Well if I had a dollar for every time someone said “So what’s the big deal about creating content, just take some photos and type a few blogposts”!
Yeah, right! Only if it was that easy.
People think that terms like Content marketing Strategy and SEO are not as important as everyone makes them seem. Someone even said that these are just fancy terms that people use to state the obvious and make themselves sound smarter. No kidding.
But for those of you who think otherwise and want to learn more, let’s get started. So first of all:
WHAT is CONTENT MARKETING?
Content marketing is a valuable and growing marketing strategy that is the key to marketing your business online. Creating valuable content is the key to attracting the right clients for your business.
But because there is too much content already available on the net, it is difficult to make an impact. And that makes it even more important to Have a really strong Content Marketing Strategy.
What is Content Marketing Strategy and how to make an effective one?
Okay. So content marketing strategy is going to be the core of every piece of content that you create. Think of it as a storyline on which the entire movie is going to be based.
This Content Marketing framework is going to guide you to create content that is meaningful and that attracts that right audience. Also when you have an effective Content strategy, you will be able to create content across platforms more productively.
Before you get confused, let’s talk about how to create good Content Marketing strategy.
While thinking about developing a content marketing strategy, these are the things that you should consider:
- Who is your Target Audience?
- What are your marketing goals and objectives?
- What are the best platforms to publish your content?
It is also important to think about:
- Which resources do you need to create the content and what content do you need?
- How can you get the most out of your content?
- Measuring success and what parameters are you going to use?
Who is your target audience?
We can not stress this enough. It is crucial to define your target audience or your customer before you go any further. Identifying your target audience is going to help you determine everything else and build an effective Content Strategy.
Understanding who is going to be consuming the content will help you plan your strategy better. If you are in the plumbing business, you ideal client will most likely be in a certain neighbourhood or city where you are based.
It will also help you understand where they are looking for you. Like if someone needs plumbing services, they are most likely search that in google search bar and not on Instagram, right?
It will also help you create content that is more niched out. Your target audience wants content that is high quality in that specific field that they are looking for. Usually when people consumer content other than entertainment, they are looking for solutions for a problem, or are trying to learn something. And generic content is not going to make you stand out. Of course you can attract audience once through marketing, but they will not keep coming back to you if you do not provide value.
We write a lot of blogging resources and as it is pretty clear from the long format of our blog posts, we want to deliver maximum value to everyone who is reading it. So that, if tomorrow one of our pins show up in your Pinterest search, you already know that you will find valuable content and are more likely to click on it.
What are your Marketing goals and objectives?
Next, define what are your marketing goals and objectives, meaning through your content marketing strategy what do you want to achieve. Do you have a product launch coming up and you want to attract more clients? Identify why you are creating content and whether it is something that you should even be doing or not.
If your target audience is not tech savvy, or does not use digital media, putting up content on digital platforms is not going to be of any use. You are better off with print advertising or Video advertising.
If you are wondering how does it relate to your blog content, let us explain it a little. Whenever you are writing a blogpost, think about what is the goal that you want to achieve. Usually there are types of blogposts:
- Grow mailing list: Are you writing a blogpost just to increase your mailing list? Then it makes sense that you will create a freebie to go along with that post and create opt-ins forms. These will help your target audience in signing up to your mailing list.
- Make a Sale: If you are writing a blogpost because you want to sell something, you will most likely let your audience know what solution are you providing and what value are they going to get from it.
- Build trust & relationship: These posts are again really important to build if you are a small business who is just starting out. if you write every post in such a way that you are trying to sell something to your audience, it is going to look spammy and they are less likely to buy something from you. So you need to provide your audience value and build trust and relationship with them before you pitch your first product.
There are a couple more and we have a detailed post explaining when to write what blogpost and how to schedule them, if you want to learn more.
What are the best platforms to publish your content?
Now because you have identified your target audience, identifying which are the best platforms is easy. The best platforms are where your target audience hangs out and which suits your product the best.
Instagram and Pinterest are very visual platforms and are amazing if you are creating content that is visual. For a photographer, it makes more sense to have an Instagram Account as content marketing platform rather than snapchat.
And while having a website is important for almost all kinds of businesses, the look of your website is going to be dependent on the services or products that you offer. You get the point right?
Which resources do you need to create the content and what content do you need to create?
Now, this is going to be different for everyone. While some business will only need one time content creation resources and then updates from time to time. Others might need multiple people on the team just for content creation. of course this will also depend on how much budget you have or how big is the business.
And what content you need to create will also affect the resource that you will need. The types of content usually are: Emails, Blogposts, Graphics or Infographics, Youtube Videos, Social media Posts (photos/quote photos), Tweets etc.
Now let’s say your audience watches youtube and is active on Instagram. So you will probably need someone who can film and edit the videos and then someone who creates content for Instagram. Of course this can be a single person too, but most likely not.
Also think about what apps can you use to make your job easy and more effective. If your business requires you to be marketing on Pinterest, then it makes sense to invest in a paid service with Tailwind. It helps you schedule your pins for the entire month or at least for the entire week in about an hour and you can focus on the rest.
If you are interested, you can also check out our Ultimate guide to Pinterest to help you understand the nitty gritties of the platform.
How can you get the most out of your content?
Choosing two or more platforms does not necessarily have to mean that you create content for each platform independently. You have to optimise your content in such a way that you can get the most use out of it.
If you have a podcast, whatever you say, which resonated with the audience too, can always be used as a caption for your Instagram pictures. It can also be used on twitter. Or can also be made into a quote picture to be posted on Instagram.
Whenever you make a youtube video, you can also repurpose that content for Instagram. And even though aspect ratios are different for both, you can always optimise it for both the audience. Amazing right?
It will save you lots of time and help you whip out content like a boss.
Measuring success and knowing what parameters to use?
You have done all the hard work and it is time to measure the results. No marketing strategy is ever complete if you can’t measure how successful it was.
For someone success can be measured in how many page views a blogpost got, or how many times it was shared. for someone it can be the number of signups for email list.
It is also a great idea to look at google insights or analytics for your blog or Pinterest. It gives you an understanding what type of content is more popular among your audience and in future you can focus on creating more similar content.
In a nutshell, the key is to understand your audience. Understand what content do they want to see and what platforms are best for that. Then find a way to optimise your content to get the most out it.
What is your Content Marketing Strategy? Have any questions? let us know in the comments below!
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