The best marketers always keep their knowledge updated and try unique strategies to establish their position in the market. Along with technology, the way any product or service is marketed is evolving rapidly.
Be it online or offline, content is the base for any organization’s success. Content Marketing is not only limited to creating and distributing content but also requires you to follow a strategic approach. A well-planned process will help you generate leads, improve branding and fulfill all your business marketing goals.
As a marketer, you need to have a content marketing calendar in place. But do you have a strategy to best utilise those efforts? Aligning your business goals with a powerful content marketing strategy is the key.
Content Marketing is basically the execution of your strategy.
Let’s quickly dive deep into How your content marketing strategy should be like?
1) Define your Business goals
The base is always to know what the aim of your business is and then align it with your content marketing plan. This will in turn help generate more leads and conversions via different content formats.
Your goal could range from building awareness about your brand or enhancing engagement for your brand. Depending upon your social media goals and objectives, you can decide which formats and which platforms to focus on.
What can be different content formats?
- Photos and Videos
- Newsletters etc.
Let’s say you own a brand new clothing store. Instead of resorting to focus on a professional platform like Linkedin, you should be focusing on other platforms like Instagram, Facebook or Snapchat. More relatable and valuable content will help you build a relationship with your target audience which in turn will help you reap profits.
2) Identify Buyer Persona
A buyer persona is a representation of your ideal customer. If your brand sells tasty burgers, marketing them to an audience that regularly works out and follows a strict diet schedule might not crack the deal for you. Find out what will benefit your audience.
For example, educative Content about RO and UV for a buyer who is looking to purchase a water purifier will strike a bell. This content can be in the form of a short video or a Poster or a pdf giving specific information about a purifier.
If you are selling a UX DESIGN to an SME, your buyer persona can be a CTO of the company having a technical background.
Identify the likes, preferences, demands and needs of your customers. Create and deliver your content to match up to the expectations of your target audience.
Tip – Hop in and linger around places where your audience already exist.
3) Strategize ongoing Content Development
What do you do to have a check on your business? Run an audit, right?
Similarly, to create the right content marketing strategy, you need to try marketing content on different platforms. You also need to try experimenting with different kinds of content on each platform. This will give you insights about what is working for your brand and what isn’t.
Take up SWOT analysis. This can provide you with better insights on what part of your marketing strategy is doing well, on which platform and also which part of your content marketing strategy requires improvements.
Do not forget to track your competitor’s strategy as this will educate you as to what is working and what’s not working for your brand in the market. Keeping yourself updated with the latest Social media trends will also help you strategize your content effectively.
4) Develop A Video Marketing Strategy
Why is Video Marketing so important?
People watch 5 million videos every day on YouTube.
The audience spends around 100 million hours on Facebook Videos.
This is only a glimpse of two social media platforms. Take a second and think of the rest!
It is proven that Video marketing keeps its viewers engaged for a longer time on the platform. This can improve lead generation. Check out some easy and ongoing video content ideas to get started. Why waste time? Create some amazing content for your videos with the help of apps and tools and start marketing it.
Remember – The first 5-10 seconds is all you have to to save your visitor!
Make it Viral!
5) Add Relevant Calls-To-Action (CTA)
So, you’ve created some awe-inspiring content and are ready to publish. Great! But you know what? People on the Internet have a very short attention span. Unless you have a very good content piece, there will be no reason for them to take action.
Looks simple, but this is one of the most powerful ways to convert your leads into sales. Make sure to include CTAs in your most popular blogs or your Landing page. Creating a good looking and eye-catchy CTA is not a big task today as you can do so with the help of some amazing tools available online.
If you want to market your Digital Marketing classes amongst students, using “Message Us” as your Call To action might take students ages to communicate. But if you invite them for a “Free Webinar” as a CTA, Boom! You already have 50 leads!
6) Publish, Promote & Monitor
Publishing and promoting your content on the relevant platform will help you save time and give your brand an edge over competitors. Choosing the right Content Marketing tools is equally important for planning, producing, publishing and measuring, all at one place.
Several tools available online can help you power up your social media strategy. Measuring the success of your content is very crucial for all the time, money and other resources invested in your marketing efforts.
It is important to identify and track KPI’s ( Key Performance Indicators). This can further help you measure the performance of your content and direct you as to what should be done next. Employ a social media analytics tool for your brand and get started with measuring all the important metrics.
To sum up, Content Marketing is an integral part of B2B as well as B2C strategies. To stay on the top of your game, here’s a quick snapshot of what all you need to work on-
- Clearly identify your business goals
- Know who your target audience is
- Strategize and enhance your content marketing strategy
- Use calls to action smartly
- Measure your content performance to stay on top of your game