Content marketing is changing how consumers make buying decisions, how brands tell their stories and the way marketers execute marketing plans. If you haven’t dabbled in this form of marketing yet, it’s HIGH time. With a smart contenting marketing strategy, creating and distributing valuable content to attract your target audience will be effortless and more efficient.
When it comes to content marketing, it’s all in the approach. The "content” includes many pieces you’re probably already producing – product videos, client stories, blog posts, infographics and more. And now, with the cheap accessibility of social media and analytic tools, sharing your story with the relevant audience is easier than ever before.
A content marketing plan should include equal parts of creativity and strategy. Your content should speak to your brand and the position you want to hold in the marketplace. But it should also play up your spontaneity, personality and "fun” side of your company. To help you get started on your content marketing journey, we pulled together some tips.
This might be obvious, but if it wasn’t at the top of our list, it wouldn’t be here. Like all things in marketing, your content marketing program can only be as good as the strategy that is behind it. In order to have a tangible impact on your business, your program MUST have specific goals and objectives. Need to generate more leads? Develop a content marketing program that pushes people to sign up for email newsletters before receiving the article they’re looking for. Want to attract more visitors to your website? Highlight content that will lead them to want to click through to learn more about your company and/or product. A solid strategic foundation is an absolute must with these types of programs.
Also, build a team that understands your brand from top to bottom. Writers, creatives and the list checkers all contribute unique qualities to a team and will produce a well-rounded result.
Like all good things, content marketing is not a sprint, it’s a marathon. It will not be an overnight success, but instead builds up momentum over time. In other words: be patient.
In order to stay focused and dedicated in the beginning, continuously remind yourself that each blog post and product video is an investment in your marketing "assets" and in the business. Although it might take six to nine months to pick up the pace, the long-term success of your marketing program will be extremely rewarding.
Which is better, writing a ton of basic articles or a few amazing articles? The bottom line is every piece of content should provide the reader value, leave them with the need to share it AND fulfill one of your key marketing goals. Consistently and frequently posting is important, but there needs to be a balance. This will vary depending on your brand, resources and audience, but use your content to prove to consumers that you are the best in the industry.
Written copy makes up a large part of content marketing, but it’s important to keep in mind that it is only one media format. If writing is not your strong suit, think about incorporating video or audio content into your strategy.
Ultimately you want to pick the media format that works best for your team to produce and is best received by your audience. Be creative and think outside the box. Engage people by finding ways to spark their interest. Once you find the right balance, you will be able to create content easier with bigger impact on your audience.
Passion is best expressed when it’s genuine. If your team is excited about the brand and what you’re producing, that will be well perceived through the finished product. The goal is to create a culture that not only excites your marketing team, but will encourage your team to get involved in the production and promotion of content.
The bottom line: begin thinking like a journalist to produce the results of a great marketer. Dig deeper to understand what makes your audience tick and stay on top of the latest trends. There is no better time than the present!