Content marketing is one of the most effective marketing tools currently being used, and part of the reason for its effectiveness is its simplicity. Give your potential customers the content they’re looking for and get your marketing message into it somehow, or even better, make them come right to your website to get it. The problem is that a simple concept is not always simple to execute, and companies struggle sometimes to create effective content marketing, especially if they don’t have the help of an online marketing agency or digital marketing companies. A good strategy can help you to make the most of content marketing.
The first step to developing a good content marking strategy is to identify your audience. Who are your potential customers? If you’re selling luxury cars, you don’t want to be marketing to minimum wage employees. Chances are that you know something about your potential customers, but you need to learn more. Visit your competitors’ sites, read industry blogs and newsletters or, even better, hire a professional online marketing agency to do effective research. You need to know what your customers care about, what they read and what their problems are so that your content can be the answer to their prayers.
The next important component of content marketing is, you guessed it, content. If you can’t make content that people actually want to view, nobody is going to fall into your little content marketing trap. There are a number of content creation strategies that can be employed, either in-house or using an online marketing agency. Since you already know your customers so well, you will know what their preferred media is, whether it’s the blog, the news article, the newsletter, social media or mobile content. Chances are it is some combination of all of them, and you might want to enlist the aid of digital marketing companies to help you find the perfect balance of media for your target demographic.
Some examples of effective types of content are the “answered question” wherein an article or blog answers a frequently asked question about your product or your industry, the industry news story, the helpful tip (related to your product or industry, of course), the industry video and the live blog or twitter feed from an industry event. Basically any type of writing or video that you think your customers will want to read can be good content marketing content.
While a lot of your content marketing will be on your own website, your strategy should include branching out to other sites. Guest blogging is a great way to get your name (and your company’s name) out there on a respected industry blog site. Many sites will also take submissions for general articles and “how to” articles and videos, again, helping to establish you as an expert in your industry.
Content marketing is here to stay, and savvy companies will work hard to develop an effective content marketing strategy to keep their customers coming to them. Identifying the needs of your customers and creating good content to satisfy those needs, either in-house or with the help of digital marketing companies, is the key to staying competitive in your industry now and in the future.