Content Marketing is an online strategy that involves creating and distributing relevant and valuable content to a targeted audience. It aims to increase brand awareness and preference. It also makes sure that the information presented reaches a large group at a lower cost.
Every firm wants to have content marketing strategies that can help them achieve their goals because, at the end of the day, it wants to increase its revenue. Since traditional marketing methods are becoming less effective, companies are embracing content marketing.
It is important to keep note that the content should be of high quality and answer clients’ needs and questions. Only when the customers are attracted by the content they will have the interest to know more about the company, its products, and services. Different tactics that can be used, such as:
1. Content Diversification
Whenever a company is thinking about reaching a large audience, it should keep in mind that different people have different tastes and preferences. With that in mind, it is vital that the firm’s content is diversified. Use of videos and pictures will attract audiences that prefer watching to reading.
2. Social Media Focus
Social media has become the new best friend to a lot of users. Organizations should always make sure that the social media enthusiast group is well-targeted by their marketing strategy. In order to get enough traffic from social media, the content created should be easily shareable.
At the same time, a company should return the favor by sharing other materials that they consider worthy of reading. Social media management might be overwhelming sometimes because updates and reviews are occasionally needed. It is therefore important to have a social media organizational calendar to guide you through the process of creating the best social media content.10 #Content #Marketing Strategies and Tactics for Pros via @lilachbullockClick To Tweet
3. Customer Engagement
When it comes to content marketing strategies, it is important to engage the customers in almost every action. Quizzes and polls represent a good way of making the clients feel like they’re a part of the company’s team.
People will take part in the filling of questionnaires and rating and will probably share it with others so they can also be a part of the community. This way, the more people are being exposed and view the content, the number of potential clients grows.
Engaging the existing audience can be a great way of attracting new people who might be interested in the company’s concept.
4. Having a Target Group
A company’s products and services might be aimed at a particular group. If this happens, it is important that the content marketing strategy is shaped in a way that addresses only to the targeted audience. Before starting any kind of marketing strategy, every company should have identified its customers. Then it has to identify their traits, values, and habits so that it becomes easy to pass the contents to them. Sometimes, there is no need of having a large audience, because a small number of customers can benefit too from the services.
Before starting any kind of marketing strategy, every company should have identified its customers. Then it has to identify their traits, values, and habits so that it becomes easy to pass the contents to them.
Sometimes, there is no need of having a large audience, because a small number of customers can benefit too from the services.
5. Using Paid Channels
As much as there is a tendency for firms to reduce their marketing costs, it is important to note that sometimes it is vital to use money to get more money. Free content marketing can be successful in bringing more clients but spending some money on content marketing with companies whose services are to promote other companies’ content, will increase contents review. These firms are best known for the fact that they perceive what exactly to give the audience in order to attract its attention. Their specialty lays in studying and understanding the audiences targeted by their clients.10 #Content #Marketing Strategies and Tactics for Pros via @lilachbullockClick To Tweet
Free content marketing can be successful in bringing more clients but spending some money on content marketing with companies whose services are to promote other companies’ content, will increase contents review.
These firms are best known for the fact that they perceive what exactly to give the audience in order to attract its attention. Their specialty lays in studying and understanding the audiences targeted by their clients.
6. Using Branded content
So you’re creating great content. But how do you get your brand out there with your content marketing campaign? The answer is branded content. You want to create content that’s tied to your brand in a way that’s valuable, entertaining, relevant and engaging. It’s not a matter of simply creating a piece of content and sticking your brand logo on there.
A great example of branded content is GoPro. The company uses stories from their customers and inspiring recordings (such as a POV of a dog racing towards the beach) to demonstrate how their products are being used and what their products are capable of.
7. Purchasing Advertising to Content
Sometimes, you need a little push to help drive traffic to your content and leverage the readers to get it shared. That little push can come from paid advertising whether it’s pay per click, social media or display advertising. The pros know how to target their audience in different advertising platforms and they use these platforms to build email subscribers, followers, shares, and sales.
Beginners may feel apprehensive about spending money to drive a content marketing campaign. However, they have to understand that there is a demonstrable ROI that can be found through building leads and followers. While the campaign isn’t sales focused, the sales will eventually come in if the campaign successfully manages to pass the content on to a wide network of readers and sites.
8. Curating and Repurposing Content
It’s impossible to churn out original high-quality content on a regular basis. The best content marketers know this and curate content to help keep up with production. But rather than simply take other people’s content and slap in on their websites, they do various things to make the content unique. They add their own commentary, organize curated content on specific themes, and analyze other people’s content just to name a few things.
One of the most underutilized content marketing strategies for pros is repurposing. If you have a popular blog post, why not turn it into a video and upload it on YouTube? Why not turn it into a podcast episode? Why not turn it into a white paper PDF that you can give away? Content marketers are not making the most out of their existing content when there’s a huge opportunity to do more with the content.
9. Focusing on Design
One of the most noticeable things you see in high-quality content is great design. Most people ignore design when it comes to creating content. They may format their content in a way that’s more digestible and use a few interesting fonts but that’s usually the end of it. The best content marketers put a lot of emphasis on design because they know design sells the content and increases readership.
The best content marketers put a lot of emphasis on design because they know design sells the content and increases readership.
Some of the things that they do include creating a visual hierarchy, providing menus to specific sections, embedding helpful icons, using different sets of typography, and adding visual cues. This creates a piece of content that’s engaging and has high readability scores. All these elements come together to help guide the readers to where you want them to go while keeping them focused on consuming the content.
10. Using numbers to Drive Future Decisions
How do you define success for your content marketing campaign? At the end of the day, it’s all about ROI. The problem with content marketing is that it’s not a straightforward marketing strategy where you spend money and see how much you get back. There are many different elements in play like engagement numbers, sales, conversions and brand mentions. That’s why you need to really look at what your goals are to help determine your success. Here are other content marketing metrics to consider when it comes to your goals.
If the goal is strictly ROI, then you can break down your content based on the source of traffic (search, social media, referral traffic, press, etc.). Then you can use analytics to determine which source resulted in the most sales so that you can focus pushing your content marketing in that specific direction. If everything starts with the lead, then you’ll have to do track the lead down to the source of traffic. If the content marketing is based around an SEO campaign, then you can focus on engagement and links created to drive your campaign.
Content marketing can be very rewarding. It is therefore important to find a good team to lead the division, a staff who will be able to solve any problems that may arise. Companies that did not have the division before might have to get new employees like bloggers, content creators, social media managers to help them with this kind of work.
Content marketing strategies and traits will work only when an organization assigns a huge part of their efforts to them. Working on different platforms like blogs and social media to reach a diverse audience is ideal but at the same time, always consider a targeted audience. As much as content marketing may be regarded efficient, a company should not abandon its other marketing strategies. Having a good content marketing strategy can be a long grind but also can be one of the highest returning digital marketing strategies when done right. If you’ve seen some success with it, you should congratulate yourself for all the hard work you’ve put into getting results.
About the author:
Jason Lawson is a Project Manager who monitors overall progress and use of resources for different businesses. He currently writes for loginonlinehelp.com login guides that guide different users through the process of accessing different platforms. Jason graduated from Master of Cultural Diplomacy and International Events, University of the West of Scotland.