Content marketing and growth hacks may seem antithetical; content marketing is a long game and growth hacks are often aimed at getting immediate results. Yet there are plenty of ways to growth hack your content marketing and get results faster. In general, a solid content marketing strategy will include both short- and long-term objectives. Results of content marketing programs often take time to surface, though when they do, they tend to snowball quickly.
On the other hand, growth hacks provide ways to achieve quick wins with minimal time, effort, and resources. The good news is that there are ways to growth hack your content marketing. While your overarching content marketing strategy should continue to focus on long-term results, we’ve outlined some tricks to help you see some fast results in the meantime.
Newsjacking is a way to raise awareness for your brand by taking advantage of the current news cycle. You can leverage any breaking news or even recent trends to build a related story around your company. Since the news is already trending, it provides an opportunity for you to grab onto the coattails of the momentum and quickly see results. One of the most infamous examples occurred during the 2013 Superbowl when a blackout occurred. Oreos capitalized on that moment in time by offering a simple tweet “You can still dunk in the dark,” which turned into the tweet heard ‘round the world. While you might not be able to enjoy the same level of notoriety as Oreos’ well-timed tweet, there are ways to replicate the effect, even for B2B fintechs.
Newsjacking is not a perfect science, but there are ways to do it well. The first trick is to choose the right news story or trend. Not every story is “jackable.” Tap opportunities that seem like natural connections and don’t force it. You’ll also need to be timely. Ideally, you’ll insert your brand story right before the story gains serious traction and peaks. This allows you to connect with journalists who may be researching for more information.
Perhaps most importantly, think critically. It’s important to look at newsjacking from the perspective of your clients and prospects. Consider whether or not it will make sense or if the connection is easy to identify. It may be a good idea to get an outside opinion before launching a story to confirm that it fits and that it isn’t offensive or off-putting in any way.
Promote Content from Complementary Sites
Creating fresh content is one of the biggest pain points for companies — especially startups that are strapped for time and resources. There is a workaround for this and it involves sharing content from other relevant sites. This also involves some critical thinking as you want to be sure you’re not sharing content from competitors.
Start by identifying relevant, complementary, and/or related companies to what you do. Keep tabs on what they’re publishing and share interesting posts on your social channels. If something is particularly on-point, consider writing an article that links to the original post and provides your brand’s take on what the article says.
Sharing other brands’ content is beneficial for your brand because it allows you to demonstrate that you have a finger on the pulse of your industry and shows your industry-specific knowledge. It also gives you an easier starting point than “from scratch” when it comes to creating content or finding interesting content to share on your social channels. It’s a great way to mix up your own social feeds with content that can keep your audience engaged. It’s also a terrific way to build relationships with those companies that could yield fruitful partnerships down the line. Finally, reciprocity is always a possibility. The brands you may promote may also choose to share your content.
Advertise Your Best Content
When promoting your content on social channels, tap into analytics to track which posts perform best. Whether you’re measuring by “likes”, clicks, comments, or shares, you can take your most popular posts and turn them into social media ad campaigns. Start by advertising on the channel on which the original post performed well. If you had a tweet that received dozens or hundreds of retweets, create an ad with that post on Twitter. This can drive a larger audience back to your website where they can peruse more of your content.
Another great strategy is to take well-performing ads and create similar ads on other social channels. If the Twitter ad you created continued to perform well and drive high-quality traffic back to your site, consider creating similar ads on Facebook and Twitter. Not all content performs the same on every social channel, so test with a small budget and scale up once you start to see success.
Once you’ve run an ad campaign, you’ll have a better idea of which audience segments have shown interest. You can replicate and improve results for future ads via retargeting, which will show ads to the specific audience of people who have already clicked your ads. This is a cost-effective way to advertise effectively. Those who have already clicked or visited your site are more likely to return, sign up, and/or buy from you.
Content marketing is a large undertaking, but that doesn’t mean there aren’t ways to score quick wins and get fast results. Implementing some of the tricks above can turbocharge your program and help you build a healthy mix of short- and long-term tactics.