There’s an awful lot of content online not serving a purpose other than the hopes of getting a click or two to our website. Generic, throw-at-the-wall-and-see-what-sticks approaches are happening all over the Internet and they do okay but never great.
Over the years, one of the most effective strategies I’ve seen is when clients have adopted content ‘campaigns’ – specific series of content or focusing on a particular topic/objective.
See, everything you do can be broken down. Challenges are my favourite way to show this. These create the opportunity to hone in and give people solid information that integrates. It’s all about that flow.
It’s important to remember that the client/customer journey doesn’t always start in the same place or at the same time. Back when I used to blog as my business, I took this into consideration a lot and would look for opportunities to direct people to what they needed or might be interested in next. But without a content ‘campaign’ where you’ve spent time working on one clear content project, you won’t have that to give them.
So that’s why I think more of us should create campaigns. It helps us to become known for something first and foremost when we’ve been inconsistent or absent for a while. It helps to get people engaged in the here and now but establishes something valuable longer term. It helps us to find clarity with our content marketing and encourages us to think more deeply about the who/what/how/why/where/when. And it helps us to learn from what worked and what didn’t.
We stick with it and deliver all that we can for our audience to get what they want/need before we move onto the next.