How to Make Content Marketing Work

7 Top Tips for Leveraging Your Content Marketing RelationshipsWe all know that good content is a powerful resource for your online presence but sometimes the nuts and bolts of how to make it really work can be missed. Developing quality content that is interesting to your audience, sharable and valued by Google always comes with a cost. So making sure it really works for you and your business is the key to success.

While many instantly think of guest writing blog posts and articles as content marketing the range is broader than that and gives non-writing types good opportunities as well as fitting in your content calendar.

Paid for content can include interviews of different lengths and formats through to advertorials where the online editor does the the interview and writes the story. What can be really interesting is to answer the questions yourself via email and have your own voice come through to tell your story.

Whatever the type of content you're involved with, it is really important to make the most of the opportunity for you, your business goals, your potential audience and Google rankings.

For many, a key reason for getting involved in content marketing and promotion is to boost their Google rankings and move up onto the first page or organic Google search results. So they look to leveraging inclusion in various stories and interviews on relevant websites to make this happen. The real secret is producing quality content for the reader. Get that right and everything else is a whole heap easier.

7 Tips for Leveraging Content Marketing Relationships

To help make the most of being featured on other relevant websites we have devised 7 practical tips for leveraging your content marketing relationships:

Content Tip 1:

As Google really values the presence of back links from relevant, quality sites to your site make sure your links are included in the content.

Content Tip 2:

Have a checklist of the links you want included and make sure you strike the right balance for the reader, it's not all about Google rankings, it's about your audience as well. 

You might have 10-20 social media profiles but your reader will just be overwhelmed by seeing them all bunched together. Instead, keep it simple with up to five links: website, blog, Twitter, Facebook and LinkedIn can be a good starting point.

Content Tip 3:

Be sure the content gets into your social media marketing scheduled and links are made from your profiles to the story. Google will see the links to relevant site and give a higher ranking.

Content Tip 4:

When promoting on social media make sure you tag those involved. This is where the value is because we are all after good quality social media content and will share what we are directly involved with. This means you will be exposed to their audiences and grow your profile.
Leverage your content marketing through scheduled Twitter posts tagging others involved in the story

This tweet was quickly shared because of the quality of the content, those tagged and the relevant hash tags. 

This leverages the value of the content and gets it out to a wider audience - a direct reward for generously cross promoting others. Click here for the story of the 15 Tips from Top Social Media Influencers.

Content Tip 5:

Make sure the information you share is about your audience needs rather than your promotional needs. People share good quality content that helps, inspires or informs. They do not share promotional guff from those they barely know. Only dedicated brand advocates with strong existing relationships share promotional materials. 

Take the opportunity to show how much value you can add through your knowledge and experience and sharing it generously so you have a good fighting chance to build a new relationship.

Make your content marketing work for your business

Content Tip 6:

The more systemised and organised the publisher is in promoting content the more valuable the opportunity is as it will gain you more exposure. 

So find out if they schedule their social media posts, how frequently and how will the story be promoted through their marketing channels. It's really important that they get the idea of cross promotion and are set up for it.

Content Tip 7:

Look for evergreen content opportunities where your story will have a longer life than just a very brief passing post. 

You want the links in particular to be ever green to get your Google ranking points to boost you up the search results. There are a range of different types of content so be sure to explore what's available with various editors and bloggers.

Bonus opportunities are really valuable. These are ones where you can leverage off other's promotions, so if there are other people being featured in the article you will have a double whammy effect when they promote the story and bring their audience to you. You can get this exposure both directly through the story as well as via social media promotions.

Working with Editors

When opportunity knocks to be part of a content make sure you are working within the editors' time frame. Asking whether it can be in a few weeks time might mean you miss out. It's perfectly fine to ask for some time to think about your answers or what to write but keep in mind editors have deadlines that drive them.

You can always seek out content marketing opportunities with editors, bloggers and fellow business owners who are get the real value of cross promoting and strategic relationships.

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