Content creation is a marketing strategy focused on creating and distributing valuable, relevant, and consistent content to attract and retain a target audience. It is important for businesses to understand what their customers want to make online advertising customised to their specific needs. Each piece of content you create should communicate your message in a way that adds value to your readers, answers their real questions, piques and expands their interests, and makes them trust you and your brand, which will help your businesses to get more followers on social media platforms. This article will provide some strategies to make content marketing work effectively.
Thanks to content marketing, businesses are able to keep customers informed, to be able to answer all questions customers may have and even creating online interactions. From your perspective as a marketer or business owner, content helps your businesses attract, engage, and delight prospects and customers, bring new visitors to your site, and ultimately, generate revenue for your company.
Why Is Content Important?
Content creation is the ultimate inbound marketing practice. When you create content, you’re providing free and useful information to your targeted audience, attracting potential customers to your website, and retaining existing customers through quality engagement.
You’re also generating some major ROI for your company, as these content marketing stats demonstrate:
- Content marketing brings in 3X as many leads as traditional marketing and costs 62% less.
- SMBs that use content marketing get 126% more leads than those that don’t.
- 61% of online purchases are the direct result of a customer reading a blog.
- Companies that publish 16+ blog posts per month get 3.5X more traffic than those that post four or fewer posts per month.
- Content equals business growth. So, let’s get started with your content strategy.
Content Planning and Strategy
A content strategy includes everything from brand and tone to how you will promote your content and eventually repurpose it. Let’s go over how to create your content plan, step-by-step.
Set Your Content Goals
Similar to a traditional marketing campaign, your content strategy should be the main focus for your marketing goals (which should, in turn, be derived from your company goals).
Your goals could range from attracting more visitors to your site to generating more leads to anything in between — as long as they’re SMART goals. An example of this kind of goal would be to increase organic traffic to the blog by 25% in the next quarter.
Once you determine that, each piece of content you create should be aligned with your goal and contribute to your desired outcome.
Create a Buyer Persona
Building a content strategy is more than considering what type of content you want to create. You first need to know who you’re speaking to, how you want to speak to them, and where to find them.
The key to creating successful inbound content is to make each reader feel like you’re speaking directly to them.
The only way to do this is to get intimate with your visitors, leads, and customers — you need to know them like you know an old friend. You should be aware of their obstacles, their pain points, their challenges, and fears. Similarly, you should understand their best possible outcome, their dream solution, and their biggest fantasies.
Rely on the Buyer’s Journey
If you’ve ever had a headache, the first thing you likely did was try to figure out the cause. Perhaps you were dehydrated, or caffeine-depleted, or maybe you were sick. After you diagnosed the problem, you moved on to solutions — drink some water, grab an espresso, or take some medicine. Finally, you decide between solutions: Evian or tap water? Starbucks or Peet’s Coffee? Aleve or Tylenol? Hopefully, your headache then subsided and you were able to go about your day.
This is a representation of the buyer’s journey. Each of your prospects follows a path to a solution — that path involves awareness, consideration, and decision stages. But each of your prospects is in a different part of that journey, so it’s important to use your content to appeal to each stage.
If you need help with creating content strategies, Digital Freak’s team will be able to assist you from coming up with a content strategy plan, test it out and adjust accordingly to the market changes.