How To Do Content Marketing On A Small Budget

Content marketing is about building your brand’s reputation online with a view to pulling customers towards your brand.

Content marketing is different from direct advertising or a campaign by campaign approach.
 

Why Do Content Marketing?

Small business and local business owners may be a little bit uncertain about this new mysterious marketing technique. But really when it comes to the digital space, content marketing is less technically complicated than other digital advertising techniques such as Pay-Per-Click (PPC) ads, banner ads, YouTube video ads and so on.

And the trendlines are clear. Here is data from Google Trends.

(Google Trends result for ‘Content Marketing’)

The Basics

Content marketing at its simplest level may mean adding a blog to your business website and posting content there regularly.

So, if you are a famous (or a new) bakery shop owner, you may want to post some of your baking secrets or tips on the blog. Similarly, if you own a specialist seafood restaurant, you can post prawn and shrimp recipes to the restaurant’s blog and help people cook tasty seafood themselves.

Be the Gordon Ramsay, or Martha Stewart, or Anthony Bourdain, or Jamie Oliver in your niche.

If you sell hiking equipment, you can always post tips about safe hiking practices or safe whitewater rafting practices to your site’s blog.

GoPro, which sells action cameras, aims to differentiate itself from other camera companies by claiming to be a content company.

Once your business acquires a certain size, you can do content marketing at scale. Both employees as well as consumers can become participants by creating content for you — basically, becoming volunteer evangelists for your business.

Consumers may do this by writing about their own transformative experience with a product or service sold by your company. Or, consumers may upload a video to YouTube that showcases the GoPro camera or the ‘Insane’ mode of their Tesla or its ‘AutoPilot’ features.

There is more to content marketing …
 

ROI

You may ask: what return do I get on my ‘investment’ in content marketing? First of all, the great benefit and advantage of content marketing is that it suits the pockets and budgets of all sizes. It can be done free of cost or you may need to spend a few thousands of dollars per annum on your content marketing effort.

And the ROI will be there. With content marketing, it takes time for results to show. There are SEO and organic search benefits as your content spreads across different social media.

Content marketing is not like a traditional advertising ‘campaign’ or its digital equivalent.

If you spend X amount of dollars on a PPC campaign or a banner ad or a Facebook campaign, the ROI on that will be measurable but clearly any gains of that campaign will be short-lived.

Think of the effect of such an ad campaign as being like the chart below:

(Benefits of Digital advertising plotted against time)

With content marketing, the reach, engagement, and trust keeps increasing over time.

Think of the benefits of content marketing over time as being somewhat like the chart below:

(Benefits of Content marketing plotted against time)

There is no fixed duration of content marketing as it is not a traditional advertising ‘campaign.’ It is more of a persistent, ongoing effort to capture the mindshare among your target audience and convert them into potential customers.

The primary purpose of content marketing is to enhance your brand’s online personality. Once your audience is hooked on the useful, engaging, or entertaining content from your brand, it is a matter of time before you can convert them into your customers.

The ROI after six months of a content marketing campaign can easily reach 300% and it keeps increasing over time. But the ROI depends on the quality of content.
 

Outsourcing Content Marketing to A Digital Marketing Agency

You should perform a cost-benefit analysis of which approach to content marketing works best for you.

Your options are:

✓ As the founder/owner, you do all of the content marketing yourself including writing the blog posts, replying to the blog comments, posting to social media, keeping tabs on the different social media reactions and conversations happening

✓ You put someone in-house as the guy in charge of content marketing and she takes care of all of the above tasks noted in point No. 1 above

✓ You hire someone to a full-time position to be in charge of all of your company’s content marketing

✓ Or, you outsource your content marketing efforts to a digital marketing agency such as Mind Digital.

Experienced digital marketing agencies will be able to expertly manage your content marketing campaign while ensuring all the right boxes are checked such as:

✓ Good quality content

✓ Presenting the content in a variety of forms such as blog posts, pdfs, slideshares, podcasts, videos, etc.

