People are sick of advertising. Everyone skips through adverts, everyone ignores advertorial and adverts in print. Adblock is one of the most downloaded add-ons in the history of the internet. So how can your brand manage to cut through the noise and reach your target audience?
Content marketing is the answer.
Content marketing, according to the Content Marketing Institute (who really should know what they’re talking about) is defined as:
‘…the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.’
But it’s not just as easy as deciding that is what you need to do and then going out and doing it immediately. A successful content marketing strategy needs to be well planned, thought through and carried out in just the right way if you want to get good engagement from your posts.
1 – Set Goals
Any plan has to have aims. You can’t get anywhere without knowing where you want to be at the end of the journey. With specific goals, you can quantify your results and justify the time you are spending.
These goals can be growing your audience week on week, getting new emails for your database or increasing likes on Facebook. If you know what you want, you’re much more likely to be successful.
2 – Set Your Baseline
You also need to know where you are starting from when planning your content marketing strategy. Use Google Analytics to get to grips with what your website traffic is. Check out your competitors, see what sort of things they’re doing. This can help you to firm up your aims.
3 – Define your Audience
You can help yourself with your content by defining who it is that you are making it for. Create personas that meet the ones that your customers fall into, and work out what it is that they want from your company.
4 – Keyword Research
You need to identify what it is that people are looking for when they are looking for your products and make sure that you create content that meets with these terms.
5 – Content Variety
There’s lots of options out there when it comes to what you can create, not just blog posts, but webinars, social media competition, infographics and videos. The type of content you produce needs to sit with the personas you have created and the goals you want to achieve.
6 – A Content Calendar
A structured calendar can help to hone your plan and ensue that you are creating content in a timely and effective fashion. You may want to pick a theme or topic to focus on at a specific time, or you could target your content based on key dates in your industry.
By working out a strategy, your content can start to work harder to bring you new customers.