Mix It Up! Why Mixing and Matching Content Marketing Is A Recipe For Success
Content marketing is a very broad category of marketing. It includes everything from text and video to audio and visual content. The sheer number of options can be overwhelming. Do you post blogs, create videos, write white papers, design infographics, start a podcast, build a photo gallery, run contests, offer quizzes? It’s overwhelming!
I’ve known business owners to freeze up when faced with so many choices and never move forward with their plan. At the other end of the spectrum, I’ve seen businesses go all in and try a little bit of everything. Neither approach is ideal. At one end you’re paralyzed by indecision, at the other end you’re spreading resources too thin to build any real success.
The good news is, there isn’t any one best approach. What works unbelievably well for one company may not work at all for another. That gives you the freedom to pick and choose the types of content that work best for your organization. This is incredibly freeing for many small business owners who think they have to do it all!
But how do you figure out what your best options are? That’s what we’re going to delve into in this post.
7 Tips For Choosing The Best Content Mix For Your Business
Any successful content marketing plan is highly customized. It is a unique recipe of content and content channels that are tailored to the business’ budget and resources, audience expectations, and desired outcomes. Once you identify these parameters, selecting the best content marketing options for your business becomes easier. Here’s how to whittle down your content marketing options into a workable strategy:
- Understand your brand. A solid understanding of your brand’s mission and purpose will naturally lead you to the type of content that will most effectively deliver your message. Retail businesses will likely find better results with an image-heavy content plan than they’d find with a plan that relied more on blogging, for example.
- Know your audience. Businesses that understand their customers’ thoughts and preferences can use that knowledge to identify the content channels that are most likely to reach them. Is your audience on-the-go a lot? Maybe they’d be best reached through videos or podcasts they can watch or listen to on their phones.
- Develop goals. What are your content goals? At what stage of the buyer’s journey are you trying to reach consumers? Are you interested in conversions? Shares? Building lists? All good marketing plans start with a goal; content marketing is no different. Define your goals, then identify which types of content will best help you accomplish those goals.
- Identify resources. What kind of budget and resources do you have for this plan? In some cases, budgetary or resource limitations can make your decisions for you. What kind of content can your staff create? Can you afford to hire outside help? Is there money for an ad campaign or do you need to focus on what you can accomplish for little to no cost?
- Identify your platforms and performance. A logical starting point is to identify the content channels you already use and see how well they are working for you. Are there channels you can let go of and replace with a more effective choice? Maybe once you’ve analyzed your audience and their preferences, you’ll realize there are channels you’ve never even considered that would be a good fit.
- Look to the competition. Look around and see what your competitors are doing and what kind of success they seem to be having with their content. If you’re going to be competing with them, it’s best to be on the same channels (assuming those channels are working for them).
- Tweak and adapt based on feedback. Don’t be afraid to change your content plan if something is not working for you. Use customer feedback and performance insights to determine which channels are most effective and provide the best ROI.
As I mentioned above, the beauty of content marketing is that there isn’t any one right choice. Each platform and type of content has its advantages. What matters is that those advantages work for your business and your business goals so don’t hesitate to mix and match content channels to find the right combination!
Not sure where to start? Contact Orlando Content Marketing for help! Call our team at 407.461.4368 to discuss your needs and get started with a content marketing plan.