✓ Maintaining a regular content calendar

✓ And regularly posting to social media.

For small business owners, it may be better to focus on the core business rather than on creating content and so on. Similarly, having a full-time content professional in-house may be an overkill for a startup.

Outsourcing content marketing to a digital marketing agency is the most cost-effective solution.
 

SEO And Content Marketing

With Google growing more sophisticated in how it ranks websites in the organic search results, having good quality, fresh content is one of the best ways to rank well in the search engine result pages (SERPs).

When your content is shared widely on social media or has good quality backlinks from high authority websites, Google gets the ranking signal it needs.

You simply cannot conceive of an SEO campaign without content these days. And content — properly executed content campaigns — always carries an SEO signal or contains an SEO message for search engines.

Your content needs to have the target SEO keywords sprinkled in it as well as the LSI keywords and Google will do the rest.

One of the benefits of outsourcing content marketing to a professional SEO agency is that they are well acquainted with the necessary keyword density requirements as also how to avoid keyword stuffing.

With the right keyword research using tools like the Google Keyword Planner, you can really get to the high return long-tail keywords. SEO professionals at SEO agencies such as Mind Digital will have experience with finding out the correct long-tail keywords by conducting keyword research.
 

How To Do Content Marketing On A Small Budget

Adopt a multi-pronged approach to content marketing

This benefits your readers some of whom may like to read blog posts while others may prefer to download content in pdf format for reading later. Still others may prefer podcasts while short YouTube videos may be the format of choice for others.

So, present your content as:

A. Blog posts
B. Podcasts
C. Slideshows
D. Videos
E. PDFs
F. Infographics.

When you push the same content out in different formats, you should also study how they are doing relative to one another.

If you have invested your own time as the business owner/founder in writing the blog posts, creating the podcasts/videos, infographics, pdfs, and so on, then you would be interested to know which of these activities represented the best investment of your time.

After all, making a slick video or a good looking infographic will require time even if you have created the content while writing blog post.

On the other hand, if you have outsourced content marketing to a digital marketing or SEO agency, then evaluating the cost and performance of each type of content becomes even more important so that you can smartly allocate your content marketing and digital marketing budget.
 

Quality Over Quantity

You should not worry about how often your competitor posts content. Some bloggers may be able to post good quality content thrice a week: Mondays, Wednesdays, and Fridays. That’s great! But you may find that pace difficult to sustain initially. Not a problem! You may opt for two blog posts per week. No point in having blog content that does not provide exceptional value or have some useful info for your readers. You should only try to post content that is likely to gain traction across social media and that will oly happen if your content is top notch, unique, and exceptional.

Think of the Olympics. There are teams from more than 200 nations playing in Rio at the moment. Probably the United States will be at the top of the medal tally at the end of the Games. Or China will be.

Look at the size of their teams. And also look at the team sizes of the UK and Australian contingents. Remember that the population of these four nations ranges from 1.4 billion to 20 million.

Which country out of the above is likely to win the most number of gold medals or any medals on a per capita basis? Most likely, that country will be Australia.

You can then say that Australia is the highest quality nation in terms of athletic prowess and excellence.
 

Don’t Waste Money on Trying to Create Viral Content

There is no secret formula to guessing the correct Powerball combination. Otherwise, everybody — or, lots of persons — would guess the correct combination.

Similarly, there is no secret formula to creating viral content. A Buzzfeed watermelon bursting experiment goes viral but you cannot plan that in advance — it is likely that hundreds of copycat viral video attempts have failed.

Sure, if you can have two men in jet packs flying over Dubai, the resulting video will get millions of views on YouTube, but that video means huge expenses. Drone videos are cheaper to make. Drone videos of theconstruction progress of Apple’s Campus 2 get good hits on YouTube as also videos of people boiling an iPhone in Coke.

Your challenge is to come up with something that is both creative and cheap. Philippe Petit’s stunt from 1974 where he walked across the top of the towers of the World Trade Center would probably be a guaranteed viral sensation today but tougher security would probably make the walk impossible in the first place.
 

