BY DANIEL DA SILVA LAY

With digital marketing becoming more and more essential to your business, there’s been a lot of hype around content marketing.

I often get asked whether this is something that all businesses should be doing and the short answer is that content marketing is only one of many marketing strategies available. You need to decide if it’s something that you want to do for your business and then build a strategy around it.

What’s happened is that technology and blogging has made it easy and inexpensive for anyone to get their content out there and so everyone is doing it. The amount of noise you now have to overcome just to be heard by your potential customers is huge and every day it’s increasing.

So if you’re going to try and get noticed in this space, here are a 5 things that you need to know about content marketing:

  1. Content comes and content goes
    Today the moment you post some content up and share it on social media, it only takes a few hours before everyone’s news feeds are filled up with other things and your content is gone. Which leads to my next point…
     
  2. You need to be strategic
    If content isn’t part of your overall strategy, no one is going to read it and it’s essentially worthless. There needs to be a strategy behind how you market your content, including things like how, where and when.
     
  3. Everyone’s an expert
    Well not really… but that’s what it looks like on social media. Some people have some valuable info while others are going to try and fake it until they make it.
     
  4. A billion people make a lot of noise
    Leveraging technology is so cheap and easy that it can be hard at times being heard through all of the noise. Without a strategy in place, you have a much better chance of being noticed yelling down a busy street.
     
  5. Product vs. personal branding
    It’s easy to fall into a trap of trying to be unique with your blog or your content and then offering a product or service that looks like everything else in the market and thinking that you’ve found a way to differentiate. Don’t fall into this trap. A Unique Selling Proposition (USP) has never been so important for your business.