Whether you are a leading corporation facing intense competition, a mom or even an ordinary restaurant, digital marketing has for quite some time now been the key method to find new business areas. Companies are placing their money on methods of online marketing that focus on directing traffic from local and global markets to their specific website. If you have yet to comprehend the importance of using methods of inbound marketing, including content marketing, there is a high possibility your rivals are taking away a large portion of your share of the market. Customers and prospects from all walks of life, including various ages, genders and even income levels are seeking data on the Internet and putting away all other traditional methods. To be frank and honest with you, if you haven’t thought of or begun investing in content marketing as a major part of your overall marketing plan, it is already too late and you shouldn’t lose any more valuable time. While being one of the least expensive methods of modern marketing, it has also proven to be one of the most effective. Simply put, content marketing is a must-learn all for modern marketers.
What is content marketing in plain terms?
Content marketing is a marketing approach of strategic nature focusing on creating and distributing content that is valuable, relevant and continuous content used to absorb, attract and also retain a well-defined audience. The ultimate goal, of course, is to absorb and promote customer action that in the end becomes profitable.
Written, image and video content is used in content marketing to match customer queries in search engines with topics in your field of interest, or niche if you will, with the ultimate goal of leading interested visitors to your website, or also landing pages.
How does one start?
Content marketing, similar to tall good methods of marketing, begins with a well-planned blueprint. Before jumping into this new method of marketing, it is a much better idea to sit down with your marketing team and establish a plan for the next 6-12 month period. Understanding and fully comprehending the nuts and bolts of content marketing is vital before using such a technique. Moreover, proper content marketing is not a concept that renders immediate results. Despite the fact that content marketing may be able to attract new business from day one, the actual portion of content marketing begins at a slower pace before reaching its climax in efficiency and effectiveness.
Establishing personas of buyers
Establishing buyer personas is the first step of content marketing. This is accomplished by starting to examine your offerings of products and/or services, while also establishing one or more consumer facades to map the ideal customer for your company to purchase your products. “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers,” according to HubSpot. For the objective of creating a buyer persona, market researching is needed into who actually is your best customer, and then you have to begin digging deep to characterize more about those customers. Once completing a persona, you should have the ability to share discussions about this customer prototype, including their demographic, lifestyle, interests, hobbies, family, and why they are interested in buying your company’s products.
What are customers and prospects after?
What your content should actually be is the next step down this road. One thing to always keep in mind is to conduct interviews with your sales/customer service teams to prepare a list of questions that are common from the perspective of real people. There should be at least 20 questions to establish the starting point of your content. Great help in understanding consumers can be obtained through social listening data. On your quest to create more content, you should keep in mind the concept of searching for new topics or further developing your original list.
Researching for keywords
Conducting keyword research is a must before beginning any content creation. Discovering what keywords (being single words or phrases) people use most in typing into a search engine to find the products and services provided by your company, is all considered keyword research. The objective of such probing is discovering keywords that are being typed in by users and are not faced with stiff online competition. However, do keep in mind this skill needs experience to conduct such research and you will most likely be needing to bring an expert on board to your team to tackle the research for you.
Developing necessary content
Finally, you are ready for the phase of actually creating content. Various methods such as articles, blogging, images, social media, videos and much more are used to create content. Piling up your website with adequate SEO-packed content parallel to launching a weekly blogged linked to an email list. Your current customers can be placed in your e-mail list to begin with, and add on to the list as you go forward. Using keywords and personas you have found in your research and in creating each piece of content. For example, a single post takes advantage of a single primary keyword and targets one persona.
The practice of marketing your content
Marketing the content you have prepared is considered the last step. Once established your content is ready to be sent out to your already existing email list. You are able to market the content to a wide new audience reflecting your buyer persona, all through the use of social media, online ads and, of course, SEO. In the search for successfully growing your business, you must target your social media marketing to a similar demographic.
Therefore, if you began facing issues with different forms of digital marketing efforts, including a lower response rate, poorer rates of engagement, and finally, decreasing the rates of conversion, take into consideration that the problem might not actually be in media mediums. This is only a signal telling you to begin thinking about establishing great content for your customers. Something that is all about them, and not just the products you are offering.