Follow This Guide To Make Your Content Marketing Connect
Follow This Guide To Make Your Content Marketing Connect
Understanding that you need to invest more time and resources in developing your company’s content is one thing, but effectively implementing a plan that engages your potential customers and keeps them engrossed in your subject matter is quite another. You have to start by asking yourself some fairly existential questions. What is your purpose? Who do you serve? Why should anyone care to look at your content in the first place? When you start seriously delving into these fundamental topics with your team, a picture of your content strategy should begin to emerge.
Ready, Aim, Fire (in That Order)!
The concept of beginning with the end in mind will take you farther along the path of developing successful content ideas for your company. Set goals. Sounds simplistic on the surface, but when you skip the crucial step of defining what you are hoping to accomplish with your content program, the tendency is to blast out content pieces that are unrelated to each other. What you are seeking is to build a whole entity; a library of knowledge that will position you as a leader in your field and a trusted source of reliable information. Some possible benefits of viewing your content as a complete body of work instead of individual pieces include:
- Meaningful brainstorming sessions – When you are constructing content all aimed in the same direction, everyone involved naturally challenges every new idea for content with, “How does this fit into the goal?”
- Reusable content subjects – Once a content idea passes muster for applicability, you can recycle it time and time again in different formats designed specifically for various devices and micro-moments.
- Razor-sharp focus – Searching for themes that come under the single “big idea” that you develop for your business can transform the way your company operates. By continually communicating your purpose to the world, you and your team ingrain your objective into your collective cerebral cortex.
Don’t make the mistake of thinking if you buy articles from a blog writing service you can let them decide everything about your content. Good content marketing companies understand the strategies and best practices of digital marketing and employ great writers to convey your message, but no one understands your business as well as you do.
5-Step Action Plan To Get People More Involved With Your Content
Now that you recognize that a great content strategy is comprised of ideas all serving the same goal, it is time to get busy producing information packages that will attract and hold the attention of your desired audience. Remember, since each piece of content you publish should work within the main idea, the pressure is off to make each article sell something on its own. Stay committed to the idea of building a knowledge base for your customers. The following tips make up a 5-step action plan to get you started producing content that your customers will crave.
Step 1: Understand Your Audience – Doing the proper research on your audience is vital to creating compelling content. Identifying their pain and pleasure points helps you to see how what your business offers helps them improve their lives. Your relevance to their individual needs keeps them consuming your information and buying your products.
Step 2: Plan To Give Away Value – You know how the free samples they give away at the store come in tiny little paper cups? In the content marketing world, imagine the free samples in 55-gallon drums. Slight exaggeration aside, the more valuable information you can give away for free, the more your customers will appreciate and trust you. Those positive feelings will translate into action when they turn to you when they decide to buy.
Step 3: Get Your Facts Straight – Make sure you check and double-check for accuracy in all the content you publish. As you build your reputation as an authority, the last thing you want is a sloppy inaccuracy creeping in and setting you back. Never forget, you are helping your customers build their own reputations when they share your content with their peers and superiors. The idea is to make them look stellar for trusting you, so don’t let them down.
Step 4: Mix it Up – In today’s world, limiting yourself to just blog posts is like ordering vanilla every time you visit a Baskin Robbins. Nothing wrong with vanilla, it’s fantastic, but with so many choices why limit yourself? An assortment of targeted pieces can help keep your fans coming back for more. Here are a few ideas:
- Videos: Anything in the “How To” genre is huge right now.
- Slide Decks: Convert and share that presentation you gave.
- Interactive Polls: Most people love an opportunity to share their opinions.
- Listicle: A list plus an article equals a listicle, and their easy-to-read format with lots of useful information make them super-popular.
- More Options: Infographics, white papers, case studies, e-books to name just a few of the ever-increasing content vehicles available to keep your customers satisfied.
Having so many choices makes it easy to reuse key subject ideas without seeming redundant. Also, the best part, all of these content types are sticky—just like ice cream!
Step 5: Keep it Real – Arguably, the most important thing you and your team can do is create an authentic voice for your brand. Keep your content on a human level to establish a genuine connection between buyer and seller. Continually stress your voice guidelines to anyone who produces content for your brand. You want to keep striking the same emotional cord with your audiences, and just like in music, one sour note can have a jarring effect.
Perfecting the Plan Over the Long Run
Committing to enacting an effective content strategy plan is not a single endeavor. To obtain any success, you need to be ready to stick with it. Your goal is to reach your desired customers, connect with them and add value to their lives with the purpose of building relationships. Finding out what people want and giving it to them is an obvious path to success. Once you have won their trust and patronage, live up to your claims. Follow these guidelines, and your customers will undoubtedly view you as a valuable asset worthy of their patronage.