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How to use targeted content marketing to reach new markets

If you’ve been online in the last few years you will have no doubt heard the term ‘Content Marketing’ thrown around.

If you’re finally ready to find out what exactly it is and how you can implement it into your online marketing strategy read on as we explain what it means and how you can utilise content marketing to reach new audiences.

What Is Content Marketing? 

As a forward thinking marketer you will have noticed that traditional marketing is becoming less and less effective. With the rise of social media and digestible high quality content being created around the world, a new type of internet marketing has emerged. Enter content marketing.

It’s described as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

In layman’s terms this means that instead of hawking your own products,  services or offers through social media. You provide your prospects and customers with truly relevant and useful content that is valuable for them.

Your own Pathwwway Gambling marketing team can either create this content or you can share other companies’ content. This is all with the aim to help solve and assist your followers with issues or problems that they may have around your area of expertise. 

Whatever Else, Make Sure You Design Engaging Content 

Within your strategy you’ll share content from others but you’ll also need to create content. The first step in creating content that will reach new audiences is to design pieces that are engaging and get people sharing. There are many forms of content that you can create, here are a few of the most popular types to get you started:

E-books – Remember the goal of an E-book is to educate rather than entertain. If you’re creating an Ebook then it should follow a simple narrative structure and it should also include a lot of good visual design.

Workbooks and Templates – If you have a consulting business or a service-based business you can provide helpful resources for people. Templates and workbooks are great because they are high value tools for prospects and they’ll keep your brand in the forefront of potential buyers minds.

Infographics  – you can tell stories with facts, figures and illustrations by creating an infographic for your audience to share.

Video – Video can be tricky to get right. When creating video for your content marketing strategy make sure it’s as high-quality and as timeless as possible. Otherwise you could end up wasting time and money updating videos every year.

How to reach new audiences

Once you’ve designed your content marketing strategy and created all the individual pieces of content now’s the time to start sharing it.

It’s been reported that on average marketers spend 80 percent of their time on the actual production of the content but only 20 percent of their time on promoting it. There needs to be more of a balance if you want your Pathwwway Gambling strategy to be effective.

If you want to reach new audiences read on to find out how we recommend making sure fresh eyes are seeing all of your hard work.

  1. Include Sources When Sharing

a big part of content marketing is sharing content from other organisations.

If you’re sharing people’s content or even if you have mentioned another source in a blog post or e-book a great way to reach new audiences is to tag them.

It’s definitely worth tagging other businesses when you post your content on social networks. The idea being that by crediting them you ensure they see the content, encourage them to check it out and in turn they may wish to share it with their followers.

You can be clever about this by keeping track of bloggers and influencers within your industry and shaping your content around them.

Have a higher chance of content shares by including influencers that are vocal on social media. Crediting them on social can mean that your content is more widely shared.

  1. Reach out to people who have shared similar content

We’ve touched on creating content around influencers but these aren’t the only people who can help to share your content. A secondary tactic you can use is finding people that have shared content around a similar topic as yours. Chances are if they’re active users and if your content offers value then they probably won’t mind sharing your content as well.

Cultivate these relationships first and create warm relationships with people interested in your topic.

Make sure you regularly engage with other users in sharing, engaging and commenting on other people’s content and posts. You can also be direct, and send them a message and asking them if they wouldn’t mind sharing your blog post, video or any other type of content.

You can find people that have shared similar content by visiting influencer insight platforms and typing in the keywords surrounding the content that you’ve created.

  1. Include a Call-to-Action in your best performing content

Your best performing content is most likely to be the most effective at engaging your audience. Take advantage of this interest and include a call to action for readers to act upon – be that a link to a product, link to another piece of content, a contact number or a donate button, whichever works best for your business. You can also use the power of your content to help drive traffic and attention to newer content that you want to promote.

This technique really works to get more people engaged in other content and can even boost sales. A top tip is to place your call to action close to the top of the content to help encourage more clicks.

  1. Don’t forget about promotion and distribution

We already mentioned that most content teams put the majority of their focus on creating, but if you want to reach new audiences you and your team need to find a winning balance between production and promotion.

Create strong behind-the-scenes processes throughout your content marketing system. Make sure that you collaborate with the right internal stakeholders, reach out to publishing partners, and build a social following.