Marketing your business is tough. Whether you choose social media marketing, email marketing or content marketing, you’re in for an uphill battle. But there is a method to the madness of these strategies. And today, we’re going to break down the key components of the most popular approach in the digital media marketing ecosystem: content marketing. By the time we’re done here, you’ll be armed with all the tools you need to build the most effective and efficient content marketing strategy in your industry.
- Know Your Target Audience
Trying to build a compelling blog without breaking down the needs of your target audience is like trying to shoot an arrow with a blindfold on. You can’t expect to hit your target if you don’t even know where it is. The beauty of a well-built blog is that it’s a great tool for bringing in new customers that you’ve been unable to reach through traditional marketing channels. More importantly, it’s a powerful way to build a relationship with both potential and existing customers.
But it only works if your blog consistently brings value to your readers. And that starts by understanding who you’re appealing to with your content. When you’re determining who to target with the content on your blog, try to think about:
- How old they are
- Where they are in the world
- What their annual income looks like
- How educated they are
- Their hobbies and other interests
Once you’ve determined what your target audience looks like, you’ll need to decide what to blog about. And I can’t stress this enough — you can’t make it about your brand. Your blog isn’t in service to you and your business. It’s in service to your audience and their needs. There’s nothing wrong with a strong call to action (CTA) at the end of your post, but the content itself should be crafted with the sole purpose of providing the reader with value.
- Choose Your Topics Wisely
To be fair, picking the right topics for your blog won’t be easy. You need to have a deep understanding of your customer’s psyche. You should know more than just the basics I listed above, that’s for sure.
Understanding your audience’s pain points is crucial when it comes to producing content that they actually want to engage with. It helps quite a bit if you have a passion for the industry you work in, that way you already know some of the more common pain points.
But even if you have that slight advantage, you’ll still need to do research about the people in your target market and see what they’re sharing and retweeting on social media.
From there, make sure that your value-driven content is accurate. Find data about the problem and create content backed by real numbers and studies. This alone can help elevate your content, especially if you’re not big on the creative aspect of content marketing.
- Build A Content Calendar
This might sound a bit rudimentary, but make no mistake: having a content calendar is going to be massively important when it comes to creating an impactful content marketing strategy. The secret behind successful content marketing strategies is that they rely on two key components. The first is the actual content itself. If that’s not up to par, you can’t expect any success in your marketing efforts.
But the second issue is particularly important when it comes to dealing with the modern consumer. If your content isn’t consistently being published, you’re going to have a tough time finding an audience willing to pay attention. The sad fact of the matter is that most blogs end up in a sort of content marketing limbo, lost in obscurity. They may have been developed with the best of intentions, but now they’ve just faded into the background of the digital media marketing world, never to be seen again.
If that sounds intimidating, it’s important to remember that consistency matters more than simply having a high volume. People need to be able to depend on you when you say “new blog posts every week” or “new blog posts every Monday, Wednesday, and Friday.”If you’re worried about frequency, consider setting realistic expectations for your frequency. If you end up running out of time to dedicate to your blog, consider hiring a copywriter to update it for you.
- Make Your Content Multimedia
The truth about creating content for the modern consumer is that, more often than not, simply having pages and pages of text is going to alienate a huge portion of your audience. If your posts are short and sweet, it’s fine. But if you expect readers to sit there and review your 2000 word case study on the best free logo maker, you’re going to be sorely mistaken.
Add images to break up giant blocks of text. Add videos to appeal to the visual learners in your audience. Add infographics to visually clarify your findings. If you want your content to stand out in a sea of similar content, you’ll need to make it multimedia.
What strategies does your business employ to create marketing content that drives sales? Share your insights in the comments.