Is it possible to be everywhere at the same time? For a regular person, no. But for a business’ brand, yes. Omnipresent marketing is a goal that all businesses should strive for.
You might think that creating killer content is all you need to do. The fact of the matter is that this is only half the battle.
A content distribution strategy is equally important. It’s what helps you ensure that all the right people see your brand in all the right places.
What is omnipresent content?
Because omnipresence refers to the quality of being everywhere, it should be easy to understand how omnipresent content works. Omnipresent content is easily found because it’s in so many different parts of the internet. Through various online tools, strategic publishing areas, and a heavier importance placed on data-driven content creation, companies will see overall amplification of their content.
It’s imperative to understand that it’s very unrealistic to try to attain true omnipresence, as it’s virtually impossible to get your content ‘everywhere’ on the Internet. Instead, get your content in as many strategically relevant areas as possible.
How to make omnipresent content
It’s important to understand that there is no digital marketing strategy that you can implement overnight that will make your content better. In fact, it takes quite a while to understand what kind of content people are looking for, where it should be shared, how people consume it, and how small tweaks can change a user’s experience. In other words, all of those things matter and are key ways to help your content become truly omnipresent.
Where & How is your content being consumed?
It’s no longer “good enough” to only share your content on social media, and evaluate the “performance” of your content by clicks, interactions, or even views. That’s becoming the expectation; the bare minimum.
Understanding where people consume your content by looking at real data will help you get rid of the “gut-feeling” often associated with content creation. Again, it’s not as simple as simply finding the social media platform that gets you the most traction with your content. It’s evaluating how your content is consumed on social media.
For example, if the videos you’ve made aren’t getting watched, make a hypothesis about the lack of performance that your videos are seeing. If you make a change to how your videos are shared, maybe they will be watched more. If this is the case for you, look at video hosting platforms or products to make your content do more for you.
How can your content help you differentiate?
When it comes to differentiation, the devil is in the details. The smallest aspect of web design can delight a user, and providing value is the end goal for your content. However, there are two sides to this story.
First, it is unrealistic to try to please everyone. Just because one person enjoys an aspect of your website doesn’t mean everyone else will like it.
Second, don’t just look to the industry leaders and experts to do what they are doing. Sure, you can cherry-pick certain ideas from them, but don’t blindly follow their lead.
SEO Really Does Matter
If, at this point in time, you don’t understand how huge of a role SEO plays in content marketing, you should probably educate yourself. Content marketing requires solid writing skills and a creative mind, but if people aren’t finding your website in their search results, your content will not get seen.
Long-tail keywords are similar to normal keywords, but they’re longer (SEO types are a real creative bunch). A simple keyword for “content marketing,” can have a long-tail keyword similar to “the future of content marketing.”
Long-tail keywords are great ideas for blog posts. This is because optimal, high-ranking keywords are getting a good portion of searches. It should be noted that these types of keywords aren’t receiving the same numbers as shorter, more competitive keywords. However, they amount to 70% of search traffic.
What this means is that your website can start ranking for phrases relevant to your business. For example, a law firm can start writing on topics relating to “understanding colorado real estate law and ownership for condos” to drive traffic from that low search volume keyword.
More Mobile Content
Smartphones, tablets, and mobile computing capabilities have fundamentally changed the Internet. Companies with non-responsive websites will be perceived as being behind their competition, and their online traffic will consider other options.
Mobile responsiveness is a must for modern websites, but having a mobile website means that you can’t sacrifice the user experience for a responsive site. Sometimes, mobile sites don’t have a similar navigation menu and users can’t find what they’re looking for. Other times, these sites take longer to load.
The solution to the problems those darn mobile devices cause is simple: a responsive website. Mobile website traffic isn’t going away anytime soon, so your website needs to be able be optimally viewed on all devices.
There’s a lot to be aware of to get your content to an omnipresent level. The word omnipresent literally means ‘the physical quality of being everywhere.’ Getting your content everywhere requires time and effort that large organizations like NASA & companies like Coca-Cola have taken decades to build and grow. Because of this, achieving omnipresence is more of a concept that companies should goal towards.
Content marketing is changing, but not in the underlying strategies or in it’s best practices. It’s changing the way companies are thinking about the Internet. Digital marketers need to understand where their targeted audience(s) are spending time online, so they can be there as well.
The best way to ensure that your target audience is finding you online is to create omnipresent content. Create content that is easy to share and easy to read. Give your audience the chance to raise their hands and convert as leads on your website.