We live in a world of content.
It’s everywhere, all the time, and usually all at once. It’s likely that you have this blog sharing space with three other tabs on your browser or read paired with a true crime podcast and/or a compilation of cute cat videos playing in the background.
And that’s fine! For digital marketing, though, this constant content is more than just distraction and entertainment…it’s a crowded dance floor that you’re tasked with finding space in. What can you do to get in? How do you know what to post on your blog or website?
We’ve boiled the possibilities down to three options. Maybe you pick one; maybe you rotate through all three. What matters is that you can file away a lot of information into something manageable.
Created Content
Created content is content you’ve created — crazy, right? It might seem intimidating to task yourself with making something on your own, especially if you don’t have the skills or software that you may consider necessary to making something great. In this age, though, creativity has never been more accessible.
A blog — perhaps one that gives a behind-the-scenes peek at your process — can be fascinating. For art, there are websites like Canva that you can use to create professional-grade graphics that can present announcements or future events.
If you don’t want to go that far, a photo or video can be practical, while also humanizing you and your brand, even if the production-value is a little rough around the edges.
Curated Content
There are many social media sites, like Tumblr and Pinterest, that run off the model of collecting content from other sources. It’s worked for many other brands, and depending on your goals, it could be a viable strategy for your posting habits.
You can find resources and infographics that fit into your brand by pairing them with a product or service you sell or applying them to something your ideal audience will experience in their day-to-day life. If you’re working with a platform like Pinterest, you can create “mood boards” that fit a certain aesthetic. Those boards can be a very innovative way to draw attention to your own work and that of others in your industry.
When doing this, though, make sure that you’re crediting the original sources and creators from the work you find. If you skip that crucial component, you aren’t curating at all — you’re just stealing.
Collaborative Content
If you’re feeling a little stuck in your posting, it could be a good time to reach out to your audience. What do they like? What do they want to see? Building a relationship with the people who are curious about you or your brand will help to build a relationship and keep them following you and your business.
This can be as simple as putting out a question poll or taking time to do some kind of live stream. If you can, a giveaway is also a great way to build engagement. People like to get things, and more than that, they like feeling valued by the creators and brands they support.
A big part of content creation requires confidence. You have to believe that you have something that deserves to be seen by the public. If you don’t feel like that, at the very least, you have to pretend like you do.
In the digital space, you absolutely have a right to work yourself into the crowd and bust a move. More often than not, you’ll be surprised by how welcome your ambition is.
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