Content Marketing Specialist: How To Get Your Content Shared

Content marketing specialist is a job that requires a lot of creativity, planning, and attention to detail. If you’re looking for a job in marketing, this may be the right role for you. Check out the rest of the article to see how you can get your content shared.

Create your content strategy

The content marketing strategy you create for yourself as a content marketing specialist will be different than the content marketing strategies of your clients or other brands in your industry. And that’s perfectly fine! Your content marketing strategy as a content marketing specialist should focus more on your unique business goals and the way you can create and share your unique content to accomplish those goals. And to do that you need to know exactly what content you’re creating and how you can get it in front of your ideal audience.

Define your content marketing goals

If you don’t know how to create a content strategy, that’s okay. Don’t stress it. Instead, start with your content marketing goals. What do you want your content to accomplish? If you want to increase traffic to your website, you should create educational content, such as how-to guides or how-to videos. If you want to build your brand, create buyer guides, case studies, or white papers. If you want to increase brand awareness, create industry news or share what your team is working on. Focus on what your content will do for your audience and then create that content.

Determine your frequency

A content marketing strategy should help you determine the right frequency for your content. Depending on your goals, you might need to publish a new piece of content every week, every month or even every quarter. Your content should be relevant to your audience, so keep them in mind when planning your publishing schedule. If your audience is interested in a specific topic, you might want to publish a new piece of content about that topic every month.

Define your content types

Defining your content types is one of the most important things you can do to organize your content. Defining your content types helps you segment your audience by giving each audience a way to self-identify within your content. You can use this to determine how you want to promote each type of content, determine which types of content you’ll need to create in the future, and to refine your marketing plan.

Understand your buyer persona

You need to understand your buyer persona before you put content out there. Otherwise, you will create content that doesn’t match the interests of your audience and may even backfire. For example, if you are trying to promote a product that caters to millennials, don’t create content about your product for business professionals who are used to working with you. Make sure your content is speaking to the right audience.

content marketing specialist

What is their biggest concern?

Finding the right content to help your buyer solve a problem or answer a question is one of the most important parts of creating your content. If you can help your audience solve their biggest problem, they are more likely to share your content, and more likely to be a loyal customer. This is especially true if you create content that solves a problem they have right now. If you publish an answer to a question your buyer asked a friend, they are more likely to share that post than if you publish an answer to a question they asked you.

What keeps them up at night?

It’s essential to know what your customer fears and worries about before you can design a content strategy that helps them. Think about how they respond when they don’t get important information quickly. How frustrated do they feel when a website doesn’t load? How do they feel when they get an email that is difficult to understand? Your content marketing strategy should be developed to help answer your buyer personas’ top questions and ease their concerns.

What would make them more likely to make a purchase?

Now that you know what your buyer personas are looking for, you can create content that speaks to them in a way no one else can. This means you’ll need to create content that goes above and beyond what’s expected. Your buyer personas will be looking for information that answers their questions, helps them understand their problem better, or gives them the information they need to make a decision. The more you can speak to your buyer personas in the right way, the more likely you’ll be to drive them to your website and make a purchase.

What makes them hesitate?

What could make a buyer stop to pause before buying from you? This can help you create content that will help them make a decision. For example, if you discover that they struggle with color choices, you may decide to create some helpful guides that can help them make their own educated color choices. Or, if they are shopping for a new car and you discover that they’re still unsure whether they want a sedan or a minivan, you could create a buyer persona piece that compares and contrasts the pros and cons of each model.

What is the biggest challenge they have?

When you know the right questions to ask, you’ll be able to create content that solves their problems and gets them to take action. This is especially important for buyers who are researching a particular solution and don’t yet know which vendor to choose. The right content can help them learn more about your product or service and make a more educated decision about what they want. For example, if you’re promoting a new email marketing campaign, you can create buyer personas that are interested in improving their email marketing results. Their content needs might be to find a better way to segment contacts based on their behavior and discover which content works best for them.

What keeps them up at night?

Knowing your buyer persona in the context of content marketing helps you create content that speaks to their unique problems, challenges, and goals. By addressing their biggest challenges, you can help them solve them. And the more you can help solve their biggest challenges, the more they’ll be drawn to your brand. For example, if they are looking to travel but are worried about missing work, write a post about how to plan a trip that won’t impact your schedule. If they struggle with time management, write about how to organize your schedule. If they are looking to save money, create an in-depth guide on how to save money on groceries. In all cases, your content should be aimed at solving their biggest problem and giving them enough value to motivate them to share your content with their friends.

Create an editorial calendar

When you’re working with a content marketing team, it’s important to create an editorial calendar that keeps everyone on the same page. An editorial calendar is a tool to plan your content creation and ensure that you stay on top of your priorities. It helps you manage your content marketing efforts, prioritize tasks and avoid scheduling conflicting content shoots. In the same way that a business needs a marketing calendar, you need an editorial calendar to manage all of your content creation activities.

content marketing specialist

Create a calendar

To create a calendar, you can use a tool like Google Calendar or an online spreadsheet. It will allow you to plan and schedule your content publishing in advance. This will make a huge difference in your content marketing efforts because you can schedule when you will post your content and when you will engage with your audience on social media. You will also be able to prepare for any potential emergencies that come up. For instance, if you get sick, you will already have a plan for how you will handle your content marketing campaign when you cannot post or engage with your audience.

