“Content marketing” is one of those terms that get tossed around quite a bit. In fact, it’s used so often I even wondered if I wanted to base a blog on it. It seems like it’s used more as a catchphrase than anything, and, honestly, I think that’s just plain sad.
Content marketing is a very general term for a broad range of marketing and advertising elements. It literally encompasses every kind of content there is, from blogs to webinars to videos to social media to … you name it. So let’s proceed with the understanding that these principles will apply to any kind of content that works well for your brand.
When done correctly, a marketing campaign successfully integrates content into its own DNA can reap stellar rewards. This is true for any size business, from major corporations to budding entrepreneurships. The right use of content can position you as an authority on any topic and establish your brand as an expert in any area you choose.
Of course, like anything that brings success, content marketing isn’t easy. There is no formula; there are as many ways to approach a campaign as there are products, services, or ideas to feature and groups to whom they can be marketed. Your business goals, the time allotted, and your budget will all determine the “how” of your content marketing strategy. The “what” can be built around that. Here are four things that should be part of every “what” when it comes to content marketing. With these base ingredients, you will have the recipe for a successful campaign.
1. Know Your Target Audience and Make Sure Your Content Speaks to Them.
Take the time to research your target demo. Construct your ideal avatar and know his or her (or their) entire life story. Decide the “what” of your content based on whom you want to be influenced by it.
Do your research on social media channels especially. Figure out which platform will appeal most to your target demo based on measurable data and metrics and take note of the kind of content your customers are already sharing. Once you know that, you know what will appeal to them and you can start driving content that gets their attention.
Blogs are a great way to drive engagement and connect with the community you create with your brand, but so are relevant social media outlets. Again, the “what” of your content matters here. Static content works better on a blog than it does on Facebook, for example. People expect to read a blog; they expect to participate in Facebook. Of course, you could take advantage of both worlds by encouraging discussion on your blog posts as well. Like I said, there’s no formula; you just need to figure out what works.
2. This Is Not About You.
Be careful how much you talk your brand up through your content. Remember, people generally care about one thing above anything else: themselves. This is not a negative thing at all. People who know themselves and what makes themselves tick are easy to talk to about the things that appeal to them. Once they realize you “get” them, you’ve established trust. It’s not about your brand; it’s about what your brand can do for the customer. More importantly, it’s about how well your brand understands the customer. “You” should outnumber “I,” “our,” and “we” seven to one or better. You read that right: Talk about the customer and his or her needs SEVEN TIMES for every time you reference yourself or your brand.
3. Use Whatever Works.
Like I said earlier, the “what” of your content is going to be determined by a number of factors. If you don’t like the idea of spending a week writing a VSL, then having someone else animate it and having someone else voice it, there are simpler ways to get the message out there. You could use your blog, for example. How effective is that? Well, you’ve read about 700 words so far. You tell me…
Other bits of content that can pack a good punch include:
- Infographics
- Images
- Short product demonstration videos
- Emails
- E-books
…and the list goes on from there. Don’t have the time or the resources to pull these things off? That’s why custom writing services and copywriting companies exist. Hire a firm or a freelancer with a proven reputation to create some good content for you. The costs for these services can be very low if you know where to look, and even at higher rates, the return on investment can be stellar.
4. Run the Numbers.
Just as a parting shot here, let me emphasize the value of metrics. Give yourself a clear picture of what’s working and what isn’t and start nudging your content marketing strategy toward things that are generating the most engagement.
It may seem like an elementary concept, but you would be amazed at how many companies and business owners use a fly-by-the-seat-of-their-pants approach to measuring the effectiveness of their content strategies. Don’t be that person/company. Know what your market wants and give it to them. That’s where the money is, and that’s how you build a brand with content.