Marketing strategies for online business these days can seem overly complicated, when they really needn’t be. In this post, we aim to strip any complex processes out and take you back to the basics, concentrating on effective and successful content marketing.
What is ‘Content marketing’ : a term used which holds within it any piece of content used to promote your online project.
The Content Marketing Insitute says:
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
This covers a variety of content, such as:
According to the Roper Public Affairs, 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. 70% say content marketing makes them feel closer to the sponsoring company, while 60% say that company content helps them make better product decisions.
In short, it’s a much softer, more efficient, cheaper sale and for most companies a good content strategy will drive visitors, customers (new and old), a sense of community and valuable leads.
Here’s our 6 basic tips to content marketing to keep them in mind when exploring your own content strategy:
Before embarking on a content marketing plan or strategy it’s important that you focus on your target audience. You can’t build a content marketing strategy for everyone, nor should you want to. By refining and targeting your audience you will be capturing those who are more likely to find your content and information of value and therefore have a higher propensity to “convert” – whether that’s a purchase, registration or contact request.
Once you have a clear understanding of your audience you can then move on to the next step of thinking about what you want to say to them, and how to capture their attention.
A mistake that is often made is that some people creating content don’t focus on a theme or a topic. For successful content marketing you need to think in “campaigns”. Yes, you should think of creating a variety of content that targets your audience, but here’s the most important part …You should have consistent messaging! It’s far easier to manage and also to get your point across if the messaging is all focused in one direction. If you don’t plan your content you will just have shallow content across a range of diverse topics rather than in depth meaningful content which shows a passion, experience and expertise.
Start by mapping the types of content you have access to, and are able to use, then look at the types of content you are realistically able to produce on demand or as support pieces. Understand your main platforms, social networks, influencers and partners that you can distribute your content through.
Once you have created the articles to post onto your primary website, recreate unique content that can be shared across other sites. To be valueable the content must be unique, don’t simply duplicate the article across numerous sites, this unique content will help your SEO and boost your ranking. Also, if a user was to come across the different articles it should still engage them.
Be creative in how you share these across each distribution platform; Twitter is limited to 140 characters, whereas on Facebook & Google+ you can add a summary paragraph. Monitor your engagement to know what works well, look at the way others supply information on those platforms and follow the guidelines set.
Once you are able to put content together with relative ease, you should then look at how it is performing and how it could be improved. Test different methods and make sure you are measuring and monitoring them all in some way. Various things to look at:
5. If it isn’t broke, you don’t have to fix it.
Not much need for an explanation here. If something is working then make the most of it and just keep doing it until it stops working, keep monitoring it.
It’s important to define what the business objectives and goals are for the company and why the project has been approved. By knowing these details you are able to set criteria and KPIs by which you can report on to show your “Return on Investment”.
Some business reasons can be the following:
That’s it! Simple content marketing! We hope these 6 tips help you plan your strategy.
If you have any questions about the topic or the points we have discussed, please contact on on 0161 946 3851.