content marketing

“Content Marketing is all the Marketing that’s left.”  Seth Godin

Marketing is a dynamic subject. The type and strategy of marketing is changing with the modern age. Following this change, content marketing was started in 1732 by Benjamin Franklin.

Content marketing is a little different. This is a very effective long term strategy in the current era. Here the customer will understand the quality of your service from the information available to you, so he will be interested in being your customer.

There is a basic difference between traditional marketing and content marketing. I hope you can understand from the following example –

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What do you understand from here? Traditional marketing offers direct sales but content marketing seeks to attract clients with a business identity.

This is for the benefit of the business as the client often turns away when offered to buy something directly. But this strategy is very useful to convince the client. Studies have shown that indirect offers have a greater psychological impact on clients.

What is Content Marketing?

According to 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.

So it can be said that the key to content marketing is to create valuable content. Content must be relevant.

You need to reach out to the customers you are targeting. There are different distributional ways to reach the content to the customers, this need to be used effectively.

You have to analyze whether Customers are being influenced or not. The whole point is to motivate an interested buyer to purchase a product.

Why use content marketing?

Build Awareness

If you can make customers aware of the product then it will play a big role in increasing your sales. This awareness raising activity needs to be done regularly through various contents.

Long-term sustainable strategy

To survive in any sort of business, businessmen should take long term strategy.

Because short term strategy may give you some benefits quickly but it may not be sustainable. Content marketing can bring you sustainable profits in the long run.

People naturally do not like advertising

Most people find advertising annoying. This is why many people use Ad blocking software. Due to which the advertisers suffer huge losses.

The ad blocking app, created by British software developer Dean Murphy, continues to hurt advertisers. Content marketing strategies will save you from this problem.

ad blockers financial impact is discussed in content marketing
Image via Adobe/PageFair

 

Content marketing is less expensive

It is much more affordable than other marketing techniques. Here you do not have to spend money to advertise. You have to follow some strategies to promote your content.

Good content enhances brand loyalty

Good content can attract clients. It builds clients’ trust and confidence in the brand. Once customers have faith in a brand, it plays a huge role in increasing revenue.

Components of content marketing

  • Blog posts
  • Ebooks
  • Video
  • Infographics
  • Case studies
  • Demos
  • Social Media
  • Workbooks and templates
  • Email Newsletters
  • Tools Review
  • FAQS
  • Question & Answer
  • Guides
  • Survey
  • Quizzes
  • Podcasts
  • Interview

Blog Post

Blog posts are the best way to reach customers. Search engines show blog posts with importance in their search results. Through blog posts, the company provides necessary information to its target customers. Customers read this information. When they read these articles on the company’s blog, they also see various offers given by the company.

In this case, blog posts should be at least 1000 words, so that these articles can get good ranking in search engines. If they get this ranking, they will be flooded with visitors. More visitors mean more sales!

Ebooks

Through ebooks you can easily promote your content to customers. Write the ebook in such a way that the readers get benefit from reading it. You can highlight the good aspects of your brand in a variety of educational topics. Customers will not be bothered. Rather they will take it positively.

Video

You can make videos that will appeal to people. With video you can help people learn about the unknown topics as well as promote your product. When you create videos, make videos consistent with your product so that it makes sense.

Infographics

Infographics are long vertical graphics where different types of information, graph charts, statistics, Etc. The advantage of this is that all the subjects are beautifully presented in the graphics which attracts the reader. This technique is very effective for many readers who do not want to read long articles. Customers prefer infographics because all the necessary information can be seen at a glance. So it is very easy to promote your brand through it.

Case Studies

This is a very effective method. You can highlight the success of your company through Case Studies. This will give customers a clear idea of ​​your business and as a result brand loyalty will be increased.

Demos

Customers are offered a free trial before purchasing any product or service. This allows the customer to decide whether to purchase the product or service after analyzing the advantages and disadvantages. Demos will definitely increase your sales. In the present era most of the customers want demo before purchasing anything. So create a demo to increase sales.

Podcasts

According to Edison Research, 16% of Americans listen to regular podcasts. Which was 9% in 2008. There are reasons behind this increase. Most people are very busy now. In the midst of this busyness, many people do not read big articles every day. So readers are now slowly leaning towards podcasts.

Social Media

Social media users continue to grow. So after writing an article, social media can be the most effective way to inform customers. This will increase your brand reach a lot.

Question & Answer

Question & Answer sessions can be organized to inform customers about the brand. Customers get a chance to take part in these sessions and ask questions about the brand features. They can know many things about the brand. As a result they become curious about the brand.

