Currently, content marketing may seem like a buzzword from “the aughts,” but in reality, it’s become a tried and true strategy for businesses, brands, organizations, and institutions. Professionals build audiences, increase web traffic, establish credibility, generate leads, build relationships with consumers, and improve SEO. So, where do you begin if you are a start-up, small business, new organization, or just finally have the time or resources for content marketing? Content marketing must be done right. Do not push content focused entirely on your product, organization, sales, or over generalities. Developing quality content targeting your customer’s goals or quality information consumers need. Content marketing is storytelling, whether it’s for your business, magazine, organization, or personal endeavor. So, what are AMP Stories and how do they fit into your content marketing strategy? Let’s take a step back and look.
AMP stands for “Accelerated Mobile Pages”. These AMP Stories immerse your audience in a full-screen experience that is quick to load and easy to tap through. Pulling in viewers is simple using AMP Stories for engaging visuals and an interactive experience. AMP Stories are a mobile-driven format for sharing content of many types.
Over the past decade or so, 140-characters were suddenly all everyone talked about. It appeared that our world had a shortening attention span. Fear struck marketers when it seemed consumers were only interested in tweet-worthy content. But actually, a Pew Research Center online study of reader behavior indicates otherwise. Longform content maintains its worth in a networked world. Perhaps, instead of focusing on the next few dozen tweets of 140-characters (okay, now 280 characters), you should also focus on teaching your audience something new. Engage your reader, answers their questions, and build brand affinity. Show and tell for your users the challenges your products solve. Ideas include unique experiences, real-world examples of your organization, and upcoming trends that generate interest and qualified traffic. With the Story Cloud by Issuu create long-form content once and distribute it everywhere.
Your content is an ecosystem; your website, blogs, social media, and work together and complement one another. Content depending, you may find that you want to use different content formats for certain messages. Highly visual and photo-driven content may fall flat in a simple blog format. However, packaging it as a flipbook-style publication or the visually driven Stories format on Instagram, Facebook, or Snapchat highlights the content in a way that means more people engage with, share, and follow your brand.
Use interesting visuals and interactive elements from videos, web links, or GIFs to help your content stand out. A blog post might be full of new and insightful content about a subject, but you may lose the audience if you don’t include interesting visuals. Use your visuals for spotlighting key learnings, stats, or research. Video increases engagement and delivers a message more completely. Many consider this the “future of content marketing.” Photography and video set you apart from the competition. Make a splash and stand out in the feed whether your video is embedded for captivating the reader at the turn of the page, the photography is formatted into a shareable full-screen reader or your spreads converted into a gif.
We’ve all heard about Search Engine Optimization (SEO) and that it is an important piece in ensuring content ranks with search engines for the topic you’re addressing. You may want to start with keyword search tools such as Google Adword: Keyword Planner for determining what content you develop next. These tools identify which keywords are being searched and missing content that you can inform the user of so your content ranks in the Search Engine Results Pages (SERPs). Choosing keywords with high volume means the content is searched often, but most likely has a lot of competition. Whereas keywords with low search volume may not result in a ton of traffic, but your content is more likely to stand out and rank higher.
Content distribution may feel like it requires full-time resources since every channel has its own interface, tools, and format. If you are creating stories for Instagram, you pull up the Instagram App, but then you want to customize the messaging for sharing on Twitter. Now you must start all over again for this platform. Of course, your LinkedIn content should be more “buttoned up.” So it’s back to the beginning for sharing on this platform.
The Issuu Story Cloud offers a distribution solution; now you create once and share everywhere from one platform. Whether you are looking to embed content directly onto your website or blog, share your content to Instagram, Facebook or LinkedIn or publish AMP Stories to Google to increase your audience. You can customize as you share. For example, embedding the shareable full-screen reader on your website or creating a Visual Story for LinkedIn. Always consider the platform and the audience within that network.
Once published, checking your content statistics regularly is incredibly helpful. Data points include reads, impressions, time spent on page, shares, and click-throughs received. Your analytics give valuable feedback on how interesting your content was for the reader. For example, did they spend one minute or three and a half minutes to read the full piece? Did they click through on some of the examples or references or possibly share to their Twitter feed?
Leverage user data for improving your content strategy and performance by identifying aspects that require attention based on your goals. If your goal is more reads, but your bounce rate is 10 seconds, something is wrong. The content isn’t speaking to your prospects’ needs. There could also be a poor user experience from long load speed to bad layouts. Don’t be afraid to A/B test. Figure out what the main problem is, and improve on those results.
At Issuu, we recognize that everyone has a story to tell. This is why we build in-demand tools for publishing and distributing content across any channel: website, newsletters, or social media with the Story Cloud. We provide end-to-end cloud services for businesses to master digital storytelling.