CLIENT BASED CONTENT MARKETING

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CLIENT BASED CONTENT MARKETING Content Distribution is all well and good when it’s your

website, your blog, your Facebook page etc. You control the content, what happens to it and where it goes. Brilliant!

But what if you are working for a client, things can be quite different. The site won’t be yours, they might not have a blog or social media pages and you may be highly restricted in the sort of content you can produce – it might not even be you tasked with creating the content, merely distributing and promoting it.

Ideally you would look to get complete control of the client’s blog (create one if they don’t already have one) and their own branded channels of various social media sites. Then you can simply follow your content distribution strategy as if it were your own. If the client writes and publishes their own content then there are still a number of different ways you can take that information and expand it out into a multitude of sharable and linkable content through pictures, videos and audio.

NOT ALL CLIENTS ARE THE SAME

Alas, life in a client environment is not often that simple. No client is the same. A client may not have the time or resources to be able to do the whole “social media” thing, create regular quality content or have the capabilities to produce video or audio recordings.

Much of the same tactics and strategies to content distribution can be used when dealing with such a client – they might just require some adaptation or “creative license”.

CLIENT STRATEGIES 1. Create your own non-client social media channels.

Build generic accounts posing as experts or opinion leaders in the client sector, providing a strong platform for distribution to the appropriate audience

2. Make greater use of guest blogs. Take advantage of other people’s traffic and gain backlinks from high quality sites.

3. If you have no means to host the article yourself consider submission to article sites or PDF document sites. Oft derided though they are, if the content is unique and of sufficient quality you can benefit.

4. Get more creative with pictures – turning articles into sharable (info)graphics which can be submitted to lots of sites across the internet.

CLIENT INDUSTRY Ultimately however, the strength of your content

generation and distribution capabilities for clients will be dependent on their product/service and the industry they are in won’t it?

Some industries just seem to be made with content distribution in mind. Ripe with opportunities for insightful, humorous articles, sharable pictures and info graphics galore – they are a marketing agencies dream!

Alas some industries are not so lucky and no one wants to read about a dull product do they?

Well perhaps the average internet user will find it dull but other people in that industry will not. This is why it is crucial that you understand your audience and tailor your content to those with an understanding and interest in what you have to say. Try some of the following tactics.

INDUSTRY STRATEGIES

Aim to attract industry experts and leaders rather than just general traffic

Position your site as hub for industry news and views.

Use competitor’s blogs as inspiration – they are going after the same audience!

Answer common customer questions or queries in the form of blog posts– they asked the question so they will read the answer!