Blogging and social media offer marketers the opportunity to publish their own content to attract customer attention, as well as pitch the media.
This strategy requires a balance of content that provides fresh news while also covering ‘evergreen’ topics.
For best results, think like a news editor. Create a regular mix of current events, original research and timely commentary for all-round reader engagement.
Here are three key elements you need.
Monitor and anticipate trends
Use social media to participate in larger conversations beyond just pushing out your company news. The more your brand interacts with timely content, the more people will see the brand, and its digital offerings.
Monitor trends in the news, pop culture, and the lives of your customers. Map out how your brand can participate in these conversations, via social media, blog posts, or other appropriate media. Don’t get involved in every conversation. Instead, focus on stories that relate to your overall brand strategy and messaging.
Create evergreen content that your customers need
Know your customers’ pain points, busy seasons, challenges and strengths. Create ‘evergreen’ content and address long-term issues that don’t go out of date.
When your customers search topics that regularly impact their lives, you already have relevant content out there. Customers and reporters alike will come to rely on your brand as a resource for their research, they’ll become more engaged with your timely content as well.
Leave room for real-time
24-hour news is your brand’s opportunity to offer instantaneous commentary. Remember the Super Bowl blackout? Oreo’s social media team was on standby and capitalized with timely humor. No one could have anticipated the blackout, but they seized the opportunity as it happened.
For maximum effectiveness, create an editorial calendar. Consistency is key: by regularly publishing quality content, you can drive more traffic, more leads, and more revenue as you nurture those leads into customers.