In a world where social media feeds and news outlets are updated by the second, it’s never been more important for your business’s content marketing strategy to be optimised. Having a firm strategy in place will help your messaging stay ahead of the times and up-to-date with your audience’s media consumption needs.
If you’re wondering how you can successfully drive your content marketing strategy into the modern world, we’re here to help. This article will guide you through very simple yet effective ways for you to start creating content that not only engages your audience but helps drive sales too.
Without much further ado, let’s get started!
What Does a Content Marketing Strategy Mean for Your Business?
As the world is a forever changing and dynamic place, the content that we consume changes too. With social media dominating the way in which media is digested, it’s important that businesses take note of the necessary trends and preferences within their target market.
For your business to make a positive impact on your audience, you have to turn to the likes of inbound marketing. Inbound marketing is an approach centred around appealing to your audience’s needs, helping serve their lives with valuable information, and to slowly pull them into your stellar sales funnel.
This is where content marketing comes into play. By having a strategy in place, you can start honing in on the perfect balance between meaningful content and educating your audience about your business. This balance ensures that you’re pushing the selling aspect of marketing but still getting to know your audience on a more personal level.
As a result, you will soon start to see a stronger customer relationship with a more loyal following. Not only will people trust your brand, but they will know where they can make their next purchase too.
5 Tips to Kick Start Your Content Marketing Strategy:
Define Your Business Goals and Mission
Your mission statement is a great starting point for your strategy and should make up the base of how you intend to carry out your content too. This brief statement helps you stay true to what’s important to your business and what you hope to stay clear of in the content developing process.
Your goals, on the other hand, will cover what your business hopes to get in return for its marketing efforts. Typically, your goals should cover the following elements:
- Improve revenue
- Grow your customer base
- Generate more sales
- Lead more traffic to your website
As you go along your content marketing journey, you can refer back to the goals as key performance indicators and judge how well your efforts are doing. If you see that you’re straying away from these goals, that’s when you know your strategy could do with some refinements.
Assess Your Audience
One of the most important steps to any content marketing efforts is getting to know your audience. After all, without getting to know your audience, how will you know which content delights them the most and which platforms to engage with them best?
In order to do to help you asses your audience, you will have to establish 3 key areas:
This area consists of your audience’s age, gender, income, and education. For you to gather this data, you can look to your website analytics, your email subscribers and your social media followers too.
● Customer Feedback
Get to know what your audience thinks about your business and what their pain points are by taking part in customer feedback. This can be done by creating surveys or by following up on their most recent purchase to see how they felt about your service.
● Buyer Personas
Buyer personas are created to represent your ideal customer. By doing so, it will help guide the way in which you create content that your target market will respond to.
Figure Out Your Strongest Communication Channels
As you get to know more about your audience, you will start to see which channels they prefer “hanging out” on. Your content marketing plan should focus on your strongest communication channels and the ones where you are more likely to see active users engaging.
For example, different social media preferences vary by age groups. You may find that a target audience made up of Gen X-ers and Millenials spend more time on Facebook whereas Gen Z-ers are predominantly found on Instagram.
This information is exactly what you should be on the hunt for when crafting content for your communication channels. The goal should be to find the channel that works best for your business and that will get you the most reach.
Personalise Your Content for Each Channel
One area in content marketing we often see businesses fail at is personalising their content for different communication channels. While it definitely is easier to copy and paste your content for each channel, you won’t see the engagement levels that come with personalised messaging.
Personalised content is critical to your business’ success. So much so that Clever Bridge explains that businesses who follow through with personalised lead nurturing can expect to see a 20% increase in sales opportunities.
The truth of the matter is that you may be attracting the same user throughout your channel. You have to find new and exciting ways to provide them with engaging content wherever they may find themselves coming into contact with your brand.
Create a Content Calendar
With the research underway, you can now start creating your content. To help you do so, we strongly recommend utilising a content calendar. Having a calendar will keep you organised and save a lot of time in the long run. Instead of scrambling together a post, you would have already planned out a great piece of content that’s ready to thrill your audience.
When creating your content calendar try and keep in mind the type of material you want to produce. Start doing some research on what’s already out there and which pieces of content are seeing the most traction. You should also keep in mind the way in which you hope to convey your brand as a whole. Your content should stay true to your brand’s identity at all times.
It’s becoming increasingly apparent that consumers are looking for authentic brand engagements before making their purchasing decision. Having a cohesive content marketing strategy will help drive your business into the next gear and bring it the success it deserves!