Last week we shared 4 content discovery tactics to give you an edge in the content marketing department. Whether it’s personalized emails, outsourcing, or one of the other tactics mentioned, it’s always good to have a go-to list when strategizing your next content deployment. This is why we’re adding 3 more tactics to that list in Part 2 of our Content Discovery article series!

Influencer marketing

In this day and age, followers (or fans, or subscribers) are a quantifiable indicator of successful marketing. Influencer marketing is a golden example, and it’s a great way to boost your content signal. Though the version of influencer marketing that we know of today is still relatively new, its impact has proven to be quite meaningful. An influencer who has an established and loyal network of followers can mention your brand or product in a way that won’t simply land on deaf ears, and in an ideal situation that can generate leads and conversions.

Influencer marketing works based on a trust component, something that is taken for granted by many social media users. With the daily barrage of content that people are faced with on a daily basis, trust is one of the most important factors everyone gauges to cut through the digital noise. Influencers are in a position of influence because of the trust they’ve earned while crafting a genuine following, something that’s likely taken a lot of time and energy to build. So if your company can form a collaboration with an influencer (or several of them), you’ll be able to harness their well-earned credibility to spread the word about your brand and what it offers.

Influencer marketing feels organic, can be incredibly cost-efficient yet unassumingly effective. If this approach makes sense for your business, you should highly consider it!

Video embeds

It’s no secret that videos are a content magnet. With YouTube user statistics at an all-time high and videos auto-playing left and right on every conceivable social media platform, this easily digestible medium appears to be the content of choice for consumers. Video makes a case for itself by the very nature of its consumability, which is more engaging than a static image and should keep a viewer’s attention for a longer period of time. If used in the right way, videos can help garner leads and increase conversion rate.

So what is the right way to implement videos in your content? It usually depends on your brand and the type of content that you’re putting out there, but shorter vids which don’t detract from the customer experience and journey are typically better than lengthy, drawn out ones which can tempt visitors to bounce away from your page. We suggest brief yet captivating videos which are to-the-point, and embed them wherever it makes sense to: Facebook posts, tweets, Instagram (both your profile feed as well as Instagram Stories), and even your website’s landing pages. GIFs work too!

A post shared by FORMULA 1® (@f1) on

For instance, this Instagram video posted today by Formula 1® has already picked up nearly a quarter of a million views and over 41.000 likes in just a few hours according to data provided by Storyclash Insights. Producing videos might seem like a laborious task, but the bump in engagement and conversion is definitely worth the extra effort.

Link building

The topic of link building is a tricky one because of its direct connection to SEO (search engine optimization) and, inevitably, a website’s page rank on Google. What makes it a touchy subject is the fact that link building can be done the proper way or it can be done in a way which is frowned upon by Google. Since Google is the gatekeeper of your brand’s internet searchability and more, you do NOT want to make Google angry. The web is saturated with information on white-hat SEO versus black-hat SEO (and you can even find entire books about general SEO at most well-stocked bookstores), but what you need to know is why the former beats the latter—especially when it comes to link building.

It’s easiest to remember what black-hat link building is so that you know what not to do. Examples of black-hat SEO are keyword stuffing (self-explanatory), invisible text—which is using code to hide keywords on a landing page so that web crawlers still detect them for search ranking—or link buying, paying money for a viable link that would increase your PageRank score. Each of these black-hat tactics are against Google guidelines and the penalties for breaking those rules can severely hurt your brand’s web presence and overall reputation. If it feels questionable, then it’s probably disapproved by Google, so avoid doing it.

By comparison, white-hat link building is the practice of securing backlinks to your website that are organic, customer-centric and well within Google guidelines. When building white-hat links, you’re prioritizing customer experience and creating insightful high-quality content that others would naturally link to. The point is: stay off of Google’s blacklist and stick to white-hat link building. There aren’t any shortcuts to this method, but patience is rewarded.

With 7 combined content discovery tactics now at your disposal, implementing them alongside Storyclash’s features will give you the content advantage you’ve been looking for. 
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