Marketing your business in the attention of today’s economy requires a different kind of thinking than in the recent past. Today, content has become paramount; and consumers are looking for, personalized engagement experiences that attract. You must be more strategic than ever if you want to capture their attention.
Content marketing has been around since long before the digital age. Joe Pulizzi of the Content Marketing Institute said, “content marketing is the practice of creating relevant content and compelling in a consistent manner to a targeted buyer, focusing on all stages of the buying process, the brand awareness through the evangelization brand. ” Marketers everywhere are focused on creating high value content that connects with their audience in new and interesting ways.
It is about connecting with your customers.
Many companies are coming up with tactics to market their content, but few have taken the time to develop and document a content marketing strategy. According to a recent survey by the Content Marketing Institute, only 32 percent of B2B marketers have documented a content marketing strategy. Ouch. There is not much better with B2C brands -. Only 37 percent have a documented strategy for improving the efficiency of content
All your content marketing efforts are about connecting with your customers. But developing a content strategy takes some thought and planning. Coming up with a strategy is to take a step back; defining your objectives, public and objectives; and ensure the rest of your content team is on the same page.
Defining elements of your content marketing strategy.
The strategies are the big-picture, ambitious, fundamental plans that will guide your business. You can not create good content without a great strategy. Here are some ideas to help you get started with building your strategy.
1. Identify your business goals.
Understanding why you first create the content and align with your business objectives. Are you trying to build a loyal customer base? Or, you try to change the way your customers think of your brand both before and after a purchase? Clarify your goals is important, and these objectives should be reflected in your content. Every piece of content must tell part of the story of your business and its goals. Be clear about what you are trying to convey and understand why you are content.
2. Make your customers feel something.
Your content should give your customers something to worry about, something they are forced to share. Who has the problem you are trying to solve? carefully considering your audience (s) target is key. What gives them the pain today? What excites them? These are areas to study early to ensure the creation of a style and personality to your content that your customers will love.
3. Know where your client is.
develop a content marketing strategy requires that you understand your client, and you can not do it without mapping the customer journey. Gather all departments and map all the senses of your customers to connect with your business – through every touch point and channel. Determine what your customers needs are and see if you meet them. Find the choke points and places where your customers are having negative experiences.
4. Use Analytics to understand if your content is resonating.
To determine whether your content strategy works, you will need the data difficult to understand what the content was consumed, when and by whom. Make sure you select the appropriate measures that align with your business objectives. Remember the old saying. “What followed is performed” Make sure your teams have agreed to these key performance indicators (KPI) and will be able to respond to enhance the overall experience
5. Develop a reuse plan and connect your content.
Do you have a process in place to take the master and repurposing of content for your channel practitioners which will integrate into your marketing emails and construction of some of the in blog posts and other social media content? Having a solid plan and workflow for content reuse will ensure that your respective channel teams will stay on the mark, on the subject, and keep the fun fresh content to a minimum.
Create a list of tactics and change them regularly.
Now create a list of tactics you want to try implementing your strategy. There are too many tactics to list them all here, but they include things like test content on new channels, guest-posting on credible blog sites, creating content “snackable” larger pieces, or creating other formats such as how-to videos, promotions, and more.
While your tactics can give you some interesting results, attract more people to your website, or increase sales, this is not the end of history. What worked today might be quite ineffective tomorrow. Your tactics must be dynamic, adjusting according to the survey, data and the feedback you receive from your customers.
Your content strategy should reflect the core values of your organization and long-term goals. While the tactics come and go, a rock solid content marketing strategy can be your base for building a deeper relationship with your target audience and improving business results.