{"id":6718,"date":"2016-12-08T04:00:05","date_gmt":"2016-12-08T10:00:05","guid":{"rendered":"https:\/\/www.advicelocal.com\/?p=6718"},"modified":"2016-12-08T04:00:05","modified_gmt":"2016-12-08T10:00:05","slug":"content-marketing-expanding-audience","status":"publish","type":"post","link":"https:\/\/www.advicelocal.com\/blog\/content-marketing-expanding-audience\/","title":{"rendered":"4 Proven Content Marketing Strategies for Expanding Your Audience"},"content":{"rendered":"<p>The spawning and <a href=\"https:\/\/www.advicelocal.com\/blog\/local-search-made-easy-part-4\/\">spreading of content over the internet<\/a> has resulted in today\u2019s consumers being more industry-, product- and brand-aware than ever. Brands have accepted content marketing as one of the most effective ways to acquire and retain customers. A study of over 200 Fortune 500 CMOs <a href=\"https:\/\/digitalcontentnext.org\/blog\/2015\/07\/24\/cmos-report-that-content-marketing-is-effective\/\" target=\"_blank\" rel=\"noopener noreferrer\">reported that<\/a> 95% of them:<\/p>\n<ul>\n<li>said content marketing was critical to their business;<\/li>\n<li>believed creating timely, engaging content was one of their biggest challenges;<\/li>\n<li>relied on content to engage their audiences.<\/li>\n<\/ul>\n<p>Let\u2019s revisit CMI\u2019s definition of content marketing:<\/p>\n<blockquote><p><em>Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience \u2014 and, ultimately, to drive profitable customer action.<\/em><\/p><\/blockquote>\n<p>While it\u2019s clear that content marketing is by no means a one-size-fits-all method (hello, \u201cclearly-defined audience\u201d), your content needs to reach a <em>critical mass<\/em> of audience before you can think about segmenting or profiling them based on their intent or behavior. Let\u2019s explore a few fundamental strategies you can use to build and keep a bigger, keener audience.<\/p>\n<h2>Four Content Marketing Strategies Businesses Can Use to Grow Their Audience<\/h2>\n<h3>1. Spread Out on Social Media and Stick to It<\/h3>\n<p>While the use of social media for content promotion is as obvious as the sun rising in the east, and 9 out of 10 companies are already on social media, it continues to be the top content marketing tactic used across B2B and B2C industries.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6737 size-large\" src=\"https:\/\/www.advicelocal.com\/images\/B2B-B2C-Content-Marketing-Usage-1024x586.png\" alt=\"b2b-b2c-content-marketing-usage\" width=\"100%\" \/><\/p>\n<p>Managing a successful brand account is not quite as simple as it looks. I like to use the analogy that social media is the car that drives your content to its destination. Before putting your foot on the gas pedal, you need to have a direction. Consider the following questions:<\/p>\n<ul>\n<li>What do you want consumers to walk away with?<\/li>\n<li>If your brand were a person, how would they talk?<\/li>\n<li>How can you provide value with each post?<\/li>\n<li>What are your goals?<\/li>\n<li>How do you measure success?<\/li>\n<\/ul>\n<p>Once you have a map drawn out, it is important to know <em>how<\/em> you\u2019re going to drive your car. That is, what social media platforms will work best for your mission?<\/p>\n<p>For example, <a href=\"https:\/\/twitter.com\/Arbys\/media\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Arby\u2019s<\/a> has a quirky presence on Twitter \u2013 they spend a lot of time setting up photo ops with their menu items in real world situations.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Heavy is the bun that wears <a href=\"https:\/\/twitter.com\/hashtag\/TheCrown?src=hash&amp;ref_src=twsrc%5Etfw\">#TheCrown<\/a> <a href=\"https:\/\/t.co\/F3f72zbxSU\">pic.twitter.com\/F3f72zbxSU<\/a><\/p>\n<p>&mdash; Arby&#39;s (@Arbys) <a href=\"https:\/\/twitter.com\/Arbys\/status\/794554830266122241?ref_src=twsrc%5Etfw\">November 4, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Recently, they have been posting a series of tweets with cardboard creations complemented with witty copy, much to the appreciation of their followers.\u00a0Not very long ago, Arby\u2019s faced an identity crisis. In 2013, they <a href=\"http:\/\/www.adweek.com\/brand-marketing\/how-arby-s-turned-its-brand-around-after-years-identity-crisis-169009\/\" target=\"_blank\" rel=\"noopener noreferrer\">brought in CMO Rob Lynch<\/a>, who reinvented their image as a clever fast-food chain that strikes a chord with the public.<\/p>\n<p>The beauty of using social media in your content strategy is that it is a two-way road and there is always room for improvement. You will learn a lot from both your victories and failures.