One of the reasons companies do not achieve their content marketing goals is that they do not have a good strategy from the start.
A good content marketing strategy is one that is customer focused, connected, planned, goal-oriented and strategic. Don’t worry; we’ll break down the steps for you.
Customer Focused: You have to make your marketing about your customers. What you share, post, or teach has to resonate with your audience and provide them with value. It also means that you send strategic messages targeting your specific market–isolating these people from the general consumer base. You have to segregate your lists and send targeted messages that will appeal to them in your general posts.
Connected: This means that content marketing should not be separate from your overall marketing campaign, but should be integral to every aspect of it.
Planned, goal-oriented and strategic: Planning is somewhat self-explanatory, but in this case, the plan should be tailored towards achieving specific, measurable goals. Strategic means the message or content should not just be sent, but, for example, sent at the right time in other to maximize its effectiveness. It also means that it has to be sent to the right audience.
A generic message to a broad audience won’t do as well as a targeted message to a specific audience. What makes content marketing strategic is multifaceted, and some will be discussed brieflyin this article.
Below are a few steps that will help you develop a good strategy.
Why Are You Doing Content Marketing?
To be effective, you must understand exactly what you are trying to achieve. You need to have clear reasons and what you intend to accomplish, and only through this understanding will you know exactly how to proceed.
You need to find data and numbers that support why you think content marketing will accomplish your goals.
Having goals and purpose is the first and most vital step. If you start on the wrong foot, don’t be surprised if two years from now you are shouting at anyone who cares to listen that content marketing doesn’t work.
Understand Your Customer
Why will your customer want to read or watch your content? What is likely to inspire them towards your desired action? What are their concerns and needs? What information do they seek? What will prevent them from taking action? Who are your target audience? Where do they live online (forums, blogs, Twitter, Facebook, Instagram)?
Spending the time to learn your customers’ behavior will give you insight on how they move from noticing your content for the first time, to engaging with the content, and then to acting in the way you want them to act. If you can’t create content your audience will find engaging, you can outsource it to a company like Daily Posts, experts in the provision of all kinds of content, including Press Release Writing.
No, you don’t need to be a sales psychologist. All you have to do is ask your customers. You can just call and thank them for their purchase and ask if they have a minute to spare. Explain to them that you’re trying to understand why they chose you and what concerns they had prior to choosing you or concerns they have now. Often times, such a call can make a customer even more loyal.
You will be surprised how much you will learn just by speaking to a few customers and using the data you already have about your customers.
What You Have and Don’t
You are probably already sitting on a gold mine of content already. And you probably have a lot more data about your customers than you think.
The content just may not be in a language that your average customer or potential customers will understand. Othertimes, they are in the head of your various subject experts, from the customer service manager to the production manager.
Very few companies start from ground zero. In fact, you were probably already doing lots of content marketing before the term became popular. All marketing involves content anyway.
All you need to do is organize and write those messages, product templates, product launch internal memos, etc, into something your customers will find useful.
Your customer service people will probably know a lot about your average customer already;their needs and concerns, you just need to organize it. From there you can then know what you don’t have and need to get.
You simply don’t have to spend more money than you need to achieve your goals.