The internet is already a synonym for effective marketing as it gives companies across the world a faster and more economical way to reach their targeted audience. No wonder 2015 recorded a shift from TV to online video marketing .
93% of marketers say they do content marketing as a part of their marketing strategy. It's obvious content marketing is becoming the essence of marketing departments across the world and top goals that marketers want to achieve with it focus less on lead generation and selling and more on engagement and developing long term relationship with their audience and customers (Contently.com). In other words forget customer acquisition with your content marketing. Think more about exposure, traffic gain and brand awareness.
However, thanks to it's popularity, there is now so much content that simple making of great content just isn't enough to reach your goals. In the increasingly crowded world of content marketing what worked last month may no longer work today. Finally, success of content marketing, roughly, depends on engagement done mostly through sharing. BuzzSumo.com reports that engagement dropped seriously with 50% of content getting just 8 shares or less for both, the big and the little guys.
So, how do you make your content marketing efforts stand out and grab the attention of your prospects?
Plan Your Content Marketing Strategy
A goal without a plan is just a wish, a French writer Antoine de Saint-Exupery once said. I already mentioned that 93% of marketers use content marketing and if you checked the link above you'll see that only 34% of them believe it is effective. The reason for this is their lack of planning their marketing strategy, as only 33% of them have a documented content marketing strategy.
Planning your marketing strategy is simple – just take the time to carefully design your future actions. The further ahead you plan, the better your content will be. Technology marketers who have a documented content marketing strategy are more productive when compared with those who have a verbal only strategy, or are without a clear content marketing strategy.
Know Your Audience
First step when planing your content marketing strategy it identifying specific target audience you’re trying to reach. Consider the demographics: location, age, gender, income level, education level, occupation) and the psycho-graphics of your target group (personality, attitudes, values, interests, lifestyles, behavior). Finally what are the trendy topics that are more likely to be shared within your targeted audience? and what are their favorite communicating channels?
Focus On What People Want To Know
What makes content marketing a great tool for any business big or small is engagement. Engaged viewers are more likely to share your content with others and they spend more time on your website thus allowing you to exploit them in order to gain exposure, increase your traffic, brand your product or earn additional revenue with your ads.
To create engaging content focus on what people want to know about your brand. Define and clarify to your potential customers what problems you are solving for them. Most people want to have more information about a product before buying it. They want to know if a product or service will provide them with what they want, and how easy it is to use.
Blog Your Business
Your website is your starting point. Having a blog is extremely effective for spreading your content. If you do it right, your company can become a leading voice in your field. B2B companies with blogs generate 67% more leads per month on average than non-blogging firms.
Create more attractive content with media rich posts about the subject you want to talk about. Whether you decided to use YouTube channel/embeds, or FaceBook native video posting, or free website online video platform enriching your content with video attracts more shares. Half of buyers say they are more likely to seek out more information about a product and more confident in making an online purchase after viewing related video.
Think about search engine optimization (SEO) as well. Identify the most relevant (and searchable) keywords for the subject matter, and think about the best way to incorporate those search terms into the title, body of the post, image and video.
Social Share Your Content
67 percent of Twitter users are more likely to purchase a product from a brand that they follow on the social media site. And 70% of car buyers who use YouTube are influenced by video content when making their purchase. Everyone is opinionated and everything is just a click away. Using Twitter and Facebook will not only help you engage more with your consumers, but will also encourage them to engage with each other spreading a word about you and your product.
Constantly Evaluate Your Efforts
Evolve your content and adapt to current trends. Having a content marketing strategy means you should always track and monitor what works and what not.
- Track engagement – Do people share your content? Do they post comments on your blog pages or download your content? Do you need more or less content to amplify your audience reach?
- Track newsletter and email subscriptions – How many people have signed up to get your content? Are people unsubscribing? Does weekly, bi-weekly or monthly newsletter work better for you?
- Track search engine results and traffic stats - What is the total number of visits to your site? From which keywords and to which pages most visitors come? References to content - From third-party news sites and blogs and/or social networks? Are third-party sites using the info from your content?
- Track social share - Which posts are shared the most? Text only, with image or with video?
- Learn by example - Learn from your competition. What are they doing that works for them? Will it work for you?
Already being a choice of many marketers content marketing will continue to attract more businesses to implement it in 2016 as well. Doing it the right way is what will make yours stand out.BLOG COMMENTS POWERED BY DISQUS