Content marketing means producing content the public find genuinely useful with the goal that their engagement with your brand will lead to new conversions and more customers for your business.
Most of all: it works.
After all, a content marketing strategy for success is simply an indirect approach designed to develop a relationship that results in happy customers.
Read on for our ESSENTIAL OVERVIEW…
Your Content Marketing Goal
With content marketing you want to increase traffic to your website, and to your business if you have a physical store. If your business is all online, you still want to create traffic, but that should not be your ultimate goal.
Why? The first goal of content marketing is to get traffic to your site BUT the ultimate goal is to get more sales. Traffic matters but the mark of success is how well your business does.
Content Marketing Success
There are two immediate signs of success to aim for in content marketing: one occurs when you see your content being shared, as this means your audience have found it to be genuinely useful.
The second sign should be the creation of more customers.
If your content isn’t appealing, people will skip it and it will fail. You can have great content that people love, but if it does not bring in customers, that too is a failure. Success is when both happens – you give the reader something of value and as a result they become your customer.
To have a successful content marketing campaign, we need to define your sales strategy vs marketing strategy. After all, marketing ‘brings them in the door’, but the sale still has to be made. You need to have a strategy for both.
Examples of great Content Marketing Campaigns: 25 Clever Content Marketing, 16 Companies Dominating the Content Marketing World and 7 Brilliant Content Marketing Examples
Content Marketing Strategy
There are some key components to a successful marketing strategy:
- Research of the market
- Defining who your customers are
- Defining or understanding your position
- Analysis of the competition
- Your budget
- Analysis of metrics
Within this, some essential considerations will help develop the best possible approach to content marketing for your business:
Content Marketing Personas
You can create ‘personas’ to show an example of the targets of your content marketing strategy. Define your ideal customer. What need do they have, where do they live, what do they like. Find out as much as you can about your ideal customer by asking questions, researching your existing metrics (such as web and social audiences for your business) and using your imagination to get the answers. Your campaign will target this persona.
When you are getting content and planning your content marketing strategy template, keep that ideal customer in mind. Always ask how she will react. How will she respond?
Content Marketing Metrics
Your strategy should also include follow-up and metrics. This means meaning keeping a close eye on the detail – the ‘from where’ and when – of new traffic. Is the traffic being shared? Which content is gaining most engagement?
You also have to find out if your content marketing is resulting in sales. If you have a constantly growing website but are not seeing additional sales, your campaign is not really a success.
No matter how good your plan, or how much you have studied how to develop a content marketing strategy, you still have to be prepared to make changes. No matter how much you plan, and how much you do, there is no way to completely predict how an audience will response. This means adjusting your content as and when necessary.
Summary: Why Content Marketing
The ultimate goal of a content marketing strategy for success is to build trust and a relationship with people who need your product.
While general advertising sends a message to the general public, with content marketing you are reaching out to an individual.
After all, the most successful campaigns are those that will show the customer that, because you are the leading specialist in their area of interest, you are the person best suited to meeting their needs.
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