Currently, 1.1 billion people use the Internet worldwide, regardless of nationality, culture, education, wealth, age or gender. To an unprecedented degree it has been socially accepted as the new information and communications medium.
New kind of communities, which I call the content community, has sprouted all over the Internet, where common values are unified and where people serve to present their views and opinions from varied perspectives. These communities range from topic as diverse as web design, Vancouver life or may be discussing shoes styles. With interpersonal communication being the fundamental characteristic of any particular community – More and more firms are now recognizing the advantages of web-enhanced brand-communities as a lever for relationship-marketing communication.
Championing Content into Community Outreach
Recently, it seems like everyone is championing for companies to evolve the way in which they approach creating content. It is an important moment for content marketing –at least in brand marketing. Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, Coca Cola recently stated that:
“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”
Besides the obvious SEO benefits for you’re awesomely web design site to having unique content, engaging materials also help your customers remember your brand. However, if you’re not a Coke or a Pepsi and do not have a huge fan following to rely on, all the amazing content you’re producing may be falling on deaf ears. Of course, you are also most likely to push the content through all the various social channels hopefully to gain some traction, but again this will mainly reach people that already know about your brand.
Well, if you are a company that doesn’t have time or resources to invest heavily into outreach you can create content for specific content niche communities. By creating content specifically for certain communities you are targeting a new audience that has an interest in a specific form.
Below are some general or niche content communities where you should be targeting to create content for or place pre-existing awe-inspiring content!
Why these Communities?
Content communities gather people who share common interests that are often – long term. These communities, further favour unified views and are based on strong relationships among their members. By placing targeting content on such manifested sites you can cut down on some outreach time while still allowing you to gain brand exposure. Example being, all the web designers who crave to create better web designs, irrespective of they being from Vancouver or New York or somewhere in Asia can participate in latest trend discussions.
In August 2011, comScore, website analytics reporting company, reports that the average web video viewer perused around 18 hours of content over the course of the month. Around 85.8 percent of the entire U.S. web audience viewed online video in the same month.
Video content is becoming increasingly more important through blended searches and allows brands to break up walls of text. Video increases the authenticity of your business by bringing your brand or message to life. However, you need to resist the urge to be too self-promotional.
Design creativity wins points in the world of info graphics—but your main focus should be to accurately represent the trends your info graphic brings to light.
Supa-Dupa high-res images are all the rage. If you‘re looking to get people talking, linking, and sharing your images, invest in some photography.
Keep Looking for Newer Web Communities
In order to attract more audience, you need to be thinking about new opportunities and how to permeate different markets. By looking to target different audiences for a certain type of content, you are actively pushing your brands and not resting on your laurels. To do this, creating content specific materials for specific communities is the key.
Add Value to the Content Community and not only look for links for your web design.
Once you identify a new community, providing valuable content shows people that you know what you are talking about. If your materials are of little value, your new-found community would be like a sunken ship. Therefore don’t think of extracting the link juice by posting a link for keyword like Web Design Vancouver but add real value.
Here are some ideas to make your content work –
Interact and Enjoy!
You needn’t always think about painting the town with your brand name. Although you might get the urge to, but branding too much will stick out as a sore thumb, and most likely you wouldn’t get any traction. Have fun with your content, keep the tone in line to your previous posts, for every interaction needn’t be a sales pitch.
Like everything your produce, you should be confident and proud with what you’re putting out. If you’re not, go back and try harder.
Always push your Comfort zone!
Read, discover and push your content outside of your company’s Twitter and Facebook accounts. Do not rely on them to do all the work. For, your brand is only as strong as you make it.