Everybody is doing content marketing.
Whether if you’re a global billion-dollar business like Red Bull, or if you’re a local café owner, everybody owns a blog now, because it is a low cost and efficient way to bring in potential customers.
And because every blog is competing for the reader’s attention, it’s no longer good enough just to create content and hope that people will somehow stumble on it, whether it’s through Google or over social media.
To put things into perspective, any generic Google search can yield millions of search results. There is just too much content at consumers’ fingertips.
It’s becoming increasingly challenging to stand out.
In recent years, online marketing has shifted paid sales pitches to providing high value to your target audience.
On Wordpress alone, there are 2.13 million blogs articles written per day, which makes up nearly 25% of all online content.
While there are no signs that this is going to change anytime soon, this means there will be even more content than ever before.
So how can you as your business make sure your content is being seen? And, how can you get your content in front of the right audience?
The answer is simple: With omnipresent content.
What is omnipresent content?
The term omnipresence means being everywhere.
In marketing terms, imagine your audience is the centre. Your role as a content marketer to become the universe that revolves around them, by publishing content that is always present in their consciousness.
That means you have to exist in all the different parts of the web. Youtube videos, social media, blogs, interviews, podcasts – anywhere that your audience is at, you should be there.
Omnipresent content can amplify your marketing message and give you top-of-mind presence among your target audience.
Through the use of various content creation tools, strategic publishing areas, and heavier emphasis placed on data-driven content creation, you make your brand and business be heard more loudly and clearly.
In marketing, there is no such thing as over-exposure, only over-exposure to irrelevant information.
Everyone knows that we go throughout waking hours bombarded continuously by ads wherever we go.
But if an ad is about a product or service that promises to solve our pain, we sit up and pay attention.
We want to learn more. What is this thing? What does it do? Does it really work? Who is the person behind this product?
Once we start asking questions, we want to have a wealth of content we can fall into. And this is what omnipresence can do – create a universe of relevant content that guides the buyer journey.
Many marketers fail to recognize this fundamental difference, that’s why they think sending out a few emails, writing a couple of blogs and recording a few videos is enough.
They think they’ve done everything they can, and adding anything more will cause fatigue and annoy potential customers, driving them away.
Well, they’re wrong. And here’s why.
Do you think Red Bull will ever stop sponsoring athletes? Will Apple ever stop advertising their new iPhones?
No way. That’s because when they stop, their message gets lost in the sea of marketing content, and they lose the top-of-mind presence in their audiences.
So to achieve omnipresence marketing, you need repetitive consistency and diversity.
While chances are you don’t have the marketing budget of Red Bull or Apple, you can still reach a high level of omnipresence that outshines your competitors.
How to make omnipresent content
One thing to note that while you should strive to be everywhere, it’s almost impossible to get your content 'everywhere' on the Internet.
Instead, you should be strategically choosing the relevant areas to be present, to create the omnipresence effect for your audience.
1. Where & How is your content is being consumed?
Just sharing your content on social media, and measuring the performance of your content alone is no longer good enough.
In fact, that’s just the bare minimum, and you’re expected to be doing this anyway.
Only by having a clear understanding of where your audience is consuming your content will help you be where you need to be.
While having real metrics at the palm of your hands will help stop relying on your gut feeling to guide your content creation, it isn’t as simple as merely finding the social media platform that gets you the most clicks or views.
It's about evaluating how your content is consumed.
For example, if your Youtube videos aren’t getting enough views, it’s time to sit down and analyse why their performance is lacklustre and aren’t getting eyeballs.
Perhaps if you change the distribution method from using your blog to Facebook, you might see an increase in views.
If this is the case for you, experiment with different social media platforms to see which one gives you the most reach.
2. Producing differentiating content
The devil is in the details. Even the smallest aspect of web design can appeal, build strong trust, and provide more value to the maximum number of users.
Of course, it is unrealistic to try to please everyone. Just because one user enjoys an aspect of your website doesn't mean everyone else will like it.
Second, don't just look towards the industry leaders and experts and mimic what they’re doing. While you can certainly cherry-pick specific ideas from them, but never copy them blindly.
Instead, add in your own thoughts and opinions to build on whatever that is already available. Add value to your readers.
To differentiate your content from others, you need to be able to demonstrate your unique value to your audience.
Focus on educating and helping your readers. Answer the questions that are keeping your audience awake at night, make it easy to read and understand.
Fill the gaps that are missing from your competitors’ content. Build your content around the missing information and carve out your own niche of content.
More importantly, be ready to interact and share with your audience so you can build a loyal following around your business.
3. Repurpose your content
If you have a blog that already has hundreds of articles, then you already have most of the ingredients you need to create omnipresent content.
What does this mean? Let me explain.
Since omnipresence is about being everywhere, you can convert your existing articles into a diverse range of content mediums.
