Creation of well-structured and effective content strategy should be a part of any digital marketing plan. Attracting new customers and retaining existing ones involve in constantly and consistently nurturing them with regular content production and dissemination. Brand communication must go far beyond communicating your products and services. Content marketing is one of the most effective methods of gaining exposure for a brand and bringing potential customers into sale funnel.
1. What is content marketing?
Content marketing is a marketing strategy focusing on attracting and retaining customers through the creation of relevant content that adds value to customers. Unlike traditional marketing, in which the focus is on direct selling, content marketing solves pain point that customers are experiencing, their goals, their interests, etc.
2. Techniques to develop a successful content strategy
There are few techniques to remember in order to develop a successful content strategy.
Define your objective
A content strategy must be aligned with organization's strategy. Regardless of industry or business model, an organization should keep in mind its goals (increased leads, brand awareness, engagement, sales, etc.) and develop a content strategy that does not stray away from those goals.
Identify your audience
To create content for a particular reader, you need to have a clear idea of their priorities, challenges, and preferences. You need to define your target audience to determine what content to develop. You can't start the process of creating content if you don't know who to target because the information will not have the desired effect.
Determine the right formats
When we talk about content, we are talking about much more than just blog articles. There are several options to explore and everything will depend on your audience, brand and product placement, what stage of the sales cycle you’re creating content for as well as your budget and resources available for content creation.
You can explore creating content in videos, infographics, e-books, podcasts, case studies and many other formats.
Determine how you’ll distribute
Will you post content on your site, email it to people, or print it for an event? Start with “where” you know your audience is likely to be, and choose formats that make sense. For example, an article makes sense to send via an email, a checklist or worksheet can be posted on social media, and a buyer’s guide is a good follow-up to a pitch. On the one hand, brands can choose to publish their content on their channels, such as their websites or blogs. On the other hand, different social networks are available, each with their own characteristics, such as LinkedIn, Facebook, Instagram, YouTube, Twitter, TikTok, etc. You are wondering which social media platform is best for your business? Click here.
Choose a sustainable schedule
It’s easy to make a content marketing plan that’s overly ambitious. Once you know the target readers and the formats, create a short-term (3-6 months) plan for a realistic number of content elements you can create, based on your budget and resources. Keep track of how long it takes you to create each piece of content, so that you can build that time into your schedule.
The phrase "content is king" has never been more valid. Brands have an obligation to focus on providing more valuable and relevant content that contributes more than just product or service characteristics. Content should generate satisfaction and be useful and high quality in order to interact with potential customers.
By: VSHR Digital Media
Source: 1. Forbes, June 2021
2. Forbes, June 2020