Repurpose Great Content

Repurposing content means converting one form of content into another. If you have a blog post, if it easy to convert it into a slideshow or infographic, or a podcast, or video. It depends on your level of familiarity with these different content formats.

By presenting your informative content in multiple formats, you are able to get the maximum return on your research effort that went into writing the original blog post. Also, you can reach a larger audience by presenting your content in different formats.
 

Guest Blogging as A Source of Free Content

You can create a guest blogging page on your site where bloggers can pitch their blog posts. Of course, you reserve the right to accept or reject these pitches. You may end up rejecting about 90 percent of them but you may find a few good pieces occasionally that are worthy of publication and make the effort worthwhile.
 

Content Marketing Tips

Become A Better Writer

It’s always a good idea to improve your writing skills. If you are planning to handle the bulk of content marketing yourself, you can work on improving your writing skills so that you can produce increasing better content over time.

One of the key enablers for you to become a good writer is of course to read good stuff — whether online or offline. There are lots of long-form content that is published regularly online on an ongoing basis: The New Yorker is one good source and there are content aggregation services like Pocket and Longreads Weeklywhich will send the best of the day and best of the week email newsletters if you subscribe to them.

Here are a few tips to write persuasive, compelling online content:

✓ Online content should be presented in easily digestible form. You need to craft a really good headline to pull the reader in.

✓ There should be good subheaders as well.

✓ Short paragraphs with up to four sentences is the name of the game.

✓ Use active voice and avoid passive sentence construction.

✓ Use short sentences with not more than twenty words.

✓ Use the word ‘you’ to address your reader.

✓ Make it punchy.
 

Ensure Your Content Is Factually Accurate

Donald Trump may have come quite a long distance despite many plainly inaccurate claims on the campaign trail — and he continues to venture into uncharted territory — but you cannot hope to make an impact as a trustworthy and informative writer if you do not care about accuracy. So, skip the hyperbole and be sober.
 

Ensure Your Content Is Grammatically Correct

Having silly grammatical errors creep into your content can detract from the impact it can have on the reader. So, find someone — your spouse or kids who might do a quick proofreading of your content before or after you hit publish; but preferably before.
 

Develop A Unique Voice

This is probably easier said than done. You can present personal anecdotes in your writing or talk about politics or be unique in some way. It should reflect who you actually are — be authentic and people will likely love it. Social media such as Twitter is a great tool where you can reveal the informal side of yourself to all.
 

Make Content Easy to Engage With

You should enable comments on your blog posts so that your readers can provide feedback or ask for clarifications. You should engage with your community. You can add ‘Click to Tweet’ functionality to your content to make your content more shareable. There are WordPress plugins available as well as various other solutions you can find by a Google search.
 

Different Formats For Different Folks

We have already talked about the benefits of presenting your content as blog posts, email newsletters, PDFs, infographics, podcasts, YouTube videos, and so on.
 

Rich Media Content

Make content attractive to look at. Use Instagram and Pinterest images, video embeds and so on to make your blog posts attractive.
 

Conclusion

The battle to capture eyeballs in the online space is huge and digital ad spending is expected to overtake television ads in 2017 or 2018. Along with the growth in digital advertising, content marketing is growing non-stop. Here is a useful overview of the whole content marketing landscape.

The biggest benefit of content marketing as a digital advertising technique is that it can be done as cheaply as you want. Whether you choose to do all of it yourself or opt to outsource your content marketing to adigital marketing agency or SEO agency, you should remember that this is something for the ‘long-haul’ and the benefits will show eventually.

Reference:-https://www.minddigital.com/affordable-content-marketing-ideas-and-techniques/

Four Steps To A Comprehensive Content Marketing Strategy – Part 3

Target Audience:

You should know your audience to get the maximum mileage out of your content marketing budget — if your audience is CEOs and other senior management type executives vs. whether you are targeting teens. This will determine the tools and platforms you need to use for your content marketing efforts.

