To begin with, you must first know what is content marketing and how it can escalate your brand name. Content marketing is the type of marketing procedure that involves the creation and sharing of online and offline creative materials. This procedure does not help directly in brand promotion but intends to stimulate interests in its products or services. It’s subtle yet impactful tactic is a roundabout way to leave an impression on customers and help them develop brand awareness.
How Can We Make Content Marketing Successful:
- Understanding Our Target Audience
Before we begin our research on content strategy, we need to understand our target audience and their requirements clearly. The three questions that need to be addressed firstly are :
– Our immediate customers
– Our potential customers
-Who would find our content valuable?
The solution lies in creating valuable buyer personas for our brand.
- Associating Our Content with the Sales Cycle
Being a marketer, we have to ensure our content meets our prospects at each of the three stages of the sales cycle.
The three stages are:
- Ensuring Content Diversity
There is an absolute necessity for turning our content into a diverse machine that churns out variable content for different prospects. Content consumption is diverse preference and it can be in the form of blogs, ebooks, videos, case study, infographics etc. Audience reach can be broadened and traffic increased with contents based paid campaigns.
- Creating the Content
After getting acquainted with our target customers and knowing which content type is most suitable, we have to create different types of content accordingly. If we have to make our content marketing skills stand out and increase traffic the average content length needs to be 2000. A survey by SerpIQ remonstrates this. Longer content will create greater inbound links which are great for SEO.
- Creating Content for Real-Time Marketing
These are a few things to keep in mind while creating content for real-time marketing:
– Ask ‘why’ when creating audience engagement strategy
– Using the natural language for audience
– Engage with audience in smaller forums
– Getting a know-how of social footprints affecting search audience
– Having a clear knowledge of keywords and SEO tactics
– Listen to your audience
– Gain audience loyalty through spam protection, good content and neat SEO tactics.
- Repurposing Our Content
Making adaptation and repurposing content is essential to reach across a diverse range of audience. The reason is some audience will be responsive to content with visuals, the others require in-depth info on a topic. So, an adaptation of content and delivering them in a new format is the key.
- Content for Crisis Management
If a company releases an objectionable advertisement or suffers from a disaster in public relations, then crisis management becomes the need of the hour. Following the motto ‘be wise, contentwise’ is an effective way to recover. The key lies in connecting effectively with social channels and revving up content to seek an apology. This helps in connecting with more audiences on humanitarian grounds and gain effective control to tide the crisis.
- Content Promotion
Content promotion needs to be escalated as soon it is published. The content promotion also depends on the nature of the campaign like whether it’s a blog or a white paper campaign.
Three basic campaigns to promote the content are:
Google Adwords campaign-: If people search for keywords relevant to our content, they would get to see our content.
Campaigns on Social Media-: Posts on social media can help in controlling targeted traffic towards optimised pages. Secondly, great content strategy in search engine optimisation can help us climb higher in search engine ranking.
Email-Marketing Campaigns-: Properly strategised email-marketing campaign can encourage existent customers to engage more with our brand.
Nicely crafted content can increase traffic to our social media sites, augment our performance on search result pages and gives the audience the opportunity to share the content with others. If properly strategised, content marketing can transform our business and make websites a portal for traffic and lead generation.“Business has only two functions- marketing and innovation” -Milan Kundera