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.”
Successful content marketing campaigns implement three different sectors which bring the most engagement and awareness to businesses.
- Target market research. Clearly define who you are talking to, where those people ‘hang out’ online, and how they interact with each other. This will give you a basic understanding of what you should create and how you should deliver that content to your audience.
- Creating valuable and relevant content. Find ways to be creative and entertaining with your content. There can be so many ‘How-to’ articles and ‘6 ways to do this’ until your audience is bored with what you’re distributing. Using the right media, (video, graphics, editorial articles, ect.) for the content is just as crucial as the subject matter too.
- Pushing that content through the right channels. Looking into channels outside of the mainstream social media networks may provide a more dedicated and engaged following with your audience. Also think of people who are thought leaders or an inspiration in your industry to help share and promote each other.
Why do content marketing?
Creating custom content online supports SEO and organic traffic to your website. Custom content builds credibility in your field and your customers believe you are the best, or at least know what you’re doing.
Content marketing brings awareness and solves problems to your customers. It helps trigger a problem that they’re experiencing and want to find a solution. This helps alleviate the dreaded cold sales process because you already know what you can help them out with.
Customers today choose to research a product or company before they decide to interact with your business. Therefore, having an active website shows you’re passionate about your business and you add value beyond just a purchase. Relevant and frequent content from a business has become the new standard in what customers are expecting.
When should I get started?
Getting started with content marketing is similar to many other business expenses, you need a budget. If you’re in a competitive industry, a larger budget may be necessary. The content marketing budget isn’t for paid advertising or boosting Facebook posts, it is for having high quality content created. Also take the time to do research into your target market. You wouldn’t want to spend all of this money on a promotional video and not get much attraction from it, just because you didn’t do your homework.
So when should I start? Now. Begin learning where your customers are online and follow companies that are pushing content your audience would like. Take notes on the engagement and how they’re speaking to their audience.
Need help getting started? Get a digital evaluation done for your business to see where you stand against your competition. We’ll evaluate what your goals really are, and how that fits in the world of content marketing. With your goals in mind, we’ll setup a concrete battle plan to achieve said goals and track its performance to better report your ROI.