Content Marketing Ideas: Moving Beyond Blogging
When we talk to people about content marketing their first thoughts immediately turn towards blogging. If you’ve ever asked yourself, “Should my website have a blog?” the answer is, of course. There’s no denying that blogs play a significant role in any content marketing strategy. They help boost SEO, provide content for social media posts, and allow brands to establish authority and personality, for example. But, content marketing is not solely about blogging. A blog is just one piece of a much bigger omnichannel marketing puzzle. That’s why it’s important to explore content marketing ideas that move your efforts beyond blogging and across platforms and formats.
The Content Marketing Conundrum
Whenever you perform an online search, looking for an answer to a particular question, the search results are likely to throw up a whole host of blogs tackling keyword variations of that question.
It’s for this reason that people associate blogging with content marketing. Or, more specifically, believe that content marketing is just about blogging. However, before we begin to identify content marketing ideas that can push beyond the boundaries of blogging, it’s important to understand what content marketing is exactly.
It’s fair to say that content marketing has become a bit of a buzzword. Therefore, to clarify, content marketing is simply marketing by another name. Effectively, it comprises marketing communications in a whole range of formats, optimised for different platforms, devices, media and audiences, both on and offline.
This is the mindset to adopt if you’re going to break free from just blogging and explore other content marketing ideas. However, if you already blog, you can use this as the basis for developing an omnichannel marketing approach. The aim is to diversify your content and add variety to your digital marketing across your channels.
FAQs: A Content Marketing Goldmine
First of all, every website should have an FAQ page. It’s a fundamental element of a website and an opportunity to address the questions you get asked most frequently. In general, FAQs provide visitors with succinct answers to their most pressing questions (like the Social INK FAQs for example). The idea is to give them a smoother, quicker experience on your website by creating an easy-to-navigate, one-stop shop of essential info.
We can’t stress enough how important it is to repurpose content effectively. For this reason, we believe the humble FAQ page is far from humble. In fact, it’s a catalyst for content marketing ideas. Here’s how to take your FAQs to the next level.
Start by using your FAQs to create more detailed and in-depth How-To videos. Simply do a piece to camera thoroughly explaining or answering the questions you get asked most frequently. After all, you already know the questions and the answers, so why not record a personal response? It’s infinitely more engaging, it’s quick to do, and it can be shared natively across all your channels.
To clarify, creating video content is extremely easy to do once you get over the fear of being on camera. Check out our #30DaysOfLive challenge on YouTube or Facebook and you’ll see. How-To videos can be as simple or as complex as you choose to make them. The important thing to remember is that you’re taking existing content and repurposing it in a different format for a different channel and a different audience. All you need is your smartphone.
If you’re feeling a bit more adventurous, you could take your FAQs one step further and run an AMA (ask me anything) session. Again, this could be as a live video on one of your channels (Facebook and YouTube are most popular for this, although Twitter and Instagram are alternative options too).
Essentially, with an AMA you open yourself up to your audience, live and in person, answering their questions directly. It’s a great way to build a connection with your followers whilst also providing useful information, straight from the horse’s mouth, so to speak. The great thing about this is that you can later cut down your video into smaller clips to use across social media, and maybe even turn some of the discussion points into a blog. Hopefully, you’ve started to notice a pattern for generating a variety of content marketing ideas from just a single concept.
Understandably, live video AMAs might not be for everyone. If they’re really not your thing, perhaps a text-based Q&A session might be a good alternative. You can do this as a thread on Facebook or using a specific hashtag to monitor and respond to questions on Twitter. Alternatively, Redditt is a popular platform for text-based AMAs.
All in all, whichever of these content marketing ideas you choose to use, the important thing to remember is you’re not reinventing the wheel. You’re using and developing what already exists. Altogether, this is an efficient and effective way of creating a variety of great content for all your channels.
Ideas for Transforming Videos Into Other Types of Content
We’ve briefly touched upon using existing content to create videos above. However, the reverse is also true. Any videos you create can also be repurposed into other formats. Remember, content marketing should cater for different audience behaviours and preferences online. People consume content in different ways, on different platforms, in different formats, and on different devices. With this in mind, any video you create is a treasure trove of spinoff material. Here are a few content marketing ideas for repurposing videos.
Once the video has been filmed, edited, and published, why not create and publish the transcript separately? Online tools like Trint offer a decent automated transcription service which is fairly accurate. All you have to do is go through it and tidy it up in places. Then you have another piece of content to share.
Image Stills With Quotes
You have the video. You have the transcript. Why not combine the two? Take stills from the video and add key quotes from the transcript to be shared across social media, pushing back to the video or your website. This type of content is very shareable and tends to perform well on the majority of social media platforms.
Blog About the Video
Yep. There it is again. The blog. At this point you might be asking yourself, “Isn’t this article about moving beyond blogging?” And you’d be right. However, if you already have a blog and need inspiration for further content marketing ideas writing a blog about the video could be a great opportunity to go into further detail on a specific topic covered by the video. It works both ways.
As mentioned above, once you have a video another way to repurpose it is to trim the original down into shorter clips or sound bites that can be shared natively across social media.
Email Newsletters: The Cornerstone of Content Marketing
We’ve previously explored how easy it is to get started with email marketing. Getting an email newsletter going is a great way to redirect your blogging efforts to a captive audience. You already have the content, just drop it into an email.
We’d all love it if every one of our clients or customers diligently followed every development or update we shared as a business, either on our blog or on social media. But we know that’s not the case. So share your best bits with them via email. Keep them in the loop.
All you need to do, to begin with, is summarise your activities, provide highlights or updates that cover a specific timeframe (weekly, fortnightly, monthly). That’s enough to get you started. As you progress you can tweak and change your format, style, and the type of content you share. But in general, especially when it comes to content marketing ideas, it’s good to keep things simple.
In conclusion, if you want to move your content marketing beyond blogging, and do it quickly, effectively, and efficiently, remember you don’t have to create anything new. Just repackage it.