The must-use social media these days is Facebook to get your message to the largest audience possible. Facebook is the number one digital marketing platform if you are a Business to Consumer (B2C) company while LinkedIn gets primacy if you are a Business to Business (B2B) company.

Getting the attention of Facebook users can be a tricky affair. After you create a company Facebook page and upload a Profile picture, a large header image and otherwise give the Facebook page a professional look, the next challenge is to attract followers to the page or getting Facebook users to ‘Like’ your FB page.

This will probably require you to ‘promote’ your page on Facebook and FB will do that for you and charge you accordingly. After you get people to Like your Facebook page, you can start posting content to the page. The content may be articles, FAQs, viral videos or whatever may be of interest to your customers depending on your business vertical.

Facebook’s ever-changing Newsfeed algorithm ensures that it’s not enough for you to get thousands of people to Like your Facebook page. Those who have liked your business’s FB page may — or, more likely, may not — see your Facebook posts.

Only if those FB who have liked your FB page have also chosen the option and asked FB to always show your posts on top of their Newsfeed when they log into Facebook, then FB will show your posts to them for sure. Otherwise, more Facebook paid marketing is required.

Facebook says it gives priority to friends and family meaning posts shared by one’s FB friends appear on others’ Newsfeed. After that, the next priorities are for the Newsfeed to inform and entertain.
 

Content Marketing Using Facebook:

You should of course upload your blog posts to Facebook and do that on a regular basis for maximum impact. Facebook’s trending topics give insights into what people are talking about at a given moment and you could post relevant links to a trending topic. You could share interesting YouTube videos as well as images to your FB feed as people respond more to images and videos.

Facebook’s search box lets you find people and other business pages who may be competitors or just noteworthy or notable or good quality pages in general that you could learn from. And you can promote specific Facebook posts as well.

If you want to target a wide range of tech-savvy professionals in their 20s and 30s, having a popular Twitter feed can be a powerful weapon to reach them.
 

Content Marketing Using Twitter:

You can settle upon your plans and outcome out of your Twitter campaign — whether it’s about generating traffic to your website or blog, or about some ‘conversion’ action such as signing-up to an email list or joining some free trial.

Find, build, and engage with your audience on Twitter using lists in Twitter, Twitter’s search box, and Twitter hashtags. And schedule your tweets to get the maximum impact. You can also get content ideas from Twitter as well as monitor your competitor’s Twitter feed and keep tabs on them as well as get new ideas.

You can also ‘promote’ your content on Twitter if you can allocate a portion of your company’s digital marketing budget for this.
 

Effective Content Marketing Using LinkedIn

To target business professionals, using LinkedIn for content marketing is quite effective — even Microsoft thinks LinkedIn is worth investing in to tap into the business professionals with accounts there. LinkedIn groups are definitely useful for sharing content. Since LinkedIn is a network of professionals, it works best as a B2B marketing vehicle. You should ensure your posts to LinkedIn groups are relevant and useful to the professionals who are part of that group.

SlideShare is part of LinkedIn; therefore, you could have a presentation about your company or a product and share that on LinkedIn. Similarly, sharing videos can be useful and effective on LinkedIn as they are on any other social media platform.

When you share something to Facebook or Twitter, make note of what LinkedIn group that post might be suitable to and share it on the group with a relevant question to get a discussion started.

Now that LinkedIn has its own publishing platform, you can try and write original posts on LinkedIn or share a part of your blog post existing elsewhere and then link to your blog. LinkedIn posts also do well in Google search results often showing up on page one of organic results. Online publishers such as Quartz are already doing this in their endless quest for more traffic and hits.
 

Using Quora for Content Marketing

Quora may seem like too small or geeky a social network for brands or marketers to bother with it but it has a lot of trust worthiness and can help your brand build thought leadership over a period of time. You can use Quora to learn if there is any discussion happening around your brand or your competition or your business segment. It will help you keep track of the conversation and join in when relevant.

