5 Ways to Crush Content Marketing on Any Budget
Our content marketing strategy at Main Street Hub, the do-it-for-you marketing solution for local businesses, helps small businesses all over the country drive growth.
25 Ways to Come Up with More Creative Campaigns
We help our customers see results through an expert marketing and reputation management strategy. Check out these five content marketing tips that your company can use right now, regardless of budget or size.
1. Post Real-Time Content
Audiences on every platform appreciate relevance and authenticity, so post about what’s happening in your business right now.
Sure, you can tee up a Facebook Live feed (keep it short!), start a Live Tweet, or utilize trendy disappearing content like Snapchat or Instagram Stories, but if you have a small team or a small budget, simply posting a photo of an employee, an event, a dish you’re enjoying, or something happening in the moment will get your audience engaged.
Pre yoga teacher training: I can't believe my amazing crew graduates next week. Right now they are taking their written exams (except I don't call it an exam – I call it a "comprehensive evaluation"). I am so impressed by their dedication and commitment to this program and to teaching yoga. *Bag is from @chattrayoga www.chattra.com Salad is from @SweetGreen Harvard Square www.sweetgreen.com and the pic was taken at @barresoul www.barresoul.com
Snap a photo with your smartphone, take advantage of the many editing and filtering apps out there, add a fun caption, and post. Polished and perfect is not always the goal—social media is about what’s happening now, so let your fans in on what’s going on.
Pro Tip: Keep your eye on your analytics as you go along to make sure you are creating the most resonant content for your audience, and to benchmark against previous content and campaigns—including the content and campaigns of your competitors.
2. Share User-Generated Content
You may not have anything special happening in your business today, but another user, company, brand, or local shop might. You can look to your own employees or brand ambassadors for content inspiration.
The content your ambassadors post provides great opportunities for you to retweet, post on Instagram (a.k.a regram), or reshare on Facebook with your own caption, explaining why that news or post is relevant to your business—not to mention brainstorming ideas for future content and campaigns.
84% of millennials say that user-generated content has an influence on what they buy, according to Bazaarvoice.
User-generated content is trendy right now because it widens your network of followers, breaks up your feed so that your content looks more varied and interesting, and starts conversations with people and companies you might not have interacted with previously. Using content about your business that’s already out there can be effective for increasing brand awareness and trust.
3. Manage Your Community
Half the work of successful content marketing strategy is managing your online community. Don’t forget to respond to reviews, comments, posts, questions, and suggestions coming in from your online community. Your fans and followers are talking to you—take the time to answer them!
It’s also important to share the love. Comment on other users’ posts, follow new users, and follow users back that followed you (that’s a given).
But a strategy you might not yet have tried is cross-promoting positive reviews across different platforms. Grab some great feedback, throw it in an app like PicMonkey or Canva, and post! It’s a great way to let your network know you’re listening to your customers and that you care.
Content marketing is all about building relationships. This is an effective way to earn the trust of your fans and increase your followers.
4. Emulate Brands You Respect (Ones that Perform Well)
Maybe you don’t have the most creative mind, but you can make yourself aware of what’s out there.
Following brands and companies, and not just those in your industry or space, is key to knowing what kinds of creative work other companies are doing. For example, Airbnb does awesome work, especially on Instagram. Their beautiful photography and international locations are a key part of their great campaigns, like their Mother’s Day campaign and #AirBnbHostStories campaign.
Airbnb employee Riccardo has always believed his mother is strong, adventurous and brave. "My mother never let the hurdles of being poor or not having a strong family structure stop her from venturing out into the world of the unknown. She left Bolivia at 17, got married to an Argentine at 18, and moved to the USA at 19 with no education and no knowledge of english. On top of that, she helped raise her two younger sisters after her father left when she was 6 years old. Oh, and about her getting married…it was only 2 weeks after meeting my father (they are still happily married!). She has always been very focused on making sure my three sisters and I were raised to be polite, respectful, empathetic, ambitious, and most importantly: educated. I hope I make you proud, mom." #HappyMothersDay See the link in our bio, to learn more about Riccardo's mom and their story.
These campaigns highlight their employees and spotlight their customers. Kate Spade is another brand that does a great job of posting relevant, resonant content on Instagram.
Kate Spade’s content avoids an overproduced feel, uses approachable lowercase font, and features a ton of fun, eye-catching videos.
These are just two examples of brands approaching their target market successfully, but there are thousands more—make sure you know what’s going on in the social media world at large, not just within your niche market.
5. Explore the Unfamiliar
Don’t shy away from trying things you’re unfamiliar with on social media. This is a key to success when it comes to content marketing. New strategies and trends pop up all the time, and no one is an expert on any of these concepts right away, so don’t be afraid to jump in.
Make a custom Snapchat filter, promote a Tweet, boost a post, use the carousel feature on Instagram, experiment with Boomerang. Sometimes your attempts won’t work out as well as you’d hoped, but at the very least, they will keep your fans and followers on their toes and maintain your relevance.
Content variety is key when it comes to creating a successful content marketing strategy on any budget. Trying out new and different campaigns across platforms, measuring them, and trying again is part of the deal, so don’t be scared to experiment with a new tactic or explore a platform that you’ve never tried before.
Want to learn how the content your audience shares impacts your business’s bottom line? Download the guide below!