We know that today, brands must connect with our audience on many levels, we are more sophisticated and educated buyers every day, as a result of the amount of information available that allows us to make more informed and efficient purchasing decisions. This forces us to get much closer to our target so that, through relevant content, they better understand our value proposition and feel attracted to it because they consider us an interesting, honest and transparent source of content.
The technical definition of Content Marketing is: “Digital marketing technique that consists of the creation and dissemination of content in different formats and that is increasingly used to achieve traffic, generate leads and build their own audiences. It consists of creating and distributing valuable and relevant content to organically attract a previously defined type of ideal client”
You see it? The intention of a Content Marketing strategy is not to sell a product directly, nor to generate a fictitious need. Content Marketing aims to generate trust in the audience with content that they perceive to be of great value, that speaks, for example, of trends in your industry, uses of your product or service and any related topic that allows you to support your value proposition. Brainbox, for example, does it super well! Check out the Blog on their website www.brainbox.work so you can see what I'm talking about!
In case you are encouraged to develop your own Content Marketing strategy (and I recommend that you do) here are 5 things that you should take into account when starting. Take note!
1. Why is a content marketing strategy so important today?
The fundamental premise of a content marketing strategy lies in managing to arouse the interest of an audience (called buyer personas), so that they mainly come to your website to consume content that is interesting to them, however, it is not the only reason ! A good Content Marketing strategy also allows you to:
1. Generate brand awareness
The production of content helps more people recognize your brand and learn about the products and/or services that your company offers. People tend to buy brands that are familiar and sympathetic to them. Over time, you can become an opinion leader that your customers/users refer to in order to make purchase decisions about any product/service similar to yours and, at the same time, refer others. Remember that there are many purchase decisions behind misinformation, content marketing helps you a lot to close that gap.
2. Increase engagement with your brand
While brand awareness increases the number of people who know and have a positive perception of your brand, engagement seeks to build a close and constant relationship with a select audience.
By producing quality content, you will increase people's interactions with your brand, creating real engagement. An important part of these interactions are comments, sharing your content and saving it! That's the goal!! Be useful to the audience you want to serve!
3. Boost lead generation
Ok, you already have visitors on your site. But without information about them, you won't be able to send the right content to convert them into leads or sales. That is why a good Content Marketing strategy will help you generate more leads and the best thing is, if you carry out a solid strategy, it will continue to bring long-term results, generating traffic and leads even if you do not produce content regularly. For example, through the publication of a blog on your website, you can invite your customers (current and potential) to register to continue receiving valuable information. This is how you develop your database to then move on to the E-mail marketing phase.
2 What are the most notable content marketing trends of the last five years?
Many times we think of content marketing as an innovative and novel strategy, but it is enough to analyze its history a little to realize that it is not. What is certain is that in recent years it has become a majority practice due to the emergence of the Internet and the ease that this has meant when it comes to creating and disseminating content. In recent years, these were some of the trends:
- Formats beyond the blog post
Although the blog continues to be a fundamental part of content marketing trends, the evolution of technology and audience content consumption meant that other areas should be explored. But start here! Sure in the industry in which you work there are many interesting topics to develop that support your value proposition! Don't have time to write? Today there is the figure of the Ghost Writer, they are expert people who can develop your blog professionally and efficiently. A successful blog post should be between 1800 – 2000 words. I suggest you go to fiverr.com and there you can get someone to start working with you on developing the content for your strategy.
The Podcast a couple of years ago was postulated as a fast and economical alternative when it comes to generating content, especially those oriented to technical aspects or that require an expert with tight schedules.
- Short videos that become the norm
In 2020, short videos became the megatrend. With short videos of five to 15 seconds, brands will be able to connect with their audience on a very personal level. The idea is not about creating scalable content; rather, the goal is to build relationships on a deeper level.
- Increase in live broadcasts
The live broadcast allowed a defined audience to feel special. It gives you a front row seat and generates a higher level of interaction and engagement than other traditional platforms, creating more brand advocates.
3. Why should you have a variety of content, for example blogs, newsletters, social networks, and how do they interact with each other?
To put together a winning Content Marketing strategy, not only the value and quality of the content matters, but also the formats you use to distribute it.
Consider that within your audience you have versatility: there are those who love written content, others will have little time to read and prefer audio content, and others are carried away by graphic content; they love dynamism, design, colors and practicality.
So what if you only create audio content? Or if you only focused on content for the blog? In addition to losing dynamism in your strategy, you would be losing a good percentage of your target audience.
The mistake most people make is not a problem with their content strategy, but with their channel strategy. Audiences are more diverse and divergent than ever. Posting an awesome weekly blog/podcast/video on a favorite channel is great, but in just a few seconds of extra work, a single piece can be set up for a multi-channel approach and generate bigger and better results.
4. What are the best tools to help you build a good content marketing strategy?
As you have seen, a Content Marketing strategy requires a lot of work but there are ways to ease the routine without neglecting the processes and monitoring all the important metrics. Fortunately, we have several tools that can help you measure the results of a strategy, automate processes and increase the volume of content created.
Do you want to know some? Here are some of the most popular tools:
Much more than writing and publishing texts, taking care of a blog requires some actions, that is why every professional blog needs a Content Management System (CMS) — in Spanish, a content management system.
Some options are Joomla, Drupal and WordPress, the most popular CMS in the world.
Tools for Social Media
The management of social communication channels is a job that requires tools that allow the programming of publications on various networks, the monitoring of reach, the engagement of the audience with these messages and, also, that generate results reports.
Some options in this area are: Buffer, Hootsuite, Simply Measured and Quintly.
And there are also others specific to some social networks, such as Postgrain (formerly Instamizer) for Instagram, Fanpagekarma for Facebook and Commun.it for Twitter.
Performance analysis tools
It is always necessary to monitor the performance of your strategy and there are several tools that help in this task.
An essential monitoring tool is Google Analytics, as it brings up the numbers for each traffic acquisition channel for your blog — email traffic, organic traffic, social traffic.
Tool to promote your Content Marketing strategy: Taboola, you get this super platform at Taboola.com, it is very easy to create campaigns that direct your target to your website and you have a very complete control panel that allows you to monitor the performance of your campaigns in real time and make modifications as you go!
Digital marketing gives us many tools, channels and ways to make ourselves noticed in such a competitive environment, but the one who uses them all effectively is not better, but the one who takes advantage of the most appropriate for both the company and its target audience.
Consider that to attract the ideal client organically, time is needed and as time goes by, you will find your own formula for success. Starts!
“Content builds relationships. Relationships are based on trust. Trust drives revenue”
Andrew Davis. Marketing & Customer Experience. Keynote Speaker & Author
Do you need help with this or any other issue with your business? Follow me on @grlbuzz or write me at: firstname.lastname@example.org