The old adage is that content is king, and that couldn’t be more true in the digital information age. As the world navigates and adjusts to a new reality of work and content consumption, more and more of what we consume is and will be on the Internet and through software.
Consumers turn to executive leaders for inspiration and to learn more about companies. One of the best ways for executive leaders to communicate with their consumers, and even employees, is through content. Digital access, software, and technology allow executive leaders to share their vision, leadership, and knowledge through content.
Content marketing is and has to be an integral part of any organizational growth strategy. Creating informative content that helps consumers and employees is a powerful way for executive leaders to build their brand and promote their company.
Here are four modern and effective content marketing strategies that help executive leaders grow their brand, leverage digital opportunities, and build a library of value.
- Create content consistently while also using strategic repurposing.
One of the main reasons a brand does not grow is that the leader stops showing up consistently. If you were to study any successful executive leader, you would see a person and brand that consistently shows up for their consumers and employees.
Consistency is one of the most effective content marketing strategies that is not utilized enough. You may not need to show up every day or multiple times a day, but you do need to show up consistently over a period of time. It can’t feel as if you only show up here and there.
What’s exciting is that you can repurpose content. The posts you create on social media or an email list can be repurposed to the other places you haven’t posted. You can have an assistant or a virtual team member be the one responsible for the repurposing of the content. You can make your content strategy even more effective by adding graphics, audio, or video.
Take the time to consistently create one piece of content and then repurpose that content to multiple mediums and different formats. To your audience, it will feel as if you are showing up powerfully.
- Focus on value over giving in to the temptation to be flashy.
Social media life has created an expectation for brands to show up in a flashy way. There are false images of success all around you, and there could be a temptation to keep up with that sort of content posting.
Consumers follow brands when those brands add value to their lives. When an executive leader posts content that’s focused on value for consumers and employees, those consumers want to tell others about the leader. Good content speaks for itself.
There is power in sharing stories and letting consumers get a peek behind the scenes. Lifestyle content is incredibly popular and a great way to connect more deeply with your community. However, make sure that lifestyle content is authentic and not trying to sell the consumer on something they shouldn’t buy.
- Leverage various content mediums and diversify your platforms.
These days, you can create and publish content on various digital means. You can leverage social media, email lists, blogs, videos, podcasts, and several other platforms. You can get content out quickly and reach more people than in times past.
Effective content marketing means you create content in all the places your ideal consumers frequent and in the mediums they consume. You end up reaching them where they are in the way they want to be reached. This is how you’ll get consumers to respond.
Social media algorithms are fickle. Changes happen all the time, and many major social media networks want you to pay for advertising. Your goal should be to diversify the platforms in which you publish content. The goal is not to depend on any medium or platform, as that is a dangerous strategy.
We talked about repurposing content in the last point — you can take one piece of content and repurpose it to diverse platforms.
- Give more value than you think you should.
The beauty of the digital information age is that you can give consumers the whole process, and they would still pay you to learn more. Even with the process, the consumer still needs more handholding, and that is where your business offer comes into play.
Your generosity with the content you publish will make consumers want to tell others about your brand. Cult-like followings are built when consumers have to tell others about the amazingness they are experiencing with your content.
I’m not saying you have to give away everything. What I am saying is to give more value than you think and watch your brand grow. Remember, you can repurpose that content in multiple ways, so as you give it away, you’re creating numerous pieces of content that will be used later.
Executive leaders have the opportunity to build a powerful brand by leveraging the Internet and access to consumers. The content you create as an executive leader is how you differentiate yourself from all the noise on the Internet.
Use these content strategies to build your brand, increase your following, and ultimately build more revenue for your company.
Written by Blake Nubar.
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