Traditional marketing tactics aren’t as effective as they once were. Potential customers don’t respond well to the “hard sell” approach. Instead, they want objective information about the product or service they’re interested in. This is where content marketing and SEO can be a powerful tool.
Content marketing is the best way to provide useful, engaging information to your potential customers. The right content will help people view your brand as a trustworthy authority. But what is the “right” type of content?
Determining the right type of content requires a content marketing strategy. Let’s take a closer look at what that is and how it’s used:
Content Marketing Strategy Defined
Before you create content, you need to know a few things about who is going to view that content and what they want from it. A content marketing strategy helps you identify:
- WHO is viewing your content
- WHAT information they’re seeking
- WHY they’re seeking that information
- HOW your content can help drive sales
A content marketing strategy is an overall guideline you’ll follow when creating all of your content. This strategy helps you identify important details about your customers, and how you can best provide solutions for their needs. Your strategy helps you develop content and then accurately measure the results.
A content marketing strategy has 6 elements:
Your content should serve your viewers by proving accurate, useful information. At the same time, you’re not providing content as a public service. Content should be designed to accomplish a measurable objective.
Some common examples include a specific percentage of increased web traffic, an increase in newsletter sign-ups and any other goal which can be tracked with exact numbers.
- Audience Awareness
You have to know your audience before you can effectively communicate with them. What are the general demographics of your customer base? Why are they drawn to your product or service? What problems in their life are they seeking solutions to?
To identify your target audience, you’ll need to do keyword research. You’ll also need to review your site’s analytics. Social media is another effective tool. Research who follows you on Facebook, Twitter, etc.
Your brand shouldn’t be at the forefront of your content. People will be initially drawn to the information you provide. At the same time, you do want your content to convey your brand identity.
Identify what key message you want to convey about your brand, and insert that idea into your content. Key brand messages often include the story behind the creation of the company as well as the factors which make the company stand out from the competition.
- Multi-Channel Content
You never know exactly how a potential customer will find you. So you want to reach potential customers on whatever platform they’re already on. This means creating content for all major social media platforms. You’ll also want to control your message on review sites, news posts, digital ads and wherever your brand is discussed.
- Multiple Types of Content
Not all content needs to be brief blog posts! Your content should be defined by what your users want. They might respond to infographics, videos, podcasts or something else entirely. First, identify the type of action you want your user to take. Then try different types of content and see which creates the most conversions.
- Track Your Results
Remember those goals you set early on? Don’t forget to check your progress. Developing an effective content strategy is often a matter of trial and error. You can find the most effective strategies quicker when you have real numbers to base your decisions on.
There are a variety of different ways you can measure the impact of your content. Increased purchases are the most obvious method, but you might also want to measure user engagement on social media, the number of newsletter sign-ups or other actions users take at some point within the conversion funnel.
Develop an Effective Content Management Strategy Today
Content is one of your most useful tools. You want to maximize the power of your content by developing a Content Management Strategy. These guidelines will keep your content consistent, engaging and always on-point.