10 questions answered about content marketing – part 2
This is part two in our series answering your questions about content marketing.
Your questions answered
7. How can I produce my own content? I don’t have any equipment and I’m not a marketer.
Check your pocket. Is there a smartphone inside? Yes? Awesome, you’ve hit the equipment jackpot!
If not, there are still plenty of ways to create your own content.
Granted, the appearance of your media is important, but nowhere near as much as the message it carries.
If you like to write, you could start a blog covering topics relevant to your business and industry.
Get your phone out and experiment. Start taking photos, timelapse and video of everything related to your business.
Get your hands dirty and see what works. Take the best results and re-shoot them to make them better.
Play around with some easy-to-use graphic design apps that will have your images or quotes looking beautiful.
Don’t limit yourself by thinking you ‘can’t’ create content. That’s a lie.
Think small and play around with the video / photo app on your phone.
You’ll get better each time you do, and before long you’ll have a massive pool of content at your disposal.
You may even start looking at some paid image editing apps to help you along.
Whatever you do, just make sure you’re always aiming to create real value for your audience, whether it’s entertaining, informative, or elicits some kind of an emotional response.
8. What do I do with my content when it’s ready to go?
As we covered in Thinking Small, you should be concentrating on just one or two social media channels (in addition to your website), when you’re beginning to grow your audience with content marketing.
This keeps you focussed and lessens the overwhelming feeling of tackling everything the internet has to offer in one hit.
When you have your content ready, either post it directly through the native app (like your website blogging tool, Facebook, Instagram, or Twitter), or consider using a content distribution hub like Hootsuite.
The free version of Hootsuite allows you to add and manage up to three social media sites. You can monitor each from a central dashboard, seeing comments and mentions of your page, as well as your inbox and recent posts.
This is amazingly efficient as you can spot issues and respond to people directly from a single location, without needing to log into each site individually.
You can also schedule the release of your content. This is handy when you have a lot to roll out, prefer to complete your social media management in chunks (which we’d recommend), or would like to distribute your content at a specific time.
9. How often should I be posting?
There are no hard and fast rules here – no 100% reliable strategies.
You don’t want to become a spammy annoyance, but you do want to be consistent.
The amount of content you have available (or can create in a specific timeframe) can help you decide how often to post during a given week.
As a rule of thumb, here are some ideas about post frequency for selected sites:
- Twitter – Tweets generally has a very short lifespan – at the most, around 2hrs. This means you can post more regularly on Twitter than other social media site. The good folk at Buffer recommend no more than three tweets per day, saying engagement decreases gradually after that number.
- Facebook – Research from HubSpot suggests the optimal number of Facebook posts per month for pages with 1-1000 followers is less than 15. That’s less than four times a week, but you could get by with just once or twice. Test it out and find your sweet spot.
- Blogs – As often as your resources allow! It can be extremely difficult to find the time to consistently blog, but it’s something you need to do as it provides good reason to regularly ‘touch’ your followers and remain front-of-mind.
- Instagram – My personal favourite platform. Once you start building momentum and nailing your hashtag usage, you’ll to see engagement with your posts days, weeks and months after you initially make them. It’s really the gift that keeps on giving. Posting once a day seems to produce the most interest without reducing the exposure you receive.
10. What if I fail?
Start again! Everyone fails, all the time.
The key is learning from your mistakes and tweaking your approach as required.
Experiment with creating content on your smartphone, write some blogs, make some graphics and post them online.
Try – fail; try again – be better. Just don’t take setbacks as a sign that you’re not cut out for the job.
It’s all just part of the creative process and the fun of content marketing!