“When you write it, they will come.” – bloggers all over the world.
Unfortunately, this isn’t always the case, especially if your goal is to move beyond blogging to content entrepreneurship. Content entrepreneurs view their content creation as a business and build multiple sources of income based on their content. Typical sources of income include selling advertising space, promoting affiliate programs, sponsored content and selling their products and services, coaching, and branded product courses.
7 Marketing Tactics For Content Entrepreneurship
To expand their reach and keep growing their audience, content entrepreneurs need to implement more marketing tactics than Post and Hope. Here are seven marketing tactics for content entrepreneurship.
- Email Marketing.
- Social media.
- Content maintenance.
- Content reuse.
Let’s start building your content business!
1. Email Marketing
Email marketing isn’t just important because it has one of the highest ROIs in any marketing tactic.
Email marketing is permission-based marketing at its best.
Even if our inboxes are so full, these emails will remain until we delete them. This means your emails will last beyond the time they were delivered.
According to Hubspot, email marketing can generate 42 times ROI. That means, for every dollar you spend on email marketing, you can generate $ 42. Additionally, email marketing enables content entrepreneurs to segment their subscribers and create bespoke marketing programs based on subscriber behavior. It’s a platform that can grow and evolve as your business grows.
2. Social media
Unlike email marketing, social media moves fast. The posts you write today may not be on screen tomorrow, but that doesn’t mean social media isn’t an essential marketing tactic for content entrepreneurship.
Social media is one of the best ways to grow content to get new followers.
The key to using social media effectively is strategically choosing platforms, posting posts consistently, and encouraging people to connect with you outside of social networks (e.g. joining your email List).
Backlinko estimates that nearly 4 billion people use social media worldwide – and most of those users have accounts on multiple platforms. Content entrepreneurs should choose their social media platforms based on where their target audience is interacting. For example, female users between the ages of 25 and 34 use Facebook the most, but teenagers are the biggest users of TikTok, accounting for 25% of that audience.
Video consumption is growing across the board. According to the Pew Research Center, 74% of adult Internet users in the US use YouTube, and not just for watching comedy sketches. We use YouTube to learn, discover new ideas and be entertained. By using videos to share expertise, content entrepreneurs can reach a wider audience and leverage passive content consumption.
YouTube is the biggest name in video game, with over 2 billion users worldwide, but that doesn’t mean it’s the only place where video content is shared.
Video is also an important way to connect on social media, including Instagram stories and roles and TikTok.
Content entrepreneurs can also create exclusive video content and private channels on services like Vimeo for a more controlled video environment.
Modern PR is not just about sending press releases. It’s about getting in touch with executives of existing target groups in order to expand your reach. Several tactics can be part of a public relations program, including guest blogging, podcasting, and interviews with journalists and writers for written or video content.
Achieving placement often means reaching out to other content creators, either by cold calling or responding to calls for pitches. Content entrepreneurs find ways to get in touch with reporters through programs like HARO, the “Opportunities of the Week” newsletter to find writing opportunities, and PodcastGuests.com to find podcast hosts looking for guests.
SEO is familiar to content strategists and bloggers alike, but it still deserves a spot on this list. A comprehensive SEO strategy includes keyword research, creating compelling content, and building backlinks.
Front-end tweaks aren’t the only part of top-of-result-page positioning. Mobile availability, loading times and other optimizations influence the ranking.
Using tools like the Google Search Console helps content entrepreneurs understand how search engines rate their website’s performance. Paid tools like Ahrefs, Moz, and UberSuggest can provide insights into search volume and help content entrepreneurs track their performance and identify opportunities over time.
6. Content curation
Great content entrepreneurs know they are not the only voice in their market. By curating content from other thought leaders, content entrepreneurs build trust with their audiences and the wider community as a whole. To add value to curated content, content entrepreneurs pull out the most valuable insights and then add their own comments.
Most of the curated content is shared on social media or in email newsletters.
Tools like ShareIt and BuzzSumo can make content creation easier for content entrepreneurs. Many also subscribe to newsletters and social media feeds from thought leaders to get the latest stocks. As a rule of thumb, share 40% original content and 60% curated content.
7. Content Reuse
While content curation can help fill your social media queues and empower your email content, one of the most effective marketing tactics for content entrepreneurship is content repurposing. By reusing content, you can also reach different target groups. While some of your audience will be drawn to the written word, others will be drawn to video content or eye-catching graphics.
A great blog post doesn’t have to stay on the screen as words.
Some blog posts can be turned into click-driving infographics and short videos. Groups of blog posts on a topic can be converted into a free or paid book, as described in How to blog a book. Audio and video content can also be converted into written content through direct transcripts or articles based on the interviews and insights. Even simple repurpositions, like pulling quotes from articles to share on social media, can help reinforce news and increase your reach.
What Content Entrepreneurship Marketing Tactics Should You Use?
Not every tactic works for every content entrepreneur. Choosing and prioritizing the right tactics will depend on the maturity of your company, the skills of the team, and the amount of time and money available to support marketing.
While email marketing, social media, and content curation are tactics that even content entrepreneurs can benefit from early on, repurposing video and content requires additional resources and skills.
To find the right tactics for your content-based business, evaluate what skills and resources are available to you and where you can best stand out from the crowd.
There may be a few things you need to try before you find the right mix for your business and audience, including current trends and tactics that can take your business to the next level.