4 Ways to Leverage Content Marketing in 2015

By now you’ve probably heard the saying ‘content is king’. 2014 saw the explosion of content marketing, which is the process of marketing your brand by sharing useful information that will engage your audience. The blog post you’re reading right now is the perfect example. We wrote it with you, the reader, in mind, hoping it’s information you’ll find useful and relevant. Ultimately, our goal is to drive awareness and trust of our brand. Crafty, aren’t we?

So let’s get down to it. Here are 4 ways to use content marketing for your brand in 2015.

1. Show some personality.
Sometimes it feels like running a business is, well, all business. But customers want to see the real you! They’re only human, which means they enjoy a good joke or a touching story as much as the next guy. Use content marketing to show off that funny video from your company holiday party or share a heartfelt thank you message from your CEO.

2. It’s NOT about you.
This may seem counterintuitive to item number 1, but here’s the thing–content marketing is not about promoting yourself. It is all about providing content your audience will find value in, whether it’s in the form of helpful tips from your industry or a funny meme your reader will laugh about on his lunch break. Focus on providing value to your audience, and the rest will come easily.

3. Try a new medium.
Blog posts are our go-to for sharing insider tips and updates. But there are so many more ways to reach a whole new set of eyes (and ears!). Have you tried making a video? Flip on your iPhone camera and see what you can come up with. What about podcasts? They’re seeing a new resurgence in popularity thanks to the success of ‘Serial’. Could you offer a weekly or monthly podcast sharing your industry expertise?

4. Source your audience.
Remember how we said it’s not about you? Right. It’s about your audience, and people LOVE to talk about themselves. Ask your audience to share things with you–whether it’s a photo of them using your product or their favorite tip for saving money or the one item they can’t live without. Find a way to tie it back to your brand, and share away.

Here’s an example. Let’s say you sell sunglasses. Not everyone, everywhere is going have experience with your particular line of eyewear. But everyone does have experience with eyewear in general. You could run a contest asking readers to submit interesting snapshots from their daily lives, and call it something catchy, like ‘Through My Eyes’. The contest runs for a month, and every day of the month you share one featured photo via your website or social media. At the end of the month, one random winner gets a pair of–you guessed it–sunglasses from your shop. See? It’s an incredible way to engage readers, offer value, and gain future customers who will one day shop your brand.

It takes a little effort, but it pays off in the long run. And content marketing isn’t going anywhere anytime soon. Have you started employing content marketing for your brand? If not, what are you waiting for?