Survey

Businesses can survey their own brands. The survey provides a clear idea of ​​the demands and complaints of the customers which can be used in product development.

Quizzes

This is a very good method for promoting content. This allows a large number of people to be informed about the brand.

Interview

Interviews are very useful for raising brand awareness. Through this, marketers can know customers opinion about the brand.

Content Marketing Strategy

  • Define your content marketing goals
  • Establish Your KPIs
  • Finding the target customer
  • Create Buyer avatars
  • Audit Your Existing Content
  • Research Audience demands
  • Choose the best content channel
  • Creating a content calendar
  • Publish content & evaluate performance

Define your content marketing goals

The first step in creating a content marketing strategy is to define content marketing goals.

Think about your organization’s goals and objectives  before setting goals for content marketing. Then set content marketing goals so that it can act as complement of the organization’s core goals.

Your goal must be precise. You have to strive to achieve the goal. Here are some examples –

  • Raising your brand awareness to the public
  • Taking sales to a certain level in the future
  • Creating loyal customers to the brand
  • Enhance customer engagement and satisfaction
  • Increase conversions
  • Increase competitiveness capability

Establish Your KPIs

KPIs means Key Performance Indicators. This allows you to set a milestone. You need to create a Performance Indicator to be satisfied with your revenue, sales, traffic, engagement, etc.

Finding the target customer

If you want to succeed in business, you must find the right customer. Marketing by targeting someone who is not interested in your brand will not benefit you. Therefore, by collecting information from different sources, you need to be sure who your real customer is.

You have to take some actions to find out target customers. They are –

  • You can collect Demographic Data to find your target customer. You need to analyze the age, gender, income, location, etc. of your visitors, subscribers, social media followers. It is very easy to collect Demographic Data through Google Analytics, Facebook or Twitter Analytics.

google analytics twitter analytics

  • Determine your market segmentation.
  • You need to analyze who can search your product online. Find the way to convince them.
  • Try to collect Customers feedback. Try to know customer reaction. If customer gives negative review then you have to take it seriously.
  • You need to notice which category of your product your target customer prefers.
  • You must prefer customer demand.

Create Buyer avatars

content marketing

After collecting all kinds of data about the target customer, you need to create buyer avatars with them.

There are 5 major components to a customer avatar:

  • Goals and Values
  • Sources of Information
  • Demographic Information
  • Challenges and Pain Points
  • Objections and Roles

Audit Your Existing Content

You need to run a pre-assessment on how to do content marketing. You need to first audit the content you want to start marketing with. If your current content is good enough to start your marketing then you can go next step.

If your current content can’t meet customer demand, you need to create new content. Think about innovative content which can inspire customers to purchase your products.

You will only succeed if you create new and innovative content.

What you can do to create good content:

  • You have to follow the latest news and trends in your industry. Regularly read books or web content related to the field you are working in.
  • Regularly monitor customers’ attitude through social media. This will give you a better idea of ​​what people want. Use these ideas to create content.
  • You can conduct customer survey before creating content. What do customers want? Why? Ask these questions to the customers.
  • Sales representatives can provide a good idea with the customer demand. So try to get information from them.
  • Keep in touch with customers by regular email. Then you can easily what customers really want.

Research Audience demands

You need to have a good idea about the demands of your target customer. If you don’t market according to the customer’s demand, you won’t get good results.

Choose the best content channel

Choosing the best content channel is important task. You can start from the place where your position is good. If you have a very good social media presence then this will be the best channel for you.

Choosing the best content channel is important task. You can start from the place where your position is good. If you have a very good social media presence then this will be the best channel for you.

You may have a lot of followers on social media; try to deliver your content to them.

You can also find out whether you are getting more visitors from organic search or social media from Google Analytics. From Google analytics, go to Acquisition » Social » Overview to see the visitors channels.

You can use Buzzsumo if you want. You can analyze content channels using their Content Analysis too.

Creating a content calendar

If you create a content calendar, it will help you to publish content in a timely manner. And if the content is published on time, the customer engagement also increases a lot.

If you publish very little content, you can use Google Calendar. Simply put the due dates for each piece of content there.

But if you publish a lot of content all the time, then you need to use the advanced feature to maintain the continuity of your work. You can use Asana for this. Their task management tool will help you to maintain schedule.

Publish content & evaluate performance

After going through these steps, you have to publish the content. And after publishing the content, its performance has to be evaluated. You need to evaluate whether the performance milestone you set has been achieved.