Content Marketing Without a Blog
It’s no secret that content marketing has a phenomenal ROI (the statistics only seem to get better with each passing year). In fact, Kapost and Eloqua recently produced an eBook on the ROI of content marketing in which they stated that per dollar content marketing produces three times the number of leads as compared to traditional marketing.
Unfortunately, many businesses have shied away from content marketing, mistaking the term for a synonym of “blogging,” which is not the end-all-be-all of content marketing. In fact, I can think of seven ways you can do content marketing without a blog…
Not much for writing, but love talking? Share your experience and knowledge through a vlog series on YouTube, and promote it through your Twitter and Facebook page. Trust me, this works. If you need any evidence, allow me to point you to the wildly successful "Will It Blend?" campaign by Blendetc.
You aren’t much for appearing on camera either. That’s fine – go the route of the podcast. Interview experts in your industry, or just take 10 minutes to address your customers’ frequently asked questions. The podcast is still a viable form of content marketing. Plus, it’s the only non-visual form on this list.
Facebook & Twitter
It almost goes without saying that Facebook and Twitter are great ways to drive a content marketing strategy, but don’t take my word for it. 76 percent of businesses are using social networking for business objectives.
Are you in an industry that loves statistics and facts? (Hint – the answer is a resolute ‘yes’.) Put the right amount of creativity and effort into it, and you can have an infographic that goes viral. Seriously, any business can leverage an infographic to their advantage. As an example, take Brilliance, a jeweler whose “Kardashian Wedding vs. Average Wedding” infographic went viral in 2011. The infographic brought in thousands of visitors to the company’s website because it was well done and interesting.
So, I said I have seven strategies that avoid blogging, but not writing. If you’re a B2B company, then a white paper could be just the thing you need to widen your reach and generate hundreds of new leads. If there’s no one in your company capable of writing a rock-solid white paper, then it’s worth budgeting some cash to pay a professional to do the job. A half-baked white paper receives the same critical acclaim that a half-baked research paper earned you in high school. Back then, it was a C+. Today, it’s money down the drain.
You can approach the Knowledge Bank strategy in one of these two ways (or both): your bank could be an organized index to all of the resources on your website, and/or it could serve as a roundup of the web’s “Best of the Best.” Either way, the point is to make valuable information organized and easy to find.
Pinterest & Instagram
At the end of Aug. 2012, the Los Angeles Times described Pinterest and Instagram’s growth as “meteoric,” citing a 2,183 percent growth over the course of one year for Pinterest. Instagram has performed remarkably well, too. From July 2011 to July 2012, monthly traffic increased from 56,360 to 12 million. On Thanksgiving Day 2012, Instagram users shared a jaw-dropping 10 million photos. If your product or service has a visual draw, then sign up with these sites today.
There are many benefits of doing content marketing with a blog. According to the 2012 Digital Content Marketing Survey, blogging is the second-most utilized form of Web content (75 percent), right behind social media (90 percent). Also, the best results come from social media content, e-newsletters and blogs.
Though we’re still waiting on the 2013 Survey, I’d be surprised if the blog isn’t holding steady.
About the Author
Amie Marse, is the founder and managing partner of Content Equals Money, a content writing service for agencies and Web-based clients.