Content Marketing Strategies – What to Say and Do!
“Content marketing is a way of promoting your products or services to your target audience, by creating relevant and valuable content that attracts and engages them, and possibly encourages profitable customer action” (WebNetHosting, Visual.Ly). Website and social media content placement is essential to ensure you strike ‘engagement’ gold with your audience. You need to leverage both to maximise return on investment and build a following and active community around your business.
What is the goal of your Content Marketing
Understanding your business objectives and how each targeted channel works is absolutely key to achieving your goal whether it is to:
- Attract more web traffic
- Increase engagement levels with social media campaigns
- Increase conversion rates by lead generation and customer acquisition
- Increase brand awareness
Content is the key to getting people talking about your main marketing messages and attracting them to your site. You can share your stories and information about your business and build a dialogue with your audience. Make your activities interactive – show your visitors’ feedback and comments and allow others to join in. Have a plan before you begin as social media channels (e.g. Facebook, Twitter) are content hungry.
Uploading content is not sufficient in today’s digital world. The old catchphrase ‘if you build it they will come’ is no longer valid. Content needs to be relevant to a reader’s interests, presented to them in a personal manner, and capable of viral activity to achieve likes, comments, and shares. Think of social media sharing as an electronic word of mouth. Content Marketing strategies help people, already engaged in your market, to find your business online using a combination of SEO, social media and good content. Choose social networks that work for you and your customers.
Developing content is an integral business process but it is not all about new content every time: You can use appropriate published material by giving credit and linking to the source. Remember, once you ‘go live’ it is important to maintain and monitor customer engagement by posting regular content in context.
Content must be relevant, detailed and deliver information to support the objective.
Context means having the right information personalised for the right segment using the right media.
Turning Strangers to Advocates
Fail to Prepare and Prepare to Fail!
√Before you begin, listen to your audience and analyse your competition
√ Develop a content road map
√ Use a mix of media
√ Understand the power of blogging
√ Think about the importance of keywords when planning and sharing content
√ Create a process to develop content for your chosen social media channels
√ Create a publishing schedule for content.
√ Build time into your working day and week – set reminders on your phone and use Content Management scheduling systems.
√ Take an integrated approach to your visibility online – always include buttons to like, share, and comment to close your communication circle.
Understanding the demographics of your audience will help set the tone and style of your content.
- Your content must be useful to the reader
- It must include a ‘Call to Action’ – telling your reader what to do next.
- Optimise your content by using keywords
- Keep your content interesting – use a blend of media just as you do in traditional marketing.
- Build a list of things you can write about on your Website or Blog which will resonate with your target audience
- Create a monthly publishing timeline focusing on frequency and topics to keep you on target.
- Publish your content on platforms that you have created
Promote your content
Once published, it is important to promote your content. This places your business brand amongst your intended audience.
- Re-use content in different ways targeting it slightly differently depending on the channel
- Use social media marketing platforms to distribute your content
- Build internal links to create authority
- Manage comments and feedback
- Encourage people to hit a button – like, share or re-tweet!
If people love what they read, see, or hear they can share the content on their networks; helping a wide audience to get to know about you, like you, trust you, share your messages and ultimately do business with you.
You need to understand if your content marketing campaign is successful. Track the metrics and measure targets frequently and adapt your strategy to ensure you extract full benefits.
- Review the reactions and outcomes to published materials and understand how your message was received by your audience
- Use social media analytics tools
- Use Google Analytics
- Monitor performance with marketing KPIs (key performance indicators) identified in your plan.
In summary, you are what you share – does it do you justice?
Onward and upward – SashaT♣
If you like this Blog, please see previous articles
- Carvill M. and Taylor D. (2013) The Business of Being Social: A Practical Guide to Harnessing the Power of Facebook, Twitter, LinkedIn and YouTube for all businesses. Crimson, England.
- Chaffey, Ellis-Chadwick F., Mayer R. and Johnston K (2009) Internet Marketing – Strategy, Implementation and Practice. 4th Edition: Pearson Education, England
- Chaffey D. and Smith P.R. (2009) eMarketing eXcellence – Planning and Optimising your Digital Marketing 3rd Edition Elsevier:England