In today’s digital marketing arena, social media, blogging and paid media all interact with each other to generate more sales opportunities and conversions, especially when you present content in an authentic and meaningful way. Unique content that meets your target audience’s needs is only the beginning of the process, which most importantly requires the right connections. In 2017, your business will need to be prepared for even more changes in this “people driven” environment so there’s no time like the present to either come up with an effective content marketing strategy or to transform the one you already have in place.
The following 3 questions can help you transform your content marketing.
What kind of consumer experience do you want to create?
The experience you create for your target market needs to be one that they remember – and in a good way. For a content marketing strategy to be successful, it needs to be personalized, speaking to a specific audience that has a specific need, at a precise point in the potential buyer’s journey. In other words, it needs to be made up of targeted content that echoes a deep understanding of who your potential clients are and where they are in the buyer’s cycle.
To produce targeted content, you’ll need to come up with the appropriate message to funnel your target market through each step in their journey. For instance, based on where they are in the buying process, they might respond better to content that raises awareness (helps then understand what your company does and how it can help solve issues they face), fosters comparisons (by making it possible for your business to showcase its expertise, knowledge and high quality services and products) and lastly, encourages conversion by offering the appropriate information to make sure that potential buyers have everything they need to confidently