You can learn from others as well as answer users’ questions. One nice thing about Quora is the first person nature of the answers people can get from the likes of Jimmy Wales, Wikipedia’s founder. There are astronauts like Clayton Anderson answering queries on Quora.

As with any other form of writing, use catchy headlines when you write something on Quora. Also, you can start your own blog on Quora where you can share your own thoughts on a given topic. One benefit of writing on Quora is that it seems to have good traction in Google’s SEO landscape.
 
Schedule:

You have to be predictable in your content marketing plans. Once you have an audience for your content, you need to keep supplying them with fresh content on a predictable basis so that the audience is not disappointed. Much thought and effort needs to go into ensuring that you have a ready supply of fresh content.

Different social media platforms need different posting frequencies and schedules for maximum impact.
 

Twitter Schedule:

Maximum Twitter users log into their accounts in the morning — many do that first thing after they wake up — and at night. So, depending on your time zone, you could try to time your tweets accordingly.

Links to your blog posts can also be tweeted more than once during the day to ensure more of your Twitter followers get to see it. Weekend tweets can be lists of the best stuff you have shared over the preceding week.
 

Facebook Schedule:

As to the schedule of posts on Facebook, it has been determined that Thursdays and Fridays are best to run Facebook campaigns as people are in a more relaxed mood ahead of the weekend compared to Mondays when people are more likely to be in a grumpy mood or on Tuesdays when people are likely to be in the middle of work and overworked or overstressed.
 

LinkedIn Schedule:

It works best if LinkedIn posts are uploaded when professionals are likely to have downtime such as just before the start of the work day (7 to 8 am), or during the lunch break (11 am to 2 pm), and towards the end of the work day (around 4 pm).

One way to ensure a continuous supply of content to post is to aggregate content. This can be done occasionally or you can have a weekly schedule of posting aggregated content. These can be either internal or external content.

Someone like Maria Popova has built a formidable readership for her Brain Pickings website, and her newsletter goes out every weekend and it’s all about mostly content aggregation — excerpts of books, commencement addresses and so on. One more similar content aggregator is Farnam Street.
 
Tools:

You can use the different social media tools effectively if you become an expert at using them and learn each tool’s particular characteristics and quirks. NASA does a nice job of harnessing social media using different Twitter handles. Being ‘NASA,’ and doing what it does — operating rovers on Mars (Mars Science Laboratory Curiosity https://twitter.com/MarsCuriosity), spacecraft orbiting Saturn (Cassini Saturnhttps://twitter.com/CassiniSaturn), spacecraft now orbiting Jupiter https://twitter.com/NASAJuno) — it is relatively an easy task to gain followers among discerning Twitter users.

Everyone cannot be a pioneer in space exploration like NASA but businesses can try and build excitement around some scientific or space success or milestone being achieved and these can become popular on social media.

It’s not outlandish. That’s exactly what Google does with its relevant doodles. There was a Google doodle on the 4th of July when Juno successfully entered Jupiter’s orbit. There was a Google doodle celebrating Philae lander’s landing on Comet 67P.

https://twitter.com/GoogleDoodles/status/532597835569434624

And Google had a relevant doodle when Curiosity successfully landed on Mars.

https://twitter.com/GoogleDoodles/status/232588351193104384

Your social media tools are Facebook, Twitter, LinkedIn, and Quora primarily. You have to decide how to use those tools depending on your target and your budget.
 

Outsourcing Content Marketing

Outsourcing content marketing to a digital marketing agency in India can be a wise decision and an investment worth making to build your brand’s online presence and reputation in the long term. Outsourcing done right can get great results for any business. Giant businesses like Apple and GE are using outsourcing of various activities in a manner that adds billions to their bottom-line and top line.

Focusing on core competencies leads to business success. This is as true — or truer — for small businesses as it is for large corporate. It is better to outsource your content marketing work to content marketing professionals at a digital marketing agency in countries like India instead of asking the kayaking instructor at your adventure tourism company to double-up as the in-house blogger and content writer.

