At ProfileTree, we’re proud to be content marketing specialists providing tried-and-tested techniques and services for local businesses. We’re often approached by companies who have dabbled with content marketing in the past. We love showing these businesses how a professional content marketing strategy can take this experience to new and much more effective levels.
How? By using your business strategy to go deeper in finding out how content marketing can make a real difference.
For example, your planned changes: The structure, plans and channels involved in your digital marketing strategy may well be drawn up months in advance. But content marketing is highly-adaptable, offering a way to talk WITH your audience in – say – your new target market.
Want to create a community around a new product? Social content, blogs, emails and much more can be used to start conversations and built interest and visibility. Then, customers journey for members of the community and new traffic brought into awareness of the product can be created.
That’s because useful content can help, for example, to attract traffic searching for the right keywords to site content they’ll want to engage with and share and respond to by converting to find out more. Pulling this together in the right way means forming a community for your audience …meaning they are already part of it when they are ready to buy.
Looking at content marketing by first considering your business and marketing strategies will mean your content goals are genuinely important for your business. It’ll help avoid being distracted by tangent ideas or ‘vanity metrics’ (statistics such as ‘reach’ which don’t enough context, such as conversions etc).
It’ll also help keep your audience, markets and segments in clear sight when content is being created and can be tied to measurable goals. This ‘top-down’ approach brings content marketing into the heart of your business, into the heart of your sales activity and in line with your plans for your business.
The ultimate goal is an overall audience who’ll, instead of seeing generic social posts and constant sales offers, have a chance to enter a customer journey with your business and even advocate for your products or services to others.
All in all, a community of people built, using useful and engaging content, around your business goals.