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‘evergreen’ content and address long-term issues that don’t go out of date.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.