Instead of asking the chef of your restaurant to do part-time duty as your website’s SEO guy, it is better to outsource SEO work to SEO professionals at an SEO company in India.

Finally, content marketing can both help companies keep in touch with customers and be used as a platform to attract new customers. Having a proper content marketing strategy is essential to get the best return on investment on this technique.

Reference:-https://www.minddigital.com/four-steps-to-a-comprehensive-content-marketing-strategy-part-3/

Four Steps To A Comprehensive Content Marketing Strategy – Part 2

Secrets and Tricks for creating viral content

Humans are inquisitive creatures. They are naturally attracted to mysteries and secrets almost like moths to a flame. Hence, one secret to creating viral content is to create articles with the right headlines — headlines with the word “secret” in it.

A few examples to illustrate this:

If you are a tour operator or travel agency, your blog could contain an article titled ‘Seven Secret Rafting Locations in Colorado.’ Variations on that theme such as “Hidden Places in Colorado” and so on will work as well. A Google search is useful as that will provide a measure of help to gauge the number of articles that already exist on the topic and what are the “related searches” to your article title. You may need to or choose to tweak your article headline based on insights from Google.

The other popular headline writing technique and article format is to have a ‘Top 10’ format list such as “10 Secret Healthy Lunch Ingredients” or “Top 10 Beaches in Florida/Southern California/Gold Coast” and so on.

Becoming an expert in some niche can ensure you have a good audience for your content. Of course, becoming someone like Suze Orman in financial planning or Phil Plait in astronomy takes a lot of effort and only a few people will have the skills and will be lucky enough to be in the right place at the right time to succeed.

You could produce deeply researched articles on some topics and attract significant traffic to your website — something like WaitButWhy.com comes to mind with its massive articles about The Fermi Paradox orSpaceX or Tesla Motors. Online publishers may republish your content/article and this can get greater traffic for your website as well as revenue for syndication.

Quora is one more popular social media where you can share your expertise and online publications such asSlate reproduce some Quora answers under a partnership. Quartz also publishes content from Quora.
 

Ideas and Examples of Viral YouTube Videos:

Creating popular YouTube videos is not as difficult as becoming a Nobel Laureate. You only have to be smart enough to find your own niche area of expertise that also has a popular appeal and can attract an audience.

Different domains will have different levels of competition and existing players who already have an established brand recognition, reputation, wide audience, large number of followers and possibly a deep pocket and global presence.

If you are in the travel business and plan or produce a blog or vlog or YouTube videos, you are up against the likes of Lonely Planet, TripAdvisor, National Geographic, Fox Travel, BBC Travel, et cetera et cetera.

So any content that you produce must be unique enough in some way and not available at the sites mentioned above. But food and travel are such popular and vast business verticals that there is always scope to try and create an identity of your own that lets you stand out from all the other existing businesses.

After all, food and travel constitute some of the core and perennial hobbies of many. And the habits, fashions, and preferences change. New travel destinations suddenly become popular. New holiday activities go viral. Food fashion changes based on taste as well as the latest fad diet.

Perhaps of more limited interest than a popular YouTube channel about food/recipes/cooking would be one devoted to explaining common scientific phenomena as well as the technology inside everyday appliances. Such a YouTube channel or blog can also provide helpful tips regarding the common faults or malfunctions in those appliances and DIY methods to repair the appliances.

The technological complexity of the world we live in growing and people are often at a loss about sundry gadgets and how they work.

Even if something similar already exists, there can always be a different — perhaps fun or quirky — way to talk about those things.

Think about the wild popularity of a show like Top Gear with its trio of hosts including the ever controversial Jeremy Clarkson. It was all about being fun, outlandish, outrageous, quirky, and being irreverent and rebels which apparently appealed to millions of people around the world.

Among examples of brands using viral YouTube marketing, there is this from GoPro, the action camera company. Its ad containing video footage of a fireman in Fresno rescuing an unconscious cat reached more than 30 million viewers.

