Content marketing is a powerful strategy to create rapport with your target audience and ease them into a relationship. But even the best content can’t help you if no one reads, watches or listens to what you have to say.
Simply posting an article or video to your blog or website and waiting is not enough. You have to get out in the world and share your work. How? Follow these three steps to develop your content-sharing game plan.
1. List any organization, group, club, retail outlet, blog, newspaper, local or targeted magazine, website or company that already has a list, customer base or readership that matches or comes close to your ideal client.
2. Identify all of the content-sharing opportunities. For each, track whether or not the opportunity exists to:
- Supply guest articles or share recorded content
- Speak at their already scheduled monthly or quarterly meetings
- Partner to hold an event together
- Promote your event through their “what’s happening” calendar
- Place articles or content at events the outlet holds or in-store
- Provide a value-added perk to members or customers (for example, share your ebook or other freemium)
- Hold an event at their location
- Participate in an online discussion forum they host (as a member)
Include contacts’ information, meeting or event dates, and details for how to submit or share.
3. Take advantage of your research time. Note the advertising possibilities each outlet offers. You may want to test paid advertising if the rates are reasonable and the target audience is spot on. Can you:
- Run print or online ads?
- Send targeted emails, postcards or ads to their list?
- Secure a listing in “resources” or “recommended links”?
Note costs, open rates, reach, ad sizes and selection criteria available.
The best part about this exercise is that you do not personally need to do it. Outline your target audience clearly and hand off this assignment to an assistant or intern, or hire a student to research, compile and follow-up on each of these outlets for you, and spend your time creating valuable content instead.
Kristin Harad, CFP®
Marketing trainer for advisers
San Francisco, CA
Editor’s note: Read more about content marketing from Kristin in her Journal of Financial Planning article, “Content Marketing Strategies to Educate and Entertain” (March 2013).