<\/p>\n<p>Take each user interaction with a grain of salt. Use their thoughts and feedback for future reference to build from. The key to doing this successfully, unsurprisingly, is data. Use a social analytics tool such as <a href=\"http:\/\/keyhole.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Keyhole<\/a>, which lets you track the performance and reach of hashtags or brand keywords, <a href=\"https:\/\/www.advicelocal.com\/blog\/following-competitors-social-media\/\">monitor engagement on your competitors\u2019 accounts<\/a> as well as your own, and access historical impression data on all your posts.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6738 size-large\" src=\"https:\/\/www.advicelocal.com\/images\/Keyhole-SEO-Performance-Tracker-1024x523.png\" alt=\"keyhole-seo-performance-tracker\" width=\"100%\" \/><\/p>\n<p>All this helps you learn what sort of messaging works &#8211; and what doesn\u2019t &#8211;\u00a0for your brand.<\/p>\n<h3>2. Harness the Power of Imagery<\/h3>\n<p>Humans are visual beings. A study conducted at the University of Minnesota found that 90% of the information transmitted to the brain is visual and humans process images 60,000 times faster than text.<\/p>\n<p>What\u2019s the implication in content marketing, you ask?\u00a0Content featuring compelling images averages <a href=\"http:\/\/www.mdgadvertising.com\/blog\/its-all-about-the-images-infographic\/\" target=\"_blank\" rel=\"noopener noreferrer\">94%\u00a0more<\/a>\u00a0views than those without.<\/p>\n<p>Read that again.<\/p>\n<p>Walls of dense copy don\u2019t always resonate with users. When you\u2019re creating content, try to incorporate photos, videos, memes, or infographics to make it more eye-catching. Needless to say, social media combined with stunning images is an evergreen formula for content marketing success \u2013 hello, <a href=\"http:\/\/www.fourthsource.com\/instagram\/using-instagrams-visual-appeal-effectively-market-niche-products-21569\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>!<\/p>\n<p>Food brands are masters at using imagery in content marketing. Here, McDonald&#8217;s uses an enticing photo to market their classic chicken nuggets. Using close-up visual effects, the food is the centerpiece of the post and the copy acts as a supplement to wetting your taste buds.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6739 size-full\" src=\"https:\/\/www.advicelocal.com\/images\/McDonalds-visual-content-marketing.png\" alt=\"mcdonalds-visual-content-marketing\" width=\"100%\" \/><\/p>\n<p>Image Credit: McDonalds<\/p>\n<p>Here is another example from Southwest Airlines. They use a compelling picture that represents the recently relaxed restrictions on traveling to Cuba. The image works to build excitement while the copy provides necessary information and a call-to-action.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6740 size-full\" src=\"https:\/\/www.advicelocal.com\/images\/Southwest-Air-Instagram-Marketing.png\" alt=\"southwest-air-instagram-marketing\" width=\"100%\" \/><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/p\/BMwWBJ0A2zt\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Image Credit: Southwest Airlines<\/a><\/p>\n<h3>3. Involve Your Audience<\/h3>\n<p>Audiences today like to feel a sense of engagement with the brands they interact with. In a survey conducted by Axonn Research, 67% of respondents said they prefer to buy from brands they actively follow and engage with.<\/p>\n<p>Whether through social media, contests, surveys, or guerilla efforts, consumer involvement needs to be a top priority in your content marketing strategy. This means understanding how your audience communicates as well as what is currently trending in the world.<\/p>\n<p>One of my favorite examples of incorporating the audience in a marketing strategy is Coca-Cola\u2019s 2015 \u201cShare a Coke\u201d campaign. In perhaps one of the most innovative marketing efforts of the decade, Coca-Cola traded out their famous logo on the 20 oz. bottles and exchanged it with 250 of the country\u2019s most popular names.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6741 size-full\" src=\"https:\/\/www.advicelocal.com\/images\/Share-a-Coke-Marketing-Campaign.png\" alt=\"share-a-coke-marketing-campaign\" width=\"100%\" \/><\/p>\n<p>The title of the campaign alone is a great call-to-action. It prompted customers to do more than just buy the beverage \u2013 it urged them to interact with their peers.<\/p>\n<p>By doing this, Coca-Cola connected with their target market on a very personal level. Customers were encouraged to share their photos and stories on social media. In return, the company basically gave the entire storytelling aspect and content ownership to the consumer. People were not just promoting Coca-Cola, they were promoting themselves by starting conversations.