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.
Content Marketing allows you to communicate with your customers and prospects while avoiding the salesman routine that often sends potential clients running for the hills. It is non-interruption marketing. Rather than bombarding your audience with sales talk, you feed them credible information that educates them.
Content marketing remains one of the most important components of any digital marketing strategy, regardless of your industry or subject matter. Continually creating compelling, informative content is a key way to spark interest in a specific product or service and not only help serve your audience the information for which they’re searching, but also create valuable sales leads that can help impact your company’s bottom line.
The essence of the Content Marketing Strategy is the belief that if you deliver consistent valuable information to buyers, they ultimately reward you with their business and loyalty.
Some of the content marketing strategies include
- Writing Relevant, Timely and Fresh Content: Create pieces like blog posts, white papers, thought leadership papers or e-books based around relevant topics and throughout the duration of your campaign, stay tuned in to your industry or related subject matter and write about the news and updates that will be most relevant to your particular audience.
- Optimize Your Content: Add relevant keywords to your headline, meta description and opening paragraph. Think about what your target audience might search for and insert some of those keywords into your article—but don’t overdo it! The article should still read naturally—remember, you’re writing for people, not for search engines.
- Social Media Work for You: Its really important that your content should get to as many people to read it as possible—and social media channels help to accomplish this widespread distribution. Be active and maintain an active presence on the social media channels most often used by your target audience.
- Relevant & Useful Content: Visitors to your website reject nowadays poorly researched or badly written piece of content. To avoid this, serve your audience content that they need or want. Determine what kind of questions they want answered and then tailor your content to meet these needs. Part of a successful content marketing strategy involves entertaining your audience, but also to inform them, they need to answer questions, solve problems or identify key resources that will help them in the future.
- Content that will create leads: An successful content marketing strategy is creating content that will maximize the chances of creating sales leads—and a key way to do this is to examine previously published content and determine which types had the most successful conversion rates.
- Avoid too much of technical & Sales Jargon: Over-the-top sales jargon & technical terminologies will most likely deter customers not only from making a purchase, but also from your website or blog. People are more likely to make a purchase when they feel they’ve made the decision themselves, rather than having the benefits of a product foisted onto them. Maintaining a focus on keeping your audience informed will be more beneficial by creating leads in the long run
Contribute to Relevant Communities
Publishing your own blog is important— to further distribute your information and attract more readers (and prospective buyers) by guest posting on other relevant blogs. After all, when it comes to your content readership, the more eyes, the better, not just from a brand-building standpoint but also in terms of creating a larger audience with a potential for new leads.
Your content marketing strategy is a work in progress. Constantly examine your data to find out how you can tweak the type of content you publish and how you distribute it to make your strategy even more effective.
How is your company or brand approaching content marketing? Do you have an actionable strategy in place?