Old ways of
marketing are no longer the best ways of marketing. Digital marketing overtook
the market of marketing few years ago and ‘content marketing’ is considered as its
most crucial subdivision. Here is why –
·
It generates more inbound
traffic to your site.
·
It increases engagement with
the targeted audience.
·
It generates more leads.
·
It increases sales.
·
It builds up natural link of
popularity.
·
It builds brand awareness.
·
It establishes you as a thought
leader.
·
It is cheaper than other
conventional ways of marketing.
In order to get
all the above mentioned benefits of content marketing, you need to do it right.
In this article, you will read how to do content marketing.
Identify and map your buyer personas and journeys
A gunshot is
considered successful hit only when the bullet reaches the right target at the
right time. It is same with the content. A content can be successful only when
it has been personalized for a specific reader (potential client), with
specific requirement, at a specific point of his/ her journey towards buying
your service or product.
To create such
content you need to understand your readers, their personas, state of mind and
the specific requirement that can only be fulfilled by your content or
eventually by your product. To do so, you need to create profiles based on
their demographics and behavioral information. It may cover parameters like
location, occupation, budget, industry, expectations, pain points, their
understanding of your product / service, etc. Doing so will help you in
creating content that will resonate with your audience.
Develop your brand voice and style guide
Tone of voice
and content plays important role in how your customers perceive your brand. Creating
your content with its own distinct and recognizable voice will help audience in
differentiating your brand from your competitors. Finding the right tone is
also important because it must be in sync with your product, service and
industry. The tone can be contemporary, traditional, practical, inspirational,
humorous, or serious.
After finding
the right tone, you need to translate it into your writing style. There are few
elements, you need to consider for doing so like word and sentence length,
tempo, colloquialisms, using buzzwords, jargons, etc. Decide on what tone
represents your brand, create it and apply it consistently throughout.
Create an editorial calendar
It is important
to stay structured in your approach of developing best content strategy and
maintaining an editorial content calendar helps in the process. It provides a
place to generate and store ideas and key topics. It helps you in assigning writing
and other editorial tasks to your teammates. It will help you in creating a
publishing schedule so that you can maintain a consistent presence. It provides
a foresight and allows you to make in-process adjustments with drag-and-drop
ease. It will help you to visualize your marketing strategy in a way that
everyone can understand. It also acts as a communication point for the team
members.
Measure and optimize your content
Running a
business without measuring profit is not good business. Similarly investing in
content marketing without benefits is not good content marketing. Therefore, you must measure the results of
your content marketing. Following is the
list of parameters you may measure to check the ROIs on your content marketing
-
·
Benchmark lift of company
awareness
·
Benchmark lift of
product/service awareness
·
Cost savings
·
Higher conversion rates
·
Inbound links
·
Customer renewal rates
·
Qualitative feedback from
customers
·
Sales
·
Sales lead quality (e.g., sales
accepted leads)
·
Sales lead quantity
·
SEO ranking
·
Subscriber growth
·
Time spent on website
·
Website traffic
Measure above
parameters, see what is providing the best results and where you need to work
and then strategize and implement accordingly. Use your content marketing to Attract, Engage and Convert.
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