Great content will be at the core of your digital marketing and SEO strategy. It’s about creating quality content that’s valuable and relevant. Creating compelling content that audiences will want to engage with fundamentally is all about storytelling, and humans have told stories for as long as they could speak. Our attention will always go to those who tell great stories, and this is the heart of content marketing.
The definition of Content Marketing?
The Content Marketing Institute defines content marketing as:
“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”
This means that content marketing is a long-term strategy that focuses on building a strong relationship with your target audience. Giving them high-quality content that is very relevant to them on a consistent basis.
People want to feel cared for and understood, the world is noisier than ever before, and attention to our customers needs is paramount. Learning how to communicate with them in the right way will make them feel like you care about them.
Creating Words that Work
The most common components of a content marketing program are social media networks, blogs, visual content, podcasts, videos and premium content assets like tools, ebooks, or webinars. Figuring out how you’ll create and publish all your content can be a daunting task. It’s important for a content strategy to know exactly who, what and when certain content is due to be published. It can then be tracked, monitored and evaluated to see what works for your business.
Content marketing helps businesses prepare and plan for reliable and cost-effective sources of website traffic and new leads. If you create just one blog post that attracts a steady amount of organic traffic, how about adding an embedded link to an ebook or free tool as this will continue generating leads for you as time goes on. It also highlights to your customers that you are an expert and educates them on certain topics related to their interests.
Content Marketing Strategy
Today’s content strategies prevent clutter by managing content from a topic standpoint. It helps to plot everything into a content calendar around topics so you can easily visualise your company’s message. Asserting yourself as an authority in your market over time.
Think of a content marketing strategy as an outline of your key business and customer needs. Plus a detailed plan for how you will use content to address them.
While there are no definitive “templates” for building a content marketing strategy each one will be unique to the business that creates it. There are some key areas to consider when creating your content strategy:
- What is the goal? What’s your aim for developing a content marketing plan? Why do you want to produce content and create a content marketing plan? Know your goals before you begin planning.
- Who is your audience persona? This is where you describe the specific audiences for whom you will create content, what their needs are, and what their content engagement cycle might look like. By knowing your target audience, you can produce more relevant and valuable content that they’ll want to read and convert on.
- Your brand story. Categorising your content marketing in terms of what ideas and messages you want to communicate, how those messages differ from the competition, and how you see the story evolving once you communicated this with your audience.
- Having a channel plan. The plan will include how you will communicate and via which platforms you use to tell your story. What the different objectives are to connect with your audience so that they create a cohesive brand overview.
It takes time, organisation, and creativity to grow a successful content marketing strategy. From building the foundation of your content plan to adding tools to better manage your content.
The Marketing Mind can help you plan, produce and evaluate all the content. We’ll grow and strengthen your brand authority across the web, from your own site to your social media marketing, building momentum for engaged traffic that converts and keeps your customers coming back for more. So, get in touch today!