post a week. That said, whatever you decide, make sure you can stick to this schedule. Simultaneously, factor in the time it will take you to create your content. If you’re writing a blog for example, aim for between 500-700 words as a guiding principle. It may take you longer than you think, especially if writing doesn’t come naturally to you – again it might be better to outsource the writing to a professional.
Do your research
As a thought leader, your opinion matters. But it is always valuable to have solid proof points backing your position. It may be other respected articles you’re referencing, or a study relating to the topic you’re writing about – the key is the research should support the point you’re making.
By referencing other information sources, you’re demonstrating that you’re knowledgeable, are well-researched and have an educated point of view. Also by linking this supplementary source to your post, you’re attaching it to your brand. Your subscribers attribute the benefit of this knowledge to you, which amplifies the benefit you’re giving them.
