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The old saying “content is king” might be overused. But, anyone can’t even deny that it still rings true and relevant in this crowded digital world. Content marketing is an essential tool every marketer should have in their arsenal. It’s the lifeblood of a website, email marketing, WhatsApp marketing, social media profile, you name it.
We can all agree that content is the means for spreading your brand’s message, creating a meaningful connection with your audience, and standing out in a sea of competitors.
With the right marketing strategies, you can use them to elevate your brand's reach, build trust, and drive engagement like never before. We'll explore often-overlooked content marketing strategies to help you boost your brand's visibility and impact.
User-generated content, commonly known as UGC, is content that is created by your customers, fans, or followers rather than by your brand itself. It can take many forms, such as social media posts, videos, reviews, and blog posts, all centered around their experiences with your products or services. Then, you re-post the content.
UGC is highly influential because it reflects authentic experiences and opinions, which resonate strongly with potential customers who trust peer recommendations over traditional advertising.
At the same time, highlighting customer stories on your social media platforms or website can also create a sense of community and loyalty. This will build organic growth and expand your brand’s reach without the need for heavy investment.
Featured snippets are the highlighted information boxes that appear at the top of Google's search results, providing quick answers to user queries. By structuring your content to directly address commonly asked questions in your industry, you can increase the likelihood of your content being featured. This not only drives more organic traffic to your website but also positions your brand as an authoritative source in your niche.
Here’s a quick guide to optimizing your content for Google’s featured snippets.
Creating new content one after the other is a back-breaking task. That is why repurposing evergreen content is a smart strategy for giving your old content a new life. Evergreen content remains relevant and valuable over time, regardless of trends or seasonality including YouTube trends. Instead of constantly creating new content from scratch, identify high-performing evergreen pieces such as comprehensive guides, tutorials, or in-depth analyses.
Review your evergreen content regularly to make sure it reflects the latest information and trends in your industry. Update statistics, add new examples, and refresh outdated sections to maintain relevance.
Then, turn them into different formats, such as infographics, podcasts, videos, Whatsapp campaign, newsletter or downloadable PDFs. This allows you to reach new audiences who prefer different types of content consumption. You can also break down extensive evergreen content into smaller, more focused articles or create a series that explores different aspects of a topic.
Social media platforms just can’t seem to stop releasing interactive features, such as live streaming, stickers, polls, quick quizzes, and even broadcast channels. You can use all those features to boost engagement with your audience significantly. Even when your target audience isn’t really social media savvy, these features can still be leveraged effectively to enhance your brand's presence and interaction levels.
Many people believe working with well-known influencers with millions of followers means more opportunities for brand exposure. The truth is, that number of followers doesn’t guarantee a great engagement.
Meanwhile, micro-influencers typically have smaller, niche-specific audiences that are highly engaged and passionate about their content. Aligning with micro-influencers who share your brand values can reach a more targeted audience segment that is genuinely interested in your products or services.
According to statistics, micro-Instagram influencers boast an average engagement rate of 3.86%, while mega-influencers see only 1.21%. Followers view micro-influencers as relatable and trustworthy figures within their communities– so their recommendations carry weight because they are perceived as authentic enthusiasts rather than paid promoters.
While global SEO strategies are essential for broader reach, local SEO often gets overlooked despite its potential to drive highly targeted traffic to physical businesses. If you own a coffee shop, pet shop, nail salon, or even a law firm, local SEO can significantly impact your visibility and customer acquisition efforts in your immediate community.
Local SEO makes sure that your business appears in search engine results when potential customers in your area are searching for relevant products or services. This targeted approach means you're reaching people who are more likely to visit your physical location or make a purchase locally.
You can start by claiming and optimizing your Google My Business (GMB) listing. You need to fill out all the business details such as address, phone number, business hours, and customer reviews.
Collaborating with niche influencers and experts brings fresh perspectives, unique insights, and expert knowledge to your content. Their endorsement or contribution to your content lends authenticity and builds trust among their followers, improving your brand’s credibility. These collaborations can be interviews, webinars, guest blog posts, social media takeovers, etc.
While these experts can take advantage of reaching new audience and showcasing their expertise on a different platform, you can leverage their influence to expand your reach and engage with their loyal followers. It’s a win-win marketing strategy.
Attention spans are only getting shorter. So, retaining today’s audience's attention requires delivering content that is concise, engaging, and easily digestible. It doesn’t matter what types of content you create; make sure that it’s quick to consume. That means even when an audience doesn’t stay until the end, they still retain valuable information or key takeaways.
The rise of bite-sized content like videos and infographics reflects the fact that not every viewer or reader will stick around until the end. It also highlights the importance of making even short interactions memorable so people have key insights or actionable takeaways.
There’s no one-size-fits-all approach to a successful content marketing strategy. The key has always been creating great content. But great content gets buried in the depth of digital noise if it isn't strategically promoted and optimized for visibility and engagement. Those overlooked gems in content marketing can help you explore untapped marketing strategies to reach more audiences and ultimately differentiate your brand in a crowded marketplace.
Author Bio
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).Â
