Effective content marketing is all about getting the right information at the right time and to the right audience. Quality content helps you foster relationships, grow brand awareness, and push your leads down the sales funnel. Here are some few tips to get your content marketing strategy up and running.
Determine your goals
What is the goal of your strategy? Is it to create product awareness, increase conversions, or warm your leads? Your goal determines the direction that you take in content creation.
Your goals should cover the short term, medium term, and long term. Where do you want to see your company in five years? Where will you be in six months’ time?
Who are your audience?
Whom are you communicating to?
Your audience determines the platforms that you shall use to promote your content. They will also determine the tone of your content.Determine the age, gender, and location of the audience, sites they frequent often and social media platforms they love using. Determine topics and information that touches on their needs and emotions too.
What stages do average customers go through in their buying decision?
Content should give practical options to customers at the right time and place throughout the buying process. Therefore, there must be content for each stage of the journey. The common steps in the buyer process include awareness, consideration, and purchase with support coming after purchase.
Depending on the product and the market, each of the stages may include several small steps and multiple content types. Think of every method that you can use to convince your prospects down the sales funnel and determine what content needs to be where.
Have a distribution and promotion strategy
Creating content is one thing, reaching the intended audience is another thing. Determine how your audience will consume the content and when it becomes available for them. Use the buyer personas you created when defining your audience to determine the best channels to use when designing a distribution strategy.
In addition, provide a way for the clients to find your content. How will they know that you have a new blog post? The most popular method of content marketing is search engine marketing. You can also use print and social media to promote new content.
Content marketing is an effective way to generate leads and walk them to the purchase decision. You need a well-crafted strategy to get the right content to the right people at the right time. Use the above tips to craft an effective content marketing strategy.