The term “Content Marketing” is bandied about these days as if it is a revolutionary new marketing practice. The truth is it isn’t – it’s just a new term for what good marketers have always done – create great content which attracts and engages potential customers (if it’s done right)
Basically, content marketing is about creating interesting, informative content for your target audience that builds loyalty, increases brand awareness, and converts prospects into customers. In other words, it’s communicating with current and potential customers, but without the hard sell.
What is new about content marketing is that we, as marketers, have an ever growing variety of marketing channels and formats, from blogs, case studies, and videos to newsletters, podcasts, and articles through which we can distribute content. With the explosion of new marketing channels and formats that means that having a content marketing plan is hugely important if your business is to maximise the return on it’s marketing investment.
So, here are a few basics on content marketing that will help you create great content that brings in traffic, leads, and, ultimately, sales.
- Have a plan
You can’t just create content whenever you feel like it (well, you can, but you shouldn’t). Develop a content marketing plan so that you’ll know what to develop, when you’re going to develop it, how you’ll distribute it, and who’s responsible for it. Stamford Brand Marketing has lots of info on developing a content strategy that will help you put your own plan together or we can help you with it.
- Focus on your audience
When it comes to content, it’s all about your audience. What kinds of information do they need and what? What are their pain points? What problems do they need solutions for? What distribution channels are best for reaching them? What formats do they prefer?
By answering these questions you’ll ensure that your content marketing efforts not only reach your target audience, but also draw them in and make them want to do business with you.
- Focus on quality, not quantity
A lot of marketers believe “more is better” when it comes to creating content, but in reality “better is better.” Make sure the content you develop provides valuable information in an appealing way. You don’t want to create a bunch of content just for the sake of getting your name out there – develop high-quality content that your customers and prospects can actually get some use out of.
- Make content sharable
Having content that goes viral and is widely shared on social media is a goal many marketers have. To that end, you’ve got to create content that’s up-to-date, easily digestible, and focuses on certain types of formats (e.g. video, infographics, social).
Make sharing your content even easier by embossing social sharing buttons on your blog, syndicating your content, and posting it on Facebook, Twitter, LinkedIn, and other social networks where your target audience hangs out.
- Track your results
If you can’t measure, you can’t manage it! It’s important to monitor your content marketing results – otherwise you’ll just end up spinning your wheels with nothing to show for it. Use analytics tools to track the number of visits, referrals, and links to your content, and keep tabs on the number of likes, retweets, and comments it receives on your social networks. This will help you determine which content is getting the best response from your audience, enabling you to better focus your content marketing efforts.
These tips should help you get your content marketing on track so that your business can reap the benefits.
If you need support with developing a content marketing strategy or with any of your other marketing issues then call us on 07930 416815 or Contact Us here.