10 Common Content Marketing Tips for Guerilla Marketing
Without sounding too dramatic, content marketing can feel like a war zone — And no one enters a war zone unprepared.
Even with an ace up your sleeves, it is not easy convincing and converting your target audience to buy your product. This problem grows if you operate on a small budget and are in an competitive niche market. This is where you need to depend on specific tactics which can help you win every battle, and subsequently the war.
One battle-ready tactic is Guerilla Marketing, which is all about re-purposing things that your organization already produces and using them in an innovative, unconventional way to obtain maximum exposure. The almost non-existent budget for re-purposing curated content makes this a favorite with small-scale organizations.
Before you enter the battlefield, the first thing you need to have is a definitive plan, including:
1. Researching Your Target Audience
Taking a generalized route to content marketing is often one of the elementary mistakes made by marketers. Research your target audience and adopt a marketing strategy that aligns with their interests.
2. Defining A Strategy
Come up with a strategy that will take your brand to new heights. Think about the budget, set up a calendar, and create a timeline to achieve your goals. If needed (and within your budget), hire additional resources which can effectively help you execute your plan.
This includes hiring a content marketer (if you don’t have one working for you) and figuring out budget-conscious solutions and utilizing open source tools for content distribution. Many of these tools are available with a trial version — make the most of it.
Now let’s take a look at some action items that will help you ace guerilla marketing for your business.
1. Master the Art of Direct Mailing
mpress your target audience with subject headlines that immediately capture their attention. In a nutshell, a headline should drive your audience to open a newsletter immediately. In doing so, ensure that your subject line is eye-catching and has a voice with whom they can identify — Ditch the sales-y tone for something that is conversational.
2. Convert Your Content Formats
Have a SlideShare presentation?
Convert it into an informative blog post or an article. You can also repurpose company white papers and use them to create FAQs on your organization’s website and share them on a blog.
3. Embed GIFs
Everyone loves GIFs. Use social media platforms such as Facebook to post GIFs relevant to your brand or business. They are short, catchy, and have the potential to retain the interest of your target audience — You can also embed GIFs in your blog posts.
4. Start a YouTube Channel
It may seem difficult at first, but starting your own YouTube channel can prove to be immensely beneficial — All you need is a quality camera.
Don’t have the budget for a high-end camera and accessories?
Well, the good news is you don’t even need on. Every smartphone comes with a camera capable of recording video — focus more on the storytelling aspect of your content and if you have access, try your hand with simple video editing apps and services.
5. Any Publicity is Good Publicity
Who says you need to stick to a particular strategy for improving brand visibility?
Try taking the alternate route such as using negative brand keywords or even take a friendly jibe at competition. If done right, this move can definitely fetch you more publicity than ever.
6. Keep a Pulse On Trending Topics
Trending topics are a sure-fire way to guarantee a maximum audience for your posts. This includes new hits, likes, mentions, etc.
But be careful and don’t make the mistake of sensationalizing a topic that is in the news that is sensitive in nature. This can attract unneeded controversy and give your business a bad name.
It may seem contradictory when we say that any publicity is good publicity before advising you to steer away from hashtag hijacking. Try to use this rule of thumb: Are you alright with the idea of defending your tweet?
7. Perform Your Due Diligence
Make it a point to include research in the form of listicles and infographics to for your audience. These content formats can effectively convey how your brand operates.
8. Explore All Your Options
There are plenty of fishes, or content mediums, in the sea for guerilla marketers.
Experiment with quotes on Twitter, funny one-liners on your Instagram account, anecdotes in your blog posts, offbeat brand videos, SlideShare presentations, free E-books, etc. — Find out what medium works best for your branding campaign.
9. Reach Out to Influencers
Networking with influencers in your niche won’t break your budget. Guest blogging and creating an open line of communication with marketing influencers is the easiest way to build a network of influencers. These thought leaders are looking for outlets in which they can cater to a larger market while simultaneously building a relationship with content marketers.
Graciousness and humility go a long way in helping you build connections with influencers.
10. Request Customer Feedback
Listening to customer feedback is one of the most overlooked aspects of marketing.
Are they engaging w the content you post? Does your content provide them with shareworthy information? Is there any content type that they would like you to explore?
Communicate with them and make note of their concerns. When you develop a rapport with your target audience, they are more likely to be forthcoming and support your business.
There is no doubt that as a small business with limited resources, you may have a difficult time executing your guerilla marketing strategy, however, it is not impossible to overcome these challenges. What is your take on this? Share your insights with us on the topic.