Sunday, June 22, 2014

Tips for Effective Internal Content Marketing

Having an effective content marketing strategy is important, especially when trying to consistently build your brand. It’s important to understand what that entails, and make sure you are taking the steps to work on your strategy in-house. Quite a few businesses struggle with their strategies because they are focused on external relations, when one of the most important aspects of building your brand is your internal focus. As you move into the New Year, take some time to reflect on your previous strategy to see what worked and what didn’t. It’s time to take the bulls by the horn and work on an effective plan for 2014.

Some of the most important things you can do when putting together your strategy:

  • Look at your resources

You need to know and understand what you are working on and why. If you are a self-storage company, you should look at how you are disseminating information on the various types of facilities and units, like climate-controlled, auto storage and others.

  • Know your audience

It’s important to know your customers and how your strategy affects them. This means looking at your metrics, surveying your current and potential customers and revising your plan until it works. You need to make sure your content is relevant and engaging before it hits the masses.

  • Personalize your content

Using content that brings the customers into your world is key. If you have successes, share them in blog content or create a whitepaper. Highlighting your achievements adds credibility to your brand. This is where you can most effectively use your social media to your advantage. Making sure your established reputation with the local newspapers should be championed, not ignored.

  • Look at what worked and what didn’t

One of the best tips the Small Business Administration gives to look at your internal processes. Moving forward is most successful when you work from the inside out. Review all of your content from the previous year to assess your progress. Do you have a newsletter that is outdated and needs to be revamped or scrapped? Are there opportunities to create dialogue with the community based on a blog that was written?

  • Plan, plan and plan again

Having an editorial calendar to focus on certain topics at different times of the year can give you focus and direction. This is when you use industry connections, holidays and other important days of your business to see where you can improve your content and the way it is presented.

  • Recycle

There’s nothing wrong with recycling your content for a different perspective on a topic. This will not only help build the brand, but will give you leverage as an expert on that particular topic. Authorship is becoming very important in the online world – use it to your advantage.

Taking these tips into consideration when looking at your internal content marketing strategies will give you a clearer view of what needs to be done and the areas in which you should focus. Taking care of the internal will always garner the best external results.


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