A long time ago, marketing involved a lot of procedures. To aware people about a product, brand, or service, the marketers and the advertisers would have to place ads on various platforms like in newspapers, on televisions (in between shows), on the radio(in between songs), or buildings and billboards – in the hopes of getting into customer consideration.
The Rise and Fall of the Content Farm
Then came the internet, a breeding ground of cheap and fast content production. Businesses realized they could attract new customers by answering their questions. Rather than creating expensive printed materials or interrupting their media. And that’s when they commissioned content farms to produce cheap, low-quality content in mass.
Many businesses used shady SEO practices to “hack” the system so their inefficient content would rise on the search results page.
Fortunately, Google recognized this malpractice, and so Google started rewarding high-quality content and penalizing the junk. Due to this, marketers face tough competition but also have an opportunity as well. The challenge has been encountered in that the Consumers now have access to more information than ever. In contrast, the option is that they choose the media they are interested in while ignoring the non-preferred one.
The solution to this situation is nothing else but CONTENT MARKETING.
What Is Content Marketing?
It is nothing but the actual media that the consumer is willing to consume. It’s primary purpose is to serve itself as a complete T.V show rather than being just an interruption to it.
Content Marketing isn’t just limited to a single form of media. Instead, it extends across many formats and channels while being more explored and invented every day.
Content marketing in the form of
- Loose-leaf printed materials
- Movies, TV shows, or YouTube episodes
- Video games
- Facebook, Instagram, or LinkedIn posts
- Quiz or other interactive contents
How do you write a content marketing strategy?
Like any other digital marketing strategy, your content marketing strategy should also satisfy the objective of broadening your business goals. While launching a new product or expanding into a new target market, or focusing on client retention and increasing customer lifetime value. Remember first to define your business goal and lay the framework for your content marketing strategy.
After this, the next step is to consider all the topics related to your business line. Which you are willing to be known for and then connect those with your business’s priority goals. For example:- a plant nursery aiming at increasing its brand awareness, the broader topics which have to be focused on will be including “landscaping,” “vegetable gardening,” “annuals,” and “perennials.”
Up next is that you will have to spend a good amount of effort identifying and knowing your target audience. This step has to occur even before discussing the essential aspects and practical details of the content you create. Remember- content marketing isn’t about you but definitely about the people consuming your content. If your content doesn’t seem entertaining, informative, or educational to the viewers, then it’s obvious that your content marketing strategy isn’t effective at all.
Some practical steps to Create a Content Marketing Strategy to Grow Your Business are:-
- Set Your Mission and Your Goals.
- Establish Your KPIs.
- Know Your Audience.
- Assess Your Current Position.
- Figure Out the Best Content Channels.
- Decide on Content Types.
- Identify and Allocate Resources.
- Create a Content Calendar.
Getting to Know Your Target Audience
Identifying your target audience and then catering the content to them is one of the most important and the most challenging parts of successful content marketing. There are many different ways to gather information about your target audience’s interests, beliefs, and problems:
Having a word with your sales team
Big or small, whatever may be the size of your sales team, does not matter. What matters is that they are the ones who directly and regularly interact with the prospects. They will be the ones answering common questions, objections, and concerns as well. Also, they will have insights into aspects that are attracting the customer to purchase the product or service.
Get a Google Analytics account to study the data
Find out about the activities of people carried by them on your website. Learn about what people are doing on your site, which they prefer pages, and which search terms lead people to you. Also, use Google Search Console to conduct basic keyword research for free, or opt for a paid service like SEMrush or Moz to get more in-depth functionality.
Conduct primary research online
Consumer behavior on social media, review sites and forums can tell you a lot about your audience’s issues. It can also serve as an excellent tool for brainstorming content ideas.
Content Marketing Institutes surveyed, according to which only 43% of B2B (business to business) content marketers have a direct conversation with their customers. On the other hand, it has also proved that having an open discussion with a customer is among the most effective ways for getting accurate and updated information.. Thus, having a direct conversation with your consumer can be advantageous. Also, a panel or a survey, or a focus group could be created or conducted to reach out directly to the individual customers for their feedback.
Once all the data about your target audience and market has been gathered, provide your content team with customer persona documents for their reference. Your writers and designers will be thankful to you for this. These clear definitions of persona will play a significant role in your work. They will guide you to the next step in your content marketing, including deciding the types of content to produce.
What Exactly does the term CONTENT mean, and Why is it the CORE of a 360° Digital Marketing Strategy?5
The content is the information available online. Every form of data you consume online is content. Whether it’s text, picture, video, or audio, they are all referred to as content, and they are what the internet has made up of.
One needs to do a great job with content to thrive online. Anything that draws people’s attention towards you and influences them to engage with you or your brand is content. Thus, it’s essential to have good quality content as it’s the one that helps you in selling your products and services on online platforms.
About Differentiate Online™, we would also like to inform you that your content acts as your salesperson at an online platform. You will have no identity without your content. This simply means that content is your online identity as well as your presence. Without the presence of your content, we will never recognize you online.
For us, content is as essential as an engine in a car which helps us drive through the entire 360° of the Digital Marketing Strategy.
So if you are interested in promoting your business growth by marketing on a digital level, then there is no point you can skip content marketing because content marketing is the one which teaches you the way to use the content as a part of your 360° Digital Marketing Strategy.
Written Below is my favorite definition from one of the pioneers of content marketing, Copyblogger.
“Content marketing is creating and sharing valuable free content so that you can attract and convert your prospects into your customers and customers into repeated buyers. The type of content that you share is very closely related to whatever you sell. In other words, you will be educating people so that they know you, like, and trust you enough to do business with you.”
According to them, content marketing is critical to businesses in this digital age for the following reasons;
CUSTOMER BUYING DECISIONS:
People don’t want to advertise when making purchasing decisions; they want valuable information — content.
It’s content that gets spread via social networks, generating powerful word-of-mouth exposure for intelligent businesses.
SEARCH ENGINE VISIBILITY:
It’s the content that people desire and seek out online, and it’s some great content that Google wishes to rank well in the search results so those people can find your business via search engines.
Content is the best way to achieve what advertising is supposed to achieve( but cannot do as it is not effective at online platforms) — to encourage people to know, like, and trust your brand.
What is a good content strategy?
Developing a content strategy is the process of planning, creating, distributing, and measuring content in all its online forms to achieve predefined business and marketing goals. … A good content marketing strategy always requires good planning.
Putting CONTENT to Work for Your Business
Here are the 13 questions that you need to answer so that you can enable yourself for creating a high-quality content marketing strategy for your business:
- Who are your users?
- Who are your competitors?
- What do you bring to the table?
- Purpose of your content?
- What content do you already have?
- How often should you publish content?
- What do you hear?
- Who is in charge of your content?
- How will you distribute your content?
- Who will produce your content?
- Who is going to maintain the content?
- What’s your destination (core strategy)?
- Who is responsible for the results?
And if you need our help to put content marketing to work for your business, click here to get started now!
You must surely go for ENVORA. We provide you with some excellent content marketing services that would help you achieve your business goal by boosting your brand visibility across all social media platforms and making your SEO super strong.