With the increasing importance of content to commercial success online, content is not something to pull up stakes to an intern; it takes a strategy to ensure it really supports marketing.
Like all marketing activities, the objective of content marketing is to convert prospects into customers and establish more loyal and relevant relationships with existing audience. While the ultimate goal is to drive increased revenue for companies, content marketing is more focussed on presenting information and advice that enrich people’s lives.
Here’s a six step approach to a business content marketing strategy that I have been following since past few years.
Theme selection: define what you want to be celebrated for. There is a content overload in the world. Your content must be valuable by educating or informing the audience on a deeper level. The magic occurs when you encounter a subject you are knowledgeable in and that the market is still waiting for. Choose your content domains smartly and be consistent in your selection.
Content conversion strategy: content marketing has to contribute to an increase in revenues. Think upfront about where conversion should take place. Define a top conversion point and lead people to this point through your content. Make sure you are not using your content marketing strategy as a hybrid sales strategy; readers will look properly through this and click away from your website in search for conversions.
Content planning: once you have defined the themes and the conversion strategy, create an editorial calendar. Put up a roadmap so you recognize when and where content will be dealt. If you’re too busy to run the program yourself, assign a member of your team to prepare it for you. Streamline the content calendar with all other marketing actions in order to increase impact.
Create shareable content: once the content is established, people will respond to it. Be candid to this engagement from your audience and be ready to answer questions or to give feedback. Good content does not constantly has to be entertaining, but humans learn in an inborn appreciation for the content that induces them to cringe, laugh, or cry. Users also tend to discuss and share content a lot more when it impresses them on an emotional level.
Facilitate content conversation: The content needs to be easy to share and worth sharing. You require to remain in front of your audience as much as possible, without being an irritation.Masses tend to broadcast content that is positive, relevant, appealing and contains a benefit. Don’t be afraid to filter out what isn’t working and write more about the subjects that are gaining traction. Take that into account during the creation of the content.
Measure success: the moment the content strategy is up and running you can measure its impact through a set of relevant KPIs. As you work to push out timely content, look at performance and engagement based on analytical data, not common sense assumptions.
The recipe for success is simple: provide people the information they desire, when they want it, and where they want it. Yet, in reality, following this formula can be difficult and complex. Even so, I am following these 6 steps in approach to content marketing, helping me creating successful content strategies for brands I work with.