For every brand, business and blog, getting your content out there and seen is an important part of your marketing strategy. We couldn’t agree more with the saying ‘content is king’ as we see online media heavily influence the way we communicate with audiences today. With new trends emerging and savvy consumers demanding more from content, it’s always good to take a step back and ask yourself, “Am I creating remarkable content?”
Planning is a critical step in developing great content
The overall objective of your content strategy is to attract, convert, close and delight. It’s all about gaining the attention of your desired audience and keeping them coming back for more. Capturing your target market’s attention in an over-saturated media landscape is both science and art, requiring planning and preparation.
Just like any business or marketing strategy, a content strategy is a high-level plan that brings into alignment your objectives and target market so the content you produce is relevant, meets a need and hits your niche. A clear strategy must underpin all your online marketing efforts to gain a higher level of engagement, conversion and retention from your audience.
An example below outlines the process involved in developing your plan, but we recommend you work with a professional agency in getting a tailor-made solution for your business.
Keep your content educational not promotional
Knowing your target market is a key step in creating content that resonates with your audience. When consumers go looking online for information, they’re searching for how you can solve a problem for them. Here are two areas to focus on that will help you get an idea of the big picture, but also help you pin-point what to say and when.
Buyer’s Persona (who you’re trying to reach) – get in your audience’s shoes and really understand who they are. What are their demographics (age, gender, income, profession etc), what makes them tick? Do they love sports, travelling, health and fitness? Are they vegetarian or vegan? What TV shows do they watch? Narrowing down this information to as minute detail as possible means you will be speaking their language and relating to your audience as though you were their best friend!
Buyer’s Journey (at what point in their journey your content will be useful to them) – everyone will go through different stages in the sales process and your job is to create content for every stage of the cycle. If they are still identifying their problem then address the problem and empathise with the issues they face. If they are looking for solutions, then give options and offer useful information. When they’re ready to make a decision, create an appropriate call-to-action so they can buy, subscribe, share or comment.
It’s important to note that sales and product information does not always equal remarkable content. A product brochure or lead generation page, whilst important and serve their purpose in the decision-making process, aren’t always solution-based. Most consumers aren’t ready for hard sales or technical mumbo-jumbo. For example, retailing supplements online is much more than a picture of a vitamin bottle and a RRP. It’s the whole journey that addresses a health problem requiring a solution that promises a better quality of life.
Your content is only as good as your delivery
While you may have invested time and effort in developing a Facebook advert, writing a blog or scripting and recording a YouTube video, your content will not be seen unless it is distributed to your audience. Pressing the publish button doesn’t automatically generate leads or get readers subscribing without sufficient promotion. Think of your content like a gas tank and your promotion as fuel. It’s what’s going to drive consumers to your web or social pages and gets them interacting with your content.
Delivery needs to be consistent and align to your brand and overall messaging. There are different methods such as paid advertising, sponsorship and endorsements, email and automation, sharing via social channels and search engine marketing. The list is endless, which makes it all the more important for you to plan your content marketing efforts.
Remember, less is more. Your audience is busy and probably just as busy as you are. Make it easy for them to find and interact with your content. Ensure the content is interesting, engaging and addresses their solution, at whatever stage of the cycle they’re in. Use the appropriate channels of delivery regularly and consistently so you are always at top of mind. When in doubt, get in touch with the pros and let us craft a strategy and disseminate remarkable content that gets everyone talking about your brand or biz.