Content Marketing: it seems like such a vague, empty concept. But, when done in a targeted manner, it’s anything but.
But before we get ahead of ourselves, let’s lay down the basics and answer that question:
What is content marketing?
Content marketing involves creating and distributing valuable, relevant and consistent content. It can take many forms including infographics, podcasts, YouTube videos, quizzes and even eBooks.
But you’re not just aimlessly throwing words and videos out into the void: there must be a driving force behind it. Broadly speaking, there are three main goals with this medium. The first is to increase awareness– the number of people who know and understand your brand. The next is engagement– the people who are willing to consider your brand and how it might benefit them. Perhaps it’s enquiries, or even something as simple as comments on your YouTube posts. And then there are conversions: sales, donations, sign-ups.
But how do you achieve these objectives? Be there for your clients! Provide truly useful content to your customers to help them address whichever issues they are experiencing. Anticipate your customers’ needs rather than working yourself ragged creating demand for new needs.
Generally speaking, there are three steps to creating (and marketing with) content. Firstly, you must define the target audience and their needs. You must look beyond your customer’s sole interests concerning your products and services. Rather, explore age groups, hobbies and lifestyles. Explore what they are searching for when they first encounter your brand. You need to define the individuals to whom you are selling. Secondly, you must determine the types of content. This content needs to resonate with your customer and depends on your business’s goals and target customers. So, are your clients millennials on Instagram? Do they read their emails? When and where do they make their purchases? The answers to these questions become important considerations when designing your content marketing strategy.
Lastly, you need to establish a content management system. This is necessary to help with content creation, publication and analytics to track the success of posts. This can be a simple investment in a calendar– or a content marketing agency like Dando, who run your entire editorial schedule for you. We even have a specific platform to bring the important data right to you.
So there you have it!
Content marketing allows potential clients to navigate through content and find value in it. You do not have to engage in any high-pressure sales tactics to make a profit– all you have to do is keep you client and their needs in mind and always think about what would be most helpful for them. Pretty clever, eh?