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Make content marketing a priority

It is now January, which is the time when most of us think about starting anew. Many people will set goals to get in shape, lead more balanced lives, dedicate time to self-care, grow their business and a myriad of other aims to improve their quality of life. In that list of worthy goals, I hope that you include a content marketing plan. 

Content marketing is the creation and sharing of online material (such as videos, blogs, infographics and social media posts) with the intention of stimulating interest in a brand’s products or services. 

Whether you are an entrepreneur or not, content marketing is vital for the creation of your personal brand. It gives you the opportunity to position yourself as a thought leader in your industry. It also allows you access to content that is more compelling than, “Come buy this!” 

Through content marketing, companies and personal brands can share their stories, impact and relevance with their online audience. As opposed to hard selling tactics that center their messaging on selling a product, the strategies of content marketing allow a potential customer to discover the value and expertise before you ever make an offer. 

One thing I often hear when doing branding and social media workshops is, “What do we post?” Content is all around you. The key is choosing the right content. The right content would support the goals. For example, if you want to show that your company is efficient, you could share a testimonial from a happy customer bragging about their service being completed ahead of schedule. 

Your content could be a “behind the scenes” tour, a how-to-guide or tip sheet. That is all content. Those are just a few ideas. Here are a few things to keep in mind when creating content: 

  1. Does the content support your goal? 
  2. Is it valuable to my audience? 
  3. Is it share-worthy? 

Digital platforms track engagement, from website page visits to comments on a YouTube video and likes on a post. A person’s engagement on the content that you share increases your audience reach. The increase in audience reach means more people will see the content you share, and that audience translates into possible customers. With that in mind, share content that is worth engaging. 

Your content should be easily digestible, valuable, share-worthy and appropriate for the platform. As you are developing your strategies for how you will rule the year, include content marketing as a part of your plan. Develop a calendar for your content (videos, blogs, podcasts and posts). Planning content marketing at the beginning of the year will keep it from being haphazard, stressful or forgotten.

LaShaundra McCarty is chief communication officer, LMc Communications. Learn more and connect with her via or 

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