It is no secret that the best way to build a brand and stand out in today’s marketplace is through content creation. Content marketing is an essential part of digital marketing. But most business owners or marketers just don’t know where to start. Why is that so?
But first, Let’s get to the definition
What is Content Marketing?
According to the Content marketing institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
In simple words, it is the way of telling people how awesome you and your business are with the help of content creation. Content creation can be of any form, blogs, videos, or ebooks. Ideally, it should help people by providing valuable and educational information.
So, why is content marketing essential to digital marketing?
- Traditional marketing vs Content marketing
Unlike traditional marketing, content marketing doesn’t focus on pushing out promotional messages across various channels. Content marketing depends on creating a relationship between customers and businesses by educating the customers. It depends on organic marketing to attract the target audience.
- It’s great for inbound marketing
Inbound marketing is all about using organic marketing tactics to promote a brand. Content creation can be one of the best ways to create inbound leads, improve relationships with customers, and increase the reach of the brand.
- Better for social media
Content marketing doesn’t stop at creating content for web pages. It also includes creating amazing content for social media. We all know success on social media majorly depends on high-quality content. On social media, content can be of any form whether videos, podcasts, images, etc. Original content will increase engagement and brand awareness, in turn, it’s better for social media.
- Position your brand as an authority in the industry
Content marketing is important because it answers your audience’s questions. With this, you can build trust with your audience, improve conversions, connect with customers, and generate leads. And, in today’s age, customers expect high-quality, consistent content from their favorite brands answering their major questions.
- Helps in SEO
It can be one of the most important strategies for the success of your website. Content has become a crucial element in attracting traffic, as well as the authority with online users. Use blogs to improve your SEO efforts with keywords ranking, increased shares, and more backlinking opportunities.
- Its an investment
Content creation is an investment you do for your business. Maybe it will look different for different types of businesses. Let’s say for a restaurant, Food photography is content creation. For a dentist office perhaps, a video series on “How to take care of teeth” is content creation. Whatever the business is, content marketing is a long-term investment.
So, How to build a content marketing strategy that resonates with your audience.
Here are 11 steps in creating a content strategy:
- Answer the why
A successful content marketing strategy starts with “why”. Why content is getting created, who are you looking to help, and what value are you providing them. Ideally, use it to build an audience and increase loyalty. Some goals can be increase leads, better conversion, lower costs.
- Know your audience
Your audience is the people who will see your content on various platforms and decide whether or not they want to follow you. Knowing your audience will help you build a strategy that works for them. It’s also crucial to know how they perceive your brand. Ideal should be the alignment between “Who is this content for?” and “who is your target audience?”
- Setup the content plan
First, decide what sort of content you need to make. Then think about which platforms you’ll use. Types of content can range from ebooks, infographics, video series, podcasts. It immensely depends on the industry your business is in and your audience. Remember, content should be high-quality and educational. That’s why you need to have a good understanding of what type of content will work for your business.
- Establish the KPI’s
Content marketing is not completed if you don’t set up the KPI’s. How are you going to analyze it if the metrics are not defined properly? What metrics to choose from? It depends on the goals of your business. For example, your goal is to increase traffic on the website, the metric should be the number of visitors your website is getting. However, KPI’s should be realistic and easy to measure.
- Create a content calendar
You have decided what kind of content you are going to share and what are you hoping to achieve from it. Now, comes the fun part. Content creation is the major chunk of content marketing.
The basic premise is pretty straightforward: Create a schedule of content pieces that will be of interest to your target audience. This might include blog posts, videos, images, and other such things. Research the industry you are in, research how your target audience reacts to different content. Remember, your content needs to match the unique style and voice of your brand.
- Analyze the results
The most important part of a successful content marketing strategy isn’t about creating content — it’s about analyzing the results. For it to be successful, you need to analyze your content and figure out ways to make it better — either through analysis or experimentation. Use this analysis as the foundation for developing and tweaking the content plan. It’s of utmost importance to keep an eye on how the content is performed.
Content marketing has evolved over the years and is now a vital part of digital marketing campaigns. For brands today, content marketing can often be used in place of other channels of advertising such as print and television.
Looking for a little bit of help in achieving your content marketing goals? Let Sociale Mix help you, We are specialized in content marketing and creation.