Content marketing is a great strategy option for any business.
Even new businesses.
It can seem a little unusual to think like that because just about all content marketing is long-term marketing. It’s next to impossible to launch a website, publish a blog post, have someone read the post and then get them to buy in a short timeframe.
Let’s say you want to invest in content for both long-term and short-term return. What can you do?
Here are a few ways to focus your efforts…
1. Guesting
When you need to build interest “fast”, you go where the people’s attention is. For a long time, actors have gone on late night TV shows to have a little fun, share stories and ultimately talk about and raise awareness for their movies. They usually do this about a week or two before the movie comes out.
The late night show has the audience. They need content for that audience. The actor provides the content. It’s a win for all parties involved.
Podcasting has grown in popularity in recent years. Some of the most common podcast guests are book authors. When they have a new book coming out, they hit the podcast road show and get featured. They provide the content for the waiting audiences and get a boost in initial book sales.
Now, plenty of these authors also work to build their own audience. They send emails to those that have purchased past books. They work on their own blogs and even their own podcasts. But if they’re starting from scratch, guesting can be a great way to boost initial interest while also building their own content.
You’ll often see new actors, for example, working really hard on the late night tv show road show. They don’t have a big following so they work hard to build it and to help build buzz for their movie. That’s how it is when you’re starting out.
Another example is in music. The “opening act” warms up the crowd. They provide added entertainment for the headliner on the show. They’re often not paid that well, but they do get access to an established audience so they can win some of those people over for the future.
Podcasts, YouTube shows, blogs, etc.
If you’re going to create content, look to create a good amount of guest content in your early days. Make it a part of a regular schedule to reach out for opportunities. Build from smaller options to larger options. It’s a great way to build early interest in what you’re selling.
2. Owned Content
Owned content would be something you own. Something where you have a lot of control over it. An email newsletter. A blog. Video you post on your own website. A podcast you post on your own website.
This is a long-term strategy. You’re looking to start now so that you can reap the rewards in the future.
When I listened to entrepreneurs early in my life they almost all said that they wished they would have started sooner. That’s because they now understood how long it took to build something valuable and they also saw the rewards that long-term investment provided. Starting sooner would have allowed them to reach the reward sooner.
There is no way around the time involved for creating something like a blog. New businesses can start early. They may see some early rewards, but most will come down the road.
Owned content is great because you see the highest percentage of return. But it also takes the most investment. Guesting is great, but you’re ultimately competing for attention with others that are guesting.
3. Platform Content
Platform content is kind of a mix. You don’t necessarily own the content, but you do get some opportunity to access waiting audiences.
Today, most platform content is social media. There are audiences waiting and looking for content. The platform owner doesn’t want the audience to ever leave. So they encourage content that is native or meant to be consumed right on the channel.
Is it worthwhile to invest in platform content like on a social media site?
Yes.
There are lots of people on these channels. Embrace that everybody wants to stay on the platform. Build your content for that platform. Create content and learn from it. See what works. Try lots of different things.
Building a following on social media may not have the top level reward potential of your own content on your website, but the value can still be incredible. You have a potential audience waiting that could be interested in the content you’re going to create.
Conclusion
If you want fast traffic, advertising is a great way to do it. Paying for traffic to your new website. Some advertising may have better prices than others. Some may offer people in “buying mode” for your product. It’s great to find those channels and invest. Especially early.
But it’s also good to invest for the long-term. And that’s where content can be a great investment. Diversify your traffic. There is a reason so many invest in content. It’s worthwhile over the long-term and can even provide some short-term benefit as well.