Blogging and social media offer marketers the opportunity to publish content to attract customer attention, as well as pitch the media. This strategy requires a balance of content that provides fresh news while also covering evergreen topics.
For the best results, think like a news editor. Create a regular mix of current events, original research and timely commentary for reader engagement. Here are three key elements you need:
1. Monitor and anticipate trends.
Use social media to participate in larger conversations beyond just pushing out your company news. The more your brand interacts with timely content, the more people will see the brand and its digital offerings.
Monitor trends in the news, pop culture and the lives of your customers. Map out how your brand can participate in these conversations via social media, blog posts or other appropriate media. But don’t get involved in every conversation. Instead, focus on stories that relate to your overall brand strategy and messaging.
2. Create evergreen content your customers need.