For example, you can pick a list of your most popular articles, organize them into chapters, and you’ve got yourself an eBook.
All you have to do is to have the articles edited, so it reads like a book. Then sell the end product on Amazon. You can even hire someone to convert your new eBook into an audiobook.
Becoming an author of an Amazon eBook is a great way to establish legitimacy and become an authority in your niche.
But If you’re not ready to be an author, what about starting your own Youtube channel?
For example, let’s say you’ve already written a highly popular article about housetraining a puppy.
Use that article as the script (with some editing of course). Get in front of the camera and record yourself talking. Now you have a video ready to share on Youtube and other social media platforms!
You can even extra the voice track from your video, and post it online as a podcast episode.
With just a single piece of content, you can repurpose it and create 3 to 4 types of different content mediums out of it.
This method saves you the time on thinking about what to produce when you’ve already have access to a wealth of content.
You can quickly produce different types of mediums from a single source of content.
Be creative in what type of content you can repurpose. How about a VR video, or a handbook in an interactive phone app?
Of course, chances are you won’t have the time or the skills to create such a wide variety of content types.
Fortunately, you don’t have to do everything on your own. With a bit of money, you can hire somebody else to create them for you.
It may cost you money and time to create these content pieces, but you can use them for your marketing purpose for a very long time.
4. Using Long-tail Keywords
Content marketing requires strong writing skills and the willingness to express yourself. But if people can’t find you over Google, then you’re just wasting your time and energy.
And because of that, SEO is crucial for content that converts business.
When done correctly, SEO can get your business page on top of Google search results allowing you to attain omnipresence easily.
However, to do so, you need to know how to leverage long-tail keywords.
Long-tail keywords are similar to your standard keywords, but they're longer and usually phrases.
A simple keyword such as "content marketing," can have a long-tail keyword phrase like "the future of content marketing."
Long-tail keywords can be a great jump-off point for blog ideas. While long-tail keywords aren't won’t get you the same traffic numbers as shorter, more competitive keywords. However, they can bring in as much as 70% of search traffic.
What this means is that your business can start ranking for phrases relevant to your business.
For example, a law firm can produce articles on "understanding UK property law and ownership for townhouses" to drive organic traffic towards your website.
Long-tail keywords can allow you to get as specific as you want. This means instead of speaking towards a large audience, you're pinpointing at a distinctive group of people.
This creates a unique opportunity to build something highly unique and special for your audience and build different buyers persona. For more help on researching long-tail keywords, read my guide here.
5. Going Directly to Your Target Audience
If you want to get in front of your audience, you don’t need to stand idly by as you wait for them to look you up on Google.
Using social media platforms is one of the best ways to get in front of your audience.
The recent explosion in social media popularity has made it one of the major players in the digital marketing world.
With social media, you can tap into an enormous and diverse audience.
To become omnipresent on social media, your business should ideally have accounts on Facebook, Twitter, Google+, LinkedIn and Instagram, depending on where your target audience can be found.
You might also want to be on other less conventional platforms, such as Reddit, Quora, and even Medium.
By being present socially, you can post links to new content on your social media channels, while also allowing current customers to become ‘followers.’
Part of the omnipresence marketing formula involves immersing customers in a group community, so they become loyal ambassadors your business.
Once your clients become part of your social media following, they can quickly promote your brand and your content through their own social media circles.
Because of social media’s presence in most consumers’ lives, there is enormous advertising potential as well.
Facebook lets you run ads in users’ news feeds, precisely targeting audiences based on factors like age, education, and gender.
The same goes for other platforms like Twitter and LinkedIn. Nowadays, most major platforms have their own proprietary advertising systems, that can help you expand the reach across a variety of audiences.
There's a lot to juggle to get your content to an omnipresent level, but that's to be expected.
After all, the word omnipresent literally means 'the physical quality of being everywhere.'
Getting your content everywhere requires time and effort, Even the largest organizations on the planet like Coca-Cola or McDonald’s have taken decades to grow their presence globally.
That’s why the idea of achieving omnipresence should be seen as a conceptual goal, rather than a plan for businesses to work towards.
Even though the content marketing is changing, but not in the fundamental strategies or in its best practices.
But it is transforming how businesses are thinking about the online landscape. Marketers need to understand where their audiences are spending the most time at so that they can be seen and heard.
Without a doubt, the best way to let your target audience is finding your business online is to build up a library of omnipresent content.
Create content that is quickly consumed, understand and shared. This can be articles, charts, videos or even podcasts.
Just be prepared for the repetition and marketing diversity, because omnipresence is about achieving long-term success through consistent effort.
If you need help building your own omnipresent content, feel free to contact me, and I will be more than glad to help you out.
About Murray Dare
A digital marketing consultant and entrepreneur,
Murray runs his marketing agency Murraydare.co.uk and several online startups.
Murray has helped startups and businesses achieve online success through a considered approach to marketing.