The widespread reach of the Internet and easy access to mobile devices, both imply the increasing control of the buyers in the research process. Likewise, more and more consumers are turning to product reviews, influencers, and other sources of information on the Internet, prior to choosing a product or service. On the other hand, traditional marketing techniques such as tv commercials and elaborate marketing product shots are no longer appealing to the buyers. Therefore, businesses need to spend more resources on content marketing than before and promote their content to the right target audience. Eventually, businesses will be able to create a positive image of their brand. To help you develop a successful content marketing strategy, here are some tips. Take a look.
Start at the End
Content marketing is an intangible marketing tool that marketers can leverage to attract buyers to their brand and products. Therefore, it is important to plan any content marketing strategy by first documenting your goals. A popular approach is to capture all the desired outcomes and map them to measure the content’s effectiveness. Similarly, the content you create need not be limited to creating fresh articles and blog posts. Content creation is a cost-intensive process, therefore, it is equally important to repurpose the content over multiple platforms and channels. In addition, you will need to constantly test and experiment to find out what works best for your business.
Understand Your Target Audience
Different industry sectors and organizations have different decision-making processes. Subsequently, no two products or services that you are promoting can have the same marketing strategies. Each product or service requires marketers to conduct extensive market research to target varied audience groups. To summarize, there is no perfect template or yardstick to follow when it comes to identifying the right target audience. What you can do, is to first create a profile or persona of the ideal buyer. Subsequently, categorize it in terms of decision makers, influencers, and even implementers.
The thoughts and feedback of those who take care of the implementation are ideal for an efficient decision-making process. Remember that relevant and insightful feedbacks are the core of any successful content strategy. Likewise, instead of focusing on making a sale at every turn, it is better to first ease your potential consumers into trusting your brand. This might seem counterintuitive to the sales managers. However, targeting the right set of potential customers with the content they desire, works best to make them trust your brand.
Execute the Strategy
The primary objective of content is to reach out and nurture the prospects before converting them. This implies that during the early stages of the relationship-building should focus on gaining mindshare and establishing reach, instead of clinching sales outright. While the key performance indicator (KPI) could still be defined in terms of the number marketing qualified leads or inquiries made, eventually, it all comes down to how well you reach out to people. That said, marketers also need to promote their content on social media platforms and keep an eye on the available metrics. Subsequently, they can use the information to tweak the next content piece, on a continual basis. Remember, it only when the right content is promoted in the right way, can resonate with the right audience.
(All photographs are courtesy of the original owners unless otherwise indicated)