5 Content Marketing Techniques That Lure Subscribers To Your Brand
You've probably outlined a number of goals for your content marketing strategy
that include increasing your website traffic and leads. Woven into your effort to generate good quality leads is the need to not only extend your brand's reach but to also win over more subscribers to your brand.
Here are five approaches to assist you in tuning your content to lure the most subscribers:
- Remember Karma - what goes around comes around, if you put positivity out into the Blogosphere, you are more likely to get it back - especially as it relates to your brand. At a tactical level, this means that there's no need to speak negatively or derisively about your competitors in your online content. It's certainly OK to highlight how the features and functionality of your product compare to those of your competitor, but it should be done in a thoughtful, data-driven manner.
- Be Topical - don't create brand focused content in a vacuum, pay attention to current events and how they tie to your offering. Recent storm in your tree trimming company's service area? Offer useful content on how your potential customers should report downed power lines and tree limbs or even create a storm center content area on your website.
- Share From Within - LinkedIn, Facebook, and Twitter are useful tools to get your word out. Branded accounts are a must for each of these networks. You should also move beyond branded accounts by encouraging sharing from within your company. Say you have 20 people in your start-up. All of them are probably active on at least one social network. Think of the power of sharing branded content through each of your employees' individual networks. Instead of 2 tweets for each new blog post, you could potentially have 10 tweets. The ripple effect of sharing from within is significant.
- Be Downloadable and Printable - website visitors and leads should be able to take your corporate content with them. Your content should be easily downloadable and non-modifiable (e.g. in .pdf format). Don't forget that your downloaded content might be printed. Be sensitive to colors. Your whitepaper with the dark green background may look great on a computer screen, but it will probably be hard to read when printed (and use up a ton of green toner ink).
- Be Graphical - if a picture paints a thousand words, how many words does an infographic paint? Data shared within your branded infographic is an effective and visual method of building your brand's value proposition.
As you build your subscriber base with the above techniques, your subscribers will in turn become advocates of your brand and organically extend your content marketing efforts to help you reach your revenue goals.