¡Hola! I thought I would try something a bit different today and have a go at writing a post about marketing de contenidos(content marketing) with a slight Spanish flavour. Whether it works or not, or even makes sense, is yet to be seen, but you do not know if you never try.
Marketing de contenidos is something all bloggers need to focus on as it helps attract visitors to your website. How to do this effectively though is something many struggle with. For that reason, I have put together a few tips to help.
1. Hueco en el mercado (Look for gaps in the market)
Whether you are thinking up ideas for your website content, or even a niche to build a website around, you need to look for gaps in the market. If you can find a subject that is not being covered yet, then you could be onto a winner. Failing that, just by presenting your content in a different way to everybody else can help you to stand out from the crowd.
Use tools such as Google Keyword Planner and Google Trends to find out what people are searching for. If you can do a bit of research into what your target market is actually searching for online, then you can better tailor your content for them.
Look at your competitor’s websites to see what subjects they have not covered yet. If you can identify where they are missing out, you can take the initiative and cover them yourself.
2. Desarrollar ideas de contenido (Develop content ideas)
Once you have researched the market to find potential gaps you can begin to develop content ideas to fill them. This does not simply mean writing a one off post, instead think about multiple posts that you could write to cover the same subject. Perhaps you could turn it into a series of articles that follow on from one another, or different posts that approach the subject from a different angle.
Another good thing you can do is to review your overall website every now and then. What subjects have you not covered in great detail yet? Always remember that you should try and grow your website over time to be one giant information resource for visitors. Instead of linking to other websites that better explain a subject (e.g. Wikipedia), create that content yourself so that you can refer people to it and keep them on your site.
3. Estrategias de marketing (Marketing strategy)
Once you have a list of content ideas that you can work on, it is important to decide upon a publishing schedule. Having an editorial calendar can help to keep you organised and keep you focused. It can be easy to let things slip by putting things off until tomorrow, especially if you are working independently.
4. Tipos de marketing de contenidos (Types of content marketing)
There are many different types of content that you can create for your website. Each has its own benefits that can help attract traffic to your site.
Artículos Blog (Blog Posts)
Written blog posts are one of the most effective content types of them all. They are relatively quick to produce, they can be easily updated and, most importantly, you can optimise them for the search engines to help attract more visitors.
Blog posts can themselves come in many different forms, such as;
- Tutorial posts,
- Discussion pieces,
- Question and answers,
- Opinionated articles,
Written articles will always be the primary source of content for a blog. Mixing it up every now and then though can help keep readers interested. Search engines also find it easy to crawl written articles, allowing them to send more traffic to your site when optimised properly.
Recurso de información (Information Resources)
Information resources (or ‘White Papers’ as they are also known) are a fantastic content type to include on your website. Usually these information resources are full of great information for people to use and keep coming back to. If you allow people to download it from your site in PDF format, then they can share it with their friends and colleagues.
The biggest benefit of allowing people to download and share this information resource is that it can reach far more people. If you brand it appropriately and include lots of links pointing back to your website, then a whole new audience will be able to find you.
Many internet marketers have used information resources to great effect, so try it out yourself and see how you get on.
Did you know that, after Google, YouTube gets the most search requests made by people from around the world. Video is a great way to reach more people and spread the word about your website.
There are lots of different types of video that you can create for your site, you don’t just have to rely on one type. What is even better is that you can embed them within your posts and pages on your site. That way, your existing audience can view them as well as people on YouTube.
Remember also that you can earn money from videos on YouTube. There are plenty of vloggers (video bloggers) that earn their living solely through making YouTube videos.
Boletín electrónico (Email lists and newsletter)
Every website should have an email list. If you don’t yet have one you should definitely look into setting one up.
The greatest thing about email lists (and email marketing in general) is that the people who subscribe are your very best customers. They have actively decided to subscribe to your site because they like what you already offer.
Email newsletters are a way of encouraging people back to your site, whilst also allowing you to promote your latest content, offers, deals, etc. to them. Again, people will be able to share and forward your emails with their friends, meaning even more people will be able to find you.
Despite many people thinking podcasts were just a fad, they have not only stuck around but grown into a big business online. Many entrepreneurs, marketers and novices have started their own podcast, which has led to many gaining popularity online.
Quite a few websites have set up their own podcast as a way to reach a wider audience. After all, not everyone has the time to sit down and read through a lengthy post every day. It is much easier though to listen to a podcast during their drive to work or when picking up the kids from school.
The old phrase “A picture speaks a thousand words” has never been truer when describing infographics. Infographics, when done well, can visualise just about any kind of topic or statistical data and make it easy to understand. This is one of the reasons why infographics are one of the most shared content types online.
If you want to share some boring statistical data in your website, why not try creating an infographic instead.
5. Promocionar tu contenido (Promote your content)
Content creation is only 50% of the work, the other 50% comes from promoting that content online. You could have the best content in the world, but if you do not spend the time to promote it then it will have been for nothing.
A simple way to help promote your content is to increase the number of distribution channels.
- A blog,
- Twitter profile,
- Facebook page,
- Google+ page,
- LinkedIn profile,
- Pinterest account,
- YouTube channel,
- Podcast on iTunes/Android,
- Social media community pages,
- …and many more!
Depending on how many people you have working for you, you should be able to concentrate on a least a handful of these. For the ones you can’t, at least by having a profile setup on them, people will be able to find you.
Promotion goes hand in hand with creation, so it is often beneficial to think about how you will promote it during the creation phase. Perhaps you could post teasers about your upcoming posts, behind the scenes footage of a video you are creating or images of your team hard at work in the office. It all helps to promote you and your site online, and ultimately put some personality in your brand.
What content types do you use on your site? Which promotional methods do you find most useful? We want to hear from you, so please leave a comment below. Adiós!