<\/p>\n<h3>4. Keep it Consistent<\/h3>\n<p>Producing content in general can be a challenge. Content marketing should be thought of as a constant work-in-progress. However, it needs to be consistent as well. For example, if you <a href=\"https:\/\/www.advicelocal.com\/blog\/search-engine-optimization-part-1\/\">publish blogs<\/a>, don\u2019t post eight articles one week then go three months without posting another. Your audience will pick up on these types of inconsistencies.<\/p>\n<p>Further, it\u2019s no secret that <a href=\"https:\/\/moz.com\/blog\/google-fresh-factor-new\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google likes fresh content<\/a>. The more frequently you publish and the more updated your pages are, the more your site will be crawled and indexed. This leads to increased traffic and, ultimately, a greater amount of leads.<\/p>\n<p>Ever notice how top content creators in online marketing <a href=\"https:\/\/www.google.com\/search?q=neil+patel+inurl%3Aauthor&amp;pws=0&amp;gl=us&amp;gws_rd=cr\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Neil Patel<\/a>, <a href=\"https:\/\/www.google.com\/search?q=larry+kim+inurl%3Aauthor&amp;pws=0&amp;gl=us&amp;gws_rd=cr\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Larry Kim<\/a>, and <a href=\"https:\/\/www.google.com\/search?q=jayson+demers+inurl%3Aauthor&amp;pws=0&amp;gl=us&amp;gws_rd=cr\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Jayson Demers<\/a> keep spewing out rad posts on every major online publication? You\u2019d think they write more often than they breathe! Say what you will about their \u201creal expertise\u201d or \u201cfactory-made content,\u201d but try dislodging their articles from atop their perches in the Google SERPs.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6742 size-full\" src=\"https:\/\/www.advicelocal.com\/images\/Neil-Patel-Content-Marketing.png\" alt=\"neil-patel-content-marketing\" width=\"100%\" \/><\/p>\n<p>Regardless of what content channels you use \u2013 email, social media, webinars, or others \u2013 your output and engagement with viewers should always be consistent.<\/p>\n<p>Releasing a consistent flow of content is hardly a one-man job. Luckily, there are tools to make this task much easier. For example, <a href=\"https:\/\/www.workzone.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">WorkZone<\/a> is a team collaboration and scheduling tool that can help you plan and manage a campaign from start to end. You can assign tasks to specific employees, stay on top of inter-departmental communication with status updates, speed up approvals, and monitor progress on a micro-level.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-6743 size-full\" src=\"https:\/\/www.advicelocal.com\/images\/WorkZone-Content-Marketing-Collaboration-Tool.png\" alt=\"workzone-content-marketing-collaboration-tool\" width=\"100%\" \/><\/p>\n<p>Consistency can do wonders to set the tone for your brand communication, as well as the relationships you share with your customer base. The birds have it, the bees have it, even educated fleas have it. You have no excuse not to be relentless with your content marketing.<\/p>\n<h3>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=Proven+%23ContentMarketing+Strategies+for+Expanding+Your+Audience+via+%40Advice_Local&#038;url=https:\/\/www.advicelocal.com\/blog\/content-marketing-expanding-audience\/' target='_blank'>Proven #ContentMarketing Strategies for Expanding Your Audience via @Advice_Local<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=Proven+%23ContentMarketing+Strategies+for+Expanding+Your+Audience+via+%40Advice_Local&#038;url=https:\/\/www.advicelocal.com\/blog\/content-marketing-expanding-audience\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<\/h3>\n<p>Inevitably, not every strategy is going to work for every brand. Great content is not produced overnight. Step back and examine what makes your brand unique in the eyes of your audience and on a given channel. Don\u2019t be afraid to get creative and think outside the box. You will eventually strike gold.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The spawning and spreading of content over the internet has resulted in today\u2019s consumers being more industry-, product- and brand-aware [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6757,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[9],"tags":[],"class_list":["post-6718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 Content Marketing Strategies for Expanding Your Audience | Advice Local<\/title>\n<meta name=\"description\" content=\"Let\u2019s explore a few fundamental content marketing strategies businesses can use to build and keep a bigger, keener audience. 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