Content Marketing Fundamentals
Content should be a key element of your business’s digital strategy. An increasing number of marketers are highlighting the importance of content marketing. 70% of marketers have said they are now investing heavily in content marketing.
When implemented, the correct content marketing strategy can supercharge brand awareness, increase sales and quadruple revenue. Both long-term and short-term.
Existing clients and potential leads both desire valuable content. Regardless of whether the content is videos, audio, images, blogs or infographics, they should all be designed specifically for your target audience.
Designing high end content that captivates your potential customers without confusing them is only possible with a robust and comprehensive content marketing strategy.
To understand how to create and implement an effective content strategy, it is essential to understand some key content marketing principles.
What is Content Marketing?
Content marketing is a method of marketing that involves creating and sharing information online.
A content marketing strategy involves selecting the correct content in the form of videos, audio, visuals, blogs or social media posts, to communicate to your customers at the correct stage of their buyer’s journey.
Content comes in many shapes and can be absorbed by viewers in a variety of ways.
Videos are methods of connecting with potential clients/ customers visually, whilst blogs frequently allow for more detailed investigation and research.
It is important to note that not all media types will be suitable for your company, and it is the objective of your marketing and content team to understand and identify what types of content will resonate with your target audience.
The basis of a successful content marketing strategy is to supply the correct content for your buyer personas and to reach them at a time that is suitable for them.
By doing this, you will be able to generate first class leads, nurture them more organically and also secure more sales in a more cost-effective way.
Persona Touchpoints
Initially, the first step with regards to creating a content marketing strategy is to identify persona touchpoints.
This involves researching how your ideal customer chooses to engage and how they absorb media information.
At this early stage it will be a task of trial-and-error as you begin learning the ways that your target audience prefer to engage with your business.
In time you will be able to form channels and media patterns that resonate with your personas cost effectively and effortlessly.
Types of Content Marketing
Several marketers believe that a content marketing strategy equals a blogging strategy. Although blogs can be extremely effective, there are numerous forms of content across multiple formats that allow you to grasp different and (in certain cases) new audiences. By conducting research, you will obtain a greater understanding of what types of content will produce the best results and where best to publish that content.
Below are some examples of different formats:
- Blogs
- Infographics
- Checklists
- Videos
- Audiobooks
- Podcasts
- Animation
- Quizzes / polls
- eBooks
- How to guides
- White papers
- Case studies
- User generated content
Before you to start to publish and produce content you will need to understand your objectives.
Outline your Content Marketing Objectives
Producing content can be fun. However, content marketing should not only be done for the pleasure of you or your target audiences, but to accomplish business objectives. It is important to outline what goals you wish to achieve and how you will measure ROI from your content marketing efforts.
Each and every business has different content needs for each individual element of the flywheel.
Outlining and identifying your objectives will help ensure that each section of content is aligned to give an exceptional user experience for your visitors.
Understanding Your Audience
High end content should consistently provide value to your audience.
By researching your personas and understanding their pain points, you can create content that both solves problems and sympathises with your audience.
Furthermore, this will enable you to engage with your audience, attract people to your content, and assist them through the buyer’s journey.
A pain point can be resolved with the use of a “how to guide”, videos and blogs. Additionally, it is also essential to understand the user intent and where they are in the buyer’s journey.
You should want to meet your customers at the stage and time they are at, opposed to doing the hard sale.
Always try to depict your buyer’s journey using structure such as awareness, consideration and decision by creating content that connects with each stage. By doing this successfully, you will provide the best opportunity to lead and inspire users to precede to the next stage.
Contemplate installing call to actions that align to their stage of the buyer’s journey. An example being a section of content in the decision stage could have a “why not book a consultation?” button (CTA).
Producing Creative Content
Perform competitor analysis to understand the content being created in other businesses.
By completing this, after learning about your target personas you will be able to observe if there are any gaps in the content.
If you see any gaps in the market, create original valuable content. This important content will assist in promoting your company as a thought leader within your business sector. Furthermore, it will also attract and increase visitors to the site and improve conversion rates.
Contained in any content marketing strategy, brainstorming new ideas is paramount. No matter what type of content you create, try to be original with the use of unique and fresh propositions and concepts that appeal to your personas.
Distributing Your Content
While valuable content can charm your target audience, assigning it across the correct channels, strengthens your strategy’s effectiveness.
SEO is essential in order to highlight your content to them (if your personas rely on search). On the other hand, social media is another channel that could be more effective for you (dependant on your target demographics).
The sort of content you create and the channels you use in your marketing strategy may alter. If videos are a major driver for you, then posting videos on YouTube, and sharing on social media or your website may yield the best returns.
To identify where your target audience goes to discover solutions to their problems, use the key touchpoints and customer journey.
Measuring Success
A basic content marketing component is measuring success. Viewing results of your efforts and not only the activity generated.
As marketers we are aware of the fact that a lot of what we do is based on trial and error. To establish if you are on the correct path with your content marketing strategy, it is important you monitor how your content functions.
By assessing your established marketing and business objectives you are able to determine your KPIs (key performance indicators).
Every company is different, as are their goals and objectives. As you advance to becoming a competent content creator, the following metrics are important to measure.
- Time on page
- Visits and source
- Bounce rate
- Engagement metrics
- Conversion rates
- Number of leads generated
- Next steps in buyer’s journey
- ROI (Return on Investment)
By examining these metrics, you will be able to create a roadmap for better future content, enhancing resource allocation and optimising your marketing campaigns.
Your company may opt to measure this to obtain a holistic view on a campaign idea.
As we are aware, it is important to determine ROI in order to secure additional budget and stakeholder commitment.
Needless to say, it is in our business experience to look towards long-term success. As a business owner you will need to remember that content marketing is not a race and will take time.
It may take a while to generate the number of leads or sales you desire, but with development and optimisation your results will improve.
Conclusion
Content marketing plays a virtual role in inbound marketing. It demonstrates value to your prospects and generates more organic leads and sales.
At Stefanie Grant Ltd, we create content marketing strategies that are formulated and completely tailored around your business objectives and your target market.
Our exceptional team of marketers create high-quality content that generates real results! We have the testimonials to prove it!
Contact us today to discuss your new content strategy.