Content creation is an important part of any brand’s strategy – demonstrating what your business is about and what knowledge and services you provide and bring to the industry. The management of this content forms the very basis of content marketing.
So what is content marketing exactly? Google says that it’s “a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”
Content on the internet (and elsewhere) literally becomes the voice of the brand and that’s why content marketing needs to be taken seriously. How can a brand expect to build an audience or increase its revenue if doesn’t manage its content strategically? Whether your brand is working on improving an existing content marketing strategy or developing an initial plan, it’s helpful to keep the following tips in mind during the development phase.
What Should A Content Marketing Strategy Broadly Include?
There are no definitive ‘rules’ to follow while making a content marketing strategy as each strategy will automatically be unique to each business. A content strategy usually contains an outline of key business and customer needs, plus a detailed plan for how you will use content to address them.
Your Business Outline – By openly communicating your reasons for creating content, the risks involved, and your vision of what the end result will look like, a clear structure for your strategy will materialize. You can also include obstacles to overcome, the goals you wish to achieve and the unique value you want your content to deliver.
Know Your Audience – Whom will you create content for? Lock down on your audience personas and don’t deviate – creating content for everyone will make your brand seem scattered. And remember, a brand’s content should guide the audience in the right direction during every stage of the buyer’s journey.
Brand Story and Tone – Here is where you’ll decide on the tone and vibe of your content. Do you want to see conversational, fun and friendly? Or serious and authoritative? Once shared with your audience, you can even observe reactions and feedback.
Choosing Channels - Brand conversations can happen on many platforms such as Facebook and Instagram, blogging platforms, in the form of infographics being syndicated on different websites, etc. It’s important to pick platforms that your brand can make the best use of instead of using every platform without a precise aim.
If you want your content strategy to succeed, be authentic with your content. Your audience will be able to tell if you’re faking it. A recent study found that 50% of buyers buy according to their level of trust in a brand. Your audience will also more likely be engaged with your brand if brand values and personal values align. For example, Amul is a company that has a very authentic and distinct form of communication with its audience. It wouldn’t be mistaken for any other brand.
Start A Blog – And Be Consistent!
Source: Business 2 Community
Blogging is a great way to connect with your audience and establish your brand’s content base. While it may take some time to effectively see returns on blogging, it’s also been found that businesses that blog get 67% more leads than those that never blog.
The key to a successful blog is writing consistently and including a mix of industry news topics and evergreen topics that you think your audience would like to read. Chart out a publishing and content creation schedule and stick to it.
Engaging with one’s audience, especially on social media platforms, allows a brand to connect with customers and users on a more human level. As long as you publish great content on a regular basis, you’ll have a lot of positive activity on both social media and directly on your website.
From building the foundation of your content marketing plan to adding tools to better manage your content, setting up a strategy is one of the best things you could do for your business. Like with any other marketing strategy, once your content marketing strategy starts growing and evolving, ensure that you re-evaluate your business goals and vision in order to strengthen your digital marketing plan significantly.