Are you marketing your content effectively?

Creating regular content whether it is thought leaders, blog posts, client newsletters, videos or podcasts takes time but sometimes how that content finds its audience can get overlooked.

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All the value and hard work get lost because the content isn’t presented in a way that entices people to read, watch or listen.

There are different avenues for putting content in front of people such as email lists and social media and you shouldn’t just rely on one.

However, you can lead a horse to water but you can’t make it drink.

It is not enough to just tell people you’ve written something or got a new podcast episode, you’ve got to give them a reason to invest time in consuming that content.

You need to intrigue and tell them what value it has to them.

And there are lots of different ways of doing that.

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Benefits of publishing regular B2B content or practicing what you preach

I’m a bit of a hypocrite. When it comes to posting regular content on my business website, I don’t practice what I preach.

In my work as a B2B content strategist and writer for property businesses, my advice is to publish articles or blog posts regularly to get results.

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Sporadic publishing isn’t going to increase traffic to your website – and potential business leads.

The reason?

💻 It takes time to build up an online presence.

💻 It takes time to build authority.

💻 It takes time to build trust.

💻 It takes time for people to get to know you and want to do business with you.

If you publish regular, interesting and useful content on your website it helps to demonstrate your knowledge and expertise.

It shows what value you offer – and what you value.

And it can make you more visible in searches.

But when it comes to posting regular content on my own website, my efforts fall way short.

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Why writing about your failures can help you stand out

Do you write about your failures as part of you content marketing?

It might feel counterintuitive particularly when a lot of business communications are about success but it can really help you stand out from the crowd.

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And here’s why.

Not everything goes to plan. Not every plan is successful.

I was listening to an interview with Jamie Oliver yesterday and he reckoned his failure rate was at around 40%.

What made it a really interesting listen is in how he talked about his failures – he talked about what he learned from them.

Learning from failures

No one gets everything right first time. We learn from what doesn’t work.

We figure out why something wasn’t a success and we adjust our approach, our strategy, our thinking. And we try again.

How do you create great content from your online event?

Webinars and online roundtables have become the norm for the property industry during this period of lockdown and restricted movement.

And they generate a lot of rich content but maximising that content isn’t always part of the event planning process.

While hosting events online means you don’t have to organise a venue or catering it still takes time to find panellists, make sure you have the right tech and promote so you get an audience.

If you’ve spent time putting your real estate event together there is a lot you can do with the information that comes out of that hour-long discussion.

It is valuable content for your website, client newsletter and social media.

Here are just a few suggestions from big to small:

📹 Give people the chance to watch the session back by posting the video recording online.

📹 Create bite-sized videos around specific questions which you can also use on social media channels.

🎙 Create a podcast from the audio for people to download and listen to while on the go.

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B2B content ideas in a crisis and getting personal

Looking down on a silver laptop to the left with someone writing on a notepad to the right of the screen
Photo by J. Kelly Brito on Unsplash

For many, it isn’t business as usual during the lockdown.

The way staff work has had to fundamentally change.

The way business is conducted has had to change or worse business might have shrunk.

It is perhaps a time of adapting, pivoting, treading water and damage limitation.

Usual sources

Celebrations and wins might be thin on the ground – all the usual sources of content might have virtually dried up.

But that doesn’t mean staying quiet. Maintaining visibility and contacts – and working to build new ones – are vital.

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