Regardless of your target audience, a unique content marketing strategy is a prerequisite for maintaining interest and developing promising relationships. According to IDC Research, all created and shared content will reach eight zettabytes (eight trillion gigabytes) by the end of 2018. In order for your marketing materials to break through this ever-expanding flow of information, you need to make a plan for your content to stand out from the crowd, regardless of the number of resources available to you.
Identify goals for your content marketing strategy
These goals should be aligned with your business, product or brand. The most common goals are: encouraging customer loyalty, expanding coverage, attracting new leads, improving sales, providing reliable support after a purchase.
Know the audience of your content
Content won’t function correctly if it attracts the attention of non-targeted users. View your content from the point of view of customers and other people involved in the buying process. Why would they need this information? What incentives does the content give? Create a complete portrait of your client’s personality and social behavior by using social media. It is necessary to do this for each segment of your targeted market.
Imbed your brand into your content marketing strategy
Use the colors of your brand. Think about whether your branded colors are suitable for perception. How are they presented on the Internet?
Choose an easy-to-read font. The printing house is an integral part of your brand.
Associated sounds or audio. This may include a sound logo or special sound effects. For example, when you’re inside any BMW dealership, you will hear the same melody.
Add visual prompts. This can be your logo or a mascot accompanying your content.
Identify the information that your audience is looking for
When developing a content marketing strategy for your company, remember that the content itself is not about you. It’s about your target audience and the information they are looking for.
Providing information about the product. Tell subscribers about the capabilities of your product in detail.
Answer questions about prospects, relationships with clients and user reviews. This can easily be done by collecting information from your technical support and sales staff.
Create educational content related to your product or service. Show customers how to use your product in the context of other products.
Tell us about your company. Share with users and subscribers information about your company. For example, people will be interested to hear that they are using a shaving device whose history is more than 100 years old.
Tell the story of your company. Find stories about your past, your founders, your business or your location.
Show the values of your products. This is important to convince buyers to choose your product.
Imagine your company through people. Collect the stories of employees, customers and use them in texts, images and videos.
Use different content formats
Your audience fluctuates in terms of how they consume information. This leads to the use of different content formats.
- Use text. This is the most common content format.
- Add attention-grabbing pictures. Photos of products, employees and customers. Infographics, presentations, etc.
- Put your products in a video. Think about taking a 360 ° review, Influencer or an expert video review or tutorial.
- Use audio. This can sell your product as effectively as a real person.
Cover your company’s stages of growth. Integrate your content with all the major events in the life of the company (product presentations, conferences, research, awards and successes). Set duplicate content features – a regular column – let’s say, write a monthly or weekly digest. Get a reusable content plan. Create multiple content units with feeds to different events. Encourage collaboration in creating content. Encourage your employees, customers, experts and influencers to get involved in creating your content.
Make your content attractive to potential readers
Useful content is necessary, but not sufficient enough to transform users into prospective customers.
- Eliminate bad grammar and bad spelling. Failing to do so can greatly shake your credibility.
- Use headers that attract attention. Understand that only one in five users will read further than the title of your article.
- Add magnets for attention. Include memorable images that attract people.
- Use constructive elements to guide readers in the content. Accentuate the main thoughts to help make your content more accessible.
Distribute your content via communication channels
Usual channels include your website, emails and a blog. Contact third-party media. Consider guest posts and articles in magazines and on other resources. In addition, attendance at conferences will also give your content “an edge”. Use different social media platforms for promotion and social exchange.
Measuring the results of content marketing
You must track the distribution and feedback of content in order to understand how much in revenue each effort is bringing to your business.
- Include a call to action. Use it with tags to track customer transitions to your main site and services.
- Track relevant indicators. These metrics should be based on your marketing content goals.
You need to plan a content marketing strategy that is integrated with business objectives to make sure that it yields results.
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