Maximize Buzz For Your Business By Combining Content And Media Planning by Forbes – Entrepreneurs

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A well-crafted message is only effective if it’s heard. No matter how great your content is, if it doesn’t have the chance to reach your target consumers, it won’t have much of an impact.

If you want to create buzz about your business, you’ll not only need to create compelling content, but also share it in the right place at the right time. We asked a panel of Young Entrepreneur Council members how to strategically craft content and plan the method and timing of its release to engage the right audience. Here’s what they recommend.

Members of Young Entrepreneur Council offer business leaders tips for effectively combining their content and media planning for the right audience.All photos courtesy of YEC members.

1. Refine Your Message Before Taking It Public

Content comes first. Whatever your business, you need to have strong content before you can approach media or market your business. Take the time to get your ducks in a row, as they say. Slow down the process if you have to so that you feel you have a strong foundation before you start pushing out your message for others. I’d also suggest testing this message/content out with advisors and people close to you that you trust and asking for honest feedback. Be adaptable and willing to adjust and improve your content, and then tackle your media strategy. Also, if you don’t hit a home run right away, don’t panic. Media strategy is a marathon, not a sprint. It works best with consistency over time. One great media hit is rarely going to skyrocket your business or create more than a short-term push. If you want lasting effects, you need to invest in your media strategy consistently over time. – Jennifer Buonantony, Press Pass LA

2. Set Up The Proper Narratives And Customer Journeys

Our content and media planning are usually based on presenting different narratives for every quarter. The prospect needs to be educated through the different quarters, and you can take a storytelling approach or more of a journey approach to help pave that path to purchase. Our content usually starts with the journey in January and ends around December. If people sign up during the period, they continue through the different narratives or are added to a nurturing plan that suits them. We used to take a freestyle approach, but we saw that it wasn’t as effective as planning out the entire story for the year through different narratives. This will leave your customers and prospects anticipating more. – Sweta Patel, Startup Growth Mode

3. Make Your Content Useful

In my experience, the content that gets the most shares, links, visits and conversions is content that is useful to your specific audience. What is one question you as a business owner keep getting? What is your standard answer? Create a how-to guide as a PDF, blog post or webinar, and use media (both paid and social) to push downloads, visits or attendance, depending on what your goals are. It should feel like you’re giving away a trade secret, and it should tie back to your message. We talk about making sure resources are not wasted on the wrong target audience. We give a guide that lets potential customers check one thing to ensure they’re targeting people in their geo-targeted areas. – Kerry Guard, MKG Marketing

4. Create An Editorial Roadmap For The Year

Content planning can quickly become overwhelming. A successful post requires brainstorming, editing, adding graphics or design work, and promotion. Because this can be very involved, it’s easy to miss higher-level media planning. To avoid disorganization, I use a year-long editorial calendar. An editorial map allows me to prepare for predictable trends (special days) and keeps me organized. I use several tools to populate my editorial roadmap, including keyword research tools, such as Serpstat and Ahrefs; calendars, such as the Sprout Social Hashtag Calendar, and collaborative tools, such as Salesmate, which helps sync my team with my clients. Once my editorial calendar is set, I update it at least quarterly. – Shu Saito, Godai Soaps

5. Know Your Target Market And Repurpose Your Content Assets

Before crafting a marketing message, a business must know its ideal target market. No matter how amazing the message is, if it’s sent to the wrong audience, the message will flop. If you are just getting started, then niche down in your market. It’s best to start off small; once the audience is engaging with the message, broaden the audience. With respect to content and media planning, create multiple formats of content to get in front of your audience. This can include video, audio, blog posts, social media snippets and social media images, all created from one core content source. Then amplify that content with a budget to get in front of more audiences. – Jean Ginzburg, JeanGinzburg.com

6. Share The Voice Of Your Community

It’s easy to create content in a silo. But the more you involve others—partners, customers, colleagues and industry experts—the more reach you will naturally create. These people want to be part of the content creation process, and they feel an investment in promoting the content they’re involved in. They’ll be receptive to your promotion suggestions (social, email, shout-outs at events, etc). All of that organic push will likely get you more visibility than producing something mostly by yourself and then trying to push it through paid promotion. – Matt Hunckler, Powderkeg

7. Pay Attention To The Customer Life Cycle

A great content strategy should focus on providing relevant and valuable resources to help your prospects and customers find the solutions for their needs. A message is nothing if it’s not useful. It must be received by your target audience at the ideal point in their customer life cycle. Plan your content around the type of information that your leads want or need to hear, at the time that they want to hear it. Inbound marketing can be hugely helpful in these efforts; it’s using a data-driven approach to marketing with a magnet instead of a hammer. Identify your prospects by analyzing their actions: for example, what website pages they visited, what they downloaded, what forms were filled out and so on. Once you have an understanding of who you’re talking to, you can serve the appropriate messages. – Stephen Beach, Craft Impact Marketing

8. Connect With Influencers

Partnering with influencers gives your content more authority and extends your reach. You can start building relationships by linking to items posted by influencers in your industry. Don’t start with someone who has millions of followers. Look for micro influencers who are recognized experts but aren’t household names. A good way to find such leaders is to go on Twitter and find out who your followers are following. You can also do this on other sites such as LinkedIn. Give them a shout-out in your blog posts, social media posts and other content. Offer to interview them for your blog, video, podcast or webinar. You could even create an e-book with multiple interviews. To get media attention, send out a press release to announce the event or book. – Kalin Kassabov, ProTexting

9. Retarget Your Audience Through Google Ads

When you engage in building an audience with content—either through blogging, speaking, SEO, public relations or digital ads—make sure that you retarget your hard-earned audience a second time to bring them back to your brand and convert them to paying clients or customers. You need multiple brand exposures for successful conversions. If you spend on content—whether delivered in-person through presentations or through ad buys online—and only deliver a message once, it is a blip in the digital and in-person experiences. On the other hand, constant bombardment impacts your business negatively. Our research and fieldwork have yielded convincing metrics that suggest retargeting successfully increases conversion rates. Cognition of your message is most effective when it’s delivered twice. – Matthew Capala, Alphametic

10. Broadcast Live Videos

Customers are much more likely to watch your content rather than read it. Leveraging the power of live videos across your social media pages has numerous benefits. It promotes more engagement and results in higher conversions than regular content. It also helps humanize your business by providing genuine insight into your business on a real-time basis. It is also a great way to combine content planning with marketing. The comments on the livestream let you know the aspect of business the audience actually wants to know about. It not only saves you hours that would have been spent planning, writing and optimizing content, but also actually manages to curate content that is relevant to your target audience. This ultimately leads to higher engagement and retention. – Rahul Varshneya, BenchPoint

March 15, 2019 at 09:08AM
https://www.forbes.com/sites/theyec/2019/03/15/maximize-buzz-for-your-business-by-combining-content-and-media-planning/
Forbes – Entrepreneurs
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