You’ve undoubtedly heard the saying, “Content is king.” While you might be sick of hearing it, that doesn’t change the fact that it’s true. Content is the foundation of marketing. It’s time to start thinking of your company as a publisher. You need to share content with your target audience that educates them and builds trust with them.
Before you start publishing content, you need to develop a content marketing strategy. You can do so in 5 simple steps:
Identify your goals – What are your goals? Who do you want to reach? How much market share are you trying to achieve? Are you trying to change the perception of your brand? Increase brand awareness? Make a list of clear organizational goals, so you’ll be able to track your progress more accurately.
Define the informational needs of your target audience – Content marketing boils down to giving your buyers informational that’s useful to them. Listen to your customers. Interact with them. Find out what’s important to them, and build content around that.
Know what action you want readers to take – What is it that you want your readers to do with your content? Share it? Get motivated to learn more about your company? Place an order? Sign up for an email list? Download something?
Figure out the medium – There are many different ways to distribute content to your buyers—blogs, emails, ebooks, white papers, social networking websites, press releases, articles, case studies, testimonials, reviews, etc. Find the right mix for your company.
Track your results – You can’t know if your content marketing strategy is working unless you track your results. For all online marketing, use web analytics to measure your traffic, traffic sources, visitor activity, etc. Measure everything against the initial goals you set. If you’re not progressing steadily toward those goals, you may need to reconsider your content marketing strategy. Maybe you’re not producing content that resonates with your readers. Maybe you’re giving it to them in the wrong format. Or maybe you’re just not promoting your content enough.
How has your business used content marketing? Share your experiences by leaving a comment below.