Get all your content together

It can be challenging to create content when you’re working with various teams, so make sure to create a content calendar that includes all your team members. Each member can manage their own schedule and publish content when it’s ready. If your team is working with a CMS, take advantage of the calendar feature to organize your content and make sure you’re always scheduling in time for your best content to be published.

Determine which content to feature

Next, you’ll want to determine which content you want to highlight in your social media posts. You’ll want to select content that is already achieving high levels of engagement. You can learn more about high-performing content and analyze it here. While you don’t want to promote everything you create, it’s important to highlight the content you know will be the most compelling for your audience.

Determine which content to promote

Now that you have a list of content you’d like to promote, it’s time to determine whether to share it on social or with your email list. When you put your content out on social, you’re giving potential customers an easy way to discover your brand. However, it’s important to only promote content that you believe will actually help your customers and your business. Your email list should be reserved for content that you know is going to help drive inbound traffic to your website, such as an educational post or a case study.

A/B test your content

One way to find what works is to A/B test your content. Set up two different campaigns for the same audience and publish two different pieces of content. Set up a specific piece of content so it goes to just your B campaign, and set up another one so it goes to both campaigns. You’ll want to track which campaign gets more clicks and shares, and maybe even leads or sales. This will help you learn what your audience is interested in and can help you refine the types of content you create.

content marketing specialist

Set up two versions of the page and show them to the same set of users

Next, choose the version that gets the most shares and make sure that the two pages are similar except for this change. If you have two different teams working on the same page, you need to choose one team to work on the revised version. Otherwise, you won’t see the full effects of the A/B test, because the two teams will continue to work on the same page as before. To avoid this issue, you can set up a shared workspace for your team to work on their respective pages.

Test which one is more successful in improving the number of signups

In order to find out what type of content gets the most shares, A/B test the posts. You can easily A/B test a post to test the shareability of each type of post. If you have a high-quality piece of content, you want to know what type of post will increase your signups more. A great way to find out is by A/B testing your headlines.

A/B testing doesn’t require a big budget

There are many free A/B testing tools available today. If you need to try out different headlines, images, or even different CTAs, you can set up A/B tests in no time and see which approach works best. You can even use free tools to segment your audience and see how they respond to your content. For example, you can run A/B tests for different categories of your audience to see if they respond differently to one type of content. Before you know it, you will be able to produce more shareable content to keep your audience engaged.

The first two versions should be similar in design, text, and images

When you’re running an A/B test on your content, you want to keep your customers on the same page as the first version—it’s not a good idea to change the voice of your brand just to see if you can get a better click-through rate. That doesn’t mean you can’t include small changes, but you should make sure that the content doesn’t look drastically different from one piece to the next. If you don’t have control over your design, be sure to use a grid to keep your content organized and uniform.

Adapt your content to the platform

While we’ve touched on this a few times already, it’s worth reinforcing how important it is to create content that matches the context of the audience you’re targeting. What works for one social media platform may not work for another. For example, Twitter is best for sharing quick, short-form content, whereas LinkedIn is a better fit for in-depth articles. And when you’re creating video for YouTube, you’ll want to keep in mind the length of videos and what type of editing and color effects will work best.

content marketing specialist

Begin with the end in mind

Your goal isn’t to create a bunch of different pieces of content, but to create one piece of content that will help your audience accomplish your goal. The key to achieving a high level of success is to create content that solves a problem or answers a question. If you create a piece of content that just covers the basics of your product, what will your audience do with that information? They won’t share it! They won’t come back to your website. They won’t help you accomplish your goal.

Craft your content

The number of people who share content is directly related to how interesting and informative the content is. If your content is boring, no one will be interested in it. A great way to make your content interesting is to include questions it includes, statistics, or charts. You can tell the story of the content using visuals and infographics.

Review your content

First, take a moment to evaluate your existing content. What are your top-performing pieces as far as shares and engagement? What type of content gets the most comments? What content do your customers ask for the most? What does your audience struggle to find? Is there a common thread among these types of content that can help you create an even better version? The more you know about your content and your audience’s needs, the better you’ll be able to create and refine your content strategy.

Optimize and promote your content

As you create and share your content, make sure to promote it. Add it to your company’s social media channels and comment on those who share it. If your content gets a lot of activity, it will show up in the search engine results. This is one of the easiest ways to drive traffic to your website and increase your brand awareness.

In conclusion, if you want your content to be shared by a content marketing specialist, make sure it is high quality and provides value to the reader. Also, be sure to ask the reader to take action, such as sharing your content with their network.