The invention of the Internet has added a new dimension to the way businesses are done. This is especially true for content marketing
, which has opened up new opportunities to businesses. Companies can easily reach their targeted audience with the help of content marketing. They can position their brands more strongly by devising appropriate strategies that are suitable to them.
In a survey conducted, more than 70% of those who were interviewed accepted that with the help of useful content, they were able to make informed choices. Simply put, content marketing can help companies to generate leads, support their marketing efforts and improve their search engine rankings.
The following points may be useful for devising a suitable strategy for content marketing:
The strategy you devise should suit your targeted audience and hence, you must first study your audience to know what can motivate them to buy your product. You have to develop your content accordingly. You should choose the content channels also depending upon these findings.
While devising your strategy, you should take into account the inputs you get from all possible sources. This means that you should not ignore the thoughts or ideas given by your junior sales people. They are the people who are in direct contact with the customers and so, they can come out with gems of ideas. If you know what may interest your customers, you can plan your strategy accordingly.
While conducting training sessions for your employees including sales people, you should bring external thought-leaders also. These external people can give several new insights about the industry and the current trends.
Your content should not only speak about your company and products but about other related information that may interest and may be useful to customers also. This means that you should always be on the look-out for innovative and interesting information that may be useful to customers. You should deploy a competent and dedicated team for developing such contents but, these team members must be open-minded and should be ready to imbibe all the information they may get from every source available. You can entrust the task to an external agency, if necessary.
Your content should reach your target audience on time. You must not forget the fact that customers can get information from various sources. If you delay providing your information, they may get the same information from some other source. So, you should have a good system in your company with which contents are approved quickly. Though your team is responsible for providing contents on time, you should not shirk your responsibility for effecting quick approvals.
Keeping the team that provides content highly motivated is very important. Some of the team members may get motivated by timely payments, a few others may like to have flexibility in their working, some other members may like appreciation and so on. Content producers are creative and unless they are motivated properly, they may not come out with excellent ideas.
It is important to review the quality of content periodically because the industry in which you operate keeps changing. So, content should also be changed depending upon the changes that take place. Further, customers to whom the contents are made available should be able to take action on them. If abstract and ambiguous contents are provided, customers may not find them useful.
It is not wise to hoard or hide contents. You cannot assume that the ideas that come to you may not spring from the minds of others. If your competitors present the ideas to customers much ahead of you, you cannot expect customers to come to you for advice or help.
Content marketing should be done consistently. So, your team should also be able to add a personalized touch to the already-published contents and present them to customers. Such retelling of already-published stories, instead of regurgitating them, is known as Content Curation.
You can also try “content partnership” with which you can leverage the audiences of other companies and benefit from it.