Another ad titled “Girls Don’t Poop” from bathroom deo maker Poo-Pourri acquired viral status with its toilet humor and got more than 30 million viewers.

The #DancePonyDance campaign from Three Mobile in the UK enjoyed good social media success with its related video of a dancing, moon-walking Shetland pony.

Science as well as science communication spans the whole gamut from wildly expensive to super-cheap and from Nobel Prize winning level of nerdiness to the amateur enthusiast. If you ever wondered what would happen if you soaked a piece of cloth in water and then squeezed it in zero gravity, then there is a video of astronaut Chris Hadfield doing exactly that in the ISS.

If you wanted to ever check out the tracks made by the massive, Apollo-era crawler transporter as it ferried a space shuttle to the launch pad in the old days prior to the shuttles being retired, well there is astronaut Mike Massimino doing that and much more and having loads of fun.

But non-astronauts like us can develop some serious expertise about, say, the Apollo missions, and create YouTube videos explaining interesting stuff about those historic missions and technologies.

That would be something like what Amy Shira Teitel does in her YouTube channel.

You might be a Nobel Prize winner like Dr. Wolfgang Ketterle and then you could talk about stuff like Bose Einstein condensates.

But you don’t have to be a Nobelist to explain mirror reversal in a YouTube video.

So the point is that there are countless niches and you just have to find one that meets your needs or aligns with your business goals or area of expertise.

Use a brainstorming session in the office to decide your strategy. Or many sessions.

Use the hive mind of Twitter may be.

Take ‘citizen science’ projects like SETI@home. What can be a business equivalent of this where consumers and just lay persons somehow become enthusiasts and participate in some project that you create?

If you are a tour operator who organizes adventurous activities such as whitewater rafting or sky-diving et cetera, you could post articles to your blog or create YouTube videos where you talk about the basics and the dangers and safety precautions to be taken while performing various adventurous activities.

Your company’s YouTube channel can also share YouTube videos from your customers doing various thrilling things like some edgy whitewater rafting.

Different companies have different levels of engagement with social media. Some like Tesla Motors have a cult following among social media-savvy technology enthusiasts and naturally there are plenty of viral videos of people driving their Tesla Model S sedans in ‘insane’ mode or using the latest Autopilot features. Tesla CEO Elon Musk is himself a pro at using Twitter not only during product or feature launches but at other times as well such as when some crisis hits the company. No other CEO of a major auto company like Ford, Toyota, GM, Ferrari, Fiat, Mercedes and so on deploys Twitter or any other social media tool with comparable aplomb.

Tesla is a minnow in the global auto business. Whereas large auto companies sell millions of cars per year, Tesla sold about 50,000 of its Model S sedans last year for a turnover of about $5 billion. But using social media, Tesla has built a level of visibility for itself where it is seen as a global player as well and its name is taken as seriously as the other auto businesses some of whom have been around for longer than a century.

Apple CEO Tim Cook has a Twitter account that he uses occasionally and Apple itself got its own Twitter account only in 2015. Apple can afford to be blasé about doing social media marketing or outreach but small businesses who don’t have Apple’s level of cult following cannot.

In fact, Apple’s cult following is such that enterprising individuals are harnessing it for their own commercial gain by creating YouTube videos that go viral.

Duncan Sinfield and others post monthly updates about the construction progress of Apple’s Campus 2 and these get hundreds of thousands of hits.

Then there are those who put an iPhone in boiling Coke and upload the resulting video to YouTube and get millions of viewers for that.

If individuals can create interesting drone videos, the takeaway for consumer facing businesses is that they too can do similar videos with relevance to their own businesses.

A travel agency who organizes whitewater rafting or hikes on the Appalachian Trail can surely create nice drone footage of the rivers and trail routes and these will make for engaging viewing.

Reference:-https://www.minddigital.com/four-steps-to-a-comprehensive-content-marketing-strategy-part-2/