Content marketing has become one of the most popular and trendy forms of marketing in today’s society. Studies show B2B marketers spend 40% of their budget on content marketing as of 2018, which is 1% more than in 2017 (Content Marketing Institute). There’s quite a lot of competition for when it comes to the amount of content created by brands every day. The truth is there’s too much available content to be successful without a decent content strategy. This is why the most important thing to take into consideration is the way you distribute your content. At first, it might be difficult to have your content be noticed, but in the long run, it can definitely bring many benefits.
What is content marketing?
Before we get into detail on building a content marketing strategy and using different tacts, it’s worth knowing what exactly content marketing is. It’s a technique of creating and distributing valuable and relevant content to attract and acquire an audience that is interested in what you’re advertising. The objective is to gain profit from the actions of clients eventually. Content marketing doesn’t explicitly promote a brand but simulates interest in its products or services.
How to build a content marketing strategy
As mentioned above, to have a successful content reach and for your business to grow, you must develop a well-planned content strategy.
This sounds cliche, but it’s important to create both short term and long term goals. Know the reason why you’re developing a content marketing plan and why you want to produce content. It’s best to have everything planned out, so it’s easier for you to have a clear image of what you want to achieve.
Know your audience
Who is your target audience? What are their needs? These are some questions you should be asking yourself before creating any form of content. Sometimes you might even have more than one type of customer. Keep this in mind and try to cater to more than one group of readers. Figure out which platforms your audience prefers and how you can accordingly adjust the material you post to their needs. Your product or service should also provide a solution to the problems your audience faces. Remember that some are still figuring out what is challenging to them, while others are already using your products to solve their problems. It’s still important to be consistent even after acquiring clients.
Consider a content management system
Having a place where you can plan, publish, comment, and analyse your performance can help you be more organised and allow you to edit your materials all in one place.
Conceptualise content ideas
Sometimes it’s difficult to come up with original ideas for your content. Many tools help inspire you and come up with new material. Some examples, some of which we will get into detail, later on, are AnswerThePublic or BuzzSumo. These all help you consider what can be interesting to a potential audience and generate ideas in contexts that would be appealing for them. You can also search for what type of content is well-liked and what exactly can make it SEO-friendly.
Decide on the format of your content
There are many types of content marketing formats. Ebooks, videos, blog posts, podcasts, case studies, infographics and social media are only some examples. One rule for when it comes to formats is that they should be posted regularly. Stay consistent with how often and what you post.
Types of content:
- Videos – they’ve become one of the most popular forms of content. Statistics show video and messaging apps are the most engaging forms of content and are leading the charge in 2019.
- Ebooks – this is a great form of content for acquiring potential customers through submitting a lead form with their contact information which allows them to download an ebook. Paybyshare enables getting shares on Twitter in return for access to a piece of content; you don’t even need to fill out any forms to obtain the content. Ebooks tend to be longer, contain more information, and aren’t posted as frequently as other forms of content.
- Blog posts – this form is posted regularly and contains the most valuable content for your target audience. Posts shouldn’t be too long since most readers prefer a simple text that is straight to the point (1,000-2,000 words is enough).
- Podcasts – a great form for people who don’t have much time during the day to read posts. Each year, the number of podcast listeners continues to grow. It’s more convenient and listening allows you to learn something new. It’s also great to interview interesting people or just to conversate with someone that’s knowledgeable about a particular subject.
- Social media – social media is by far the top form of content. It has the most significant reach- nearly one-third of the world uses social networks regularly. Post the type of content your followers expect from your company: show how your team works behind the scenes, post graphics and videos, show user-generated content. Create a closer relationship with your audience and drive traffic toward your website. The top social media platforms include Instagram, Facebook, Twitter, LinkedIn and Youtube.
Why does your business need content marketing?
It’s proven that content marketing costs 62% less on average than other tactics but delivers three times the leads. Not only do you save money on your strategy, but you also have better results and more potential clients. In general, consumers prefer to learn about a product from an article rather than an ad, and even more prefer videos to articles. Keep in mind that as a marketer you must be on top of the industry since content marketing is continuously evolving. Trends change, but one sure thing is people want relevant, valuable and high-quality content that can be applied to their daily problems..
How can your content generate leads?
Keywords are a powerful way to figure out what your target audience wants and what they expect to learn through your content (commercial keywords in particular). You can tell how many customers you can potentially reach and attract by using content aimed at answering the questions of your target audience. This will help generate leads and build up your personal brand. In time, you’ll gain a loyal audience that trusts you and believes in your products and services and higher brand awareness.
What are content marketing tools?
Tools can help boost your company’s efficiency and save you a lot of time. They’re also helpful for figuring out your target audience’s needs and analysing your performance.
Kontentino – a social media management tool that manages your posts for different brands on various platforms, schedules posts ahead of time, helps you communicate with your team and clients, and gives you insights about your performance.
PushPushGo – a marketing automation tool that sends subscribers web push notifications. It’s an effective way to gain new leads and subscribers. The report panel enables you to track users on your website and tag them based on their interests, while the automation options allow you to create scenarios and send automatic notifications. It’s a simple, yet magical tool.
Rocketlink.io– it allows you to create links that will track visitors; therefore you can target ads to people interested in the content that doesn’t have to be published on your website.
Paybyshare– with this tool you can generate and customise landing pages of your resources, collect leads through downloads, and track the performance of your campaigns. There’s also an option that detects fake accounts and bots, so you know that only real users can share and download your resources.
AnswerThePublic– a tool that suggests auto results provided by Google and Bing. It’s one of the best tools for content ideas and finding out what questions people are asking in search.
Canva – a graphic-design tool website with easy-to-use features that allow anyone to create a variety of engaging content. You don’t have to be a design expert to use it, and it offers a mountain load of templates that can help you out.
Google Analytics – a web analytics service offered by Google that tracks and reports website traffic. It measures things like site visits, bounce rates, page views, traffic, and much more.
Brand24 – this tool measures the buzz around your brand, product or keyword. It’s a very effective method of monitoring your brand or product on the internet. Some features include a mentions feed, a discussion volume chart, and checking your influence score.
Lumen5– a video creation platform powered by A.I. that enables anyone to easily create engaging video content within minutes. It also allows you to transform articles and blog posts into video content and gives you many customisation options.
As you can see, a good content marketing strategy brings in new customers, educates users, and helps build a powerful brand. Make sure you keep all of our tips in mind while creating your personal strategy, especially the helpful tools and their unique features. It’s essential to have an effective solution that will help you produce amazing content and a plan that tells you what and how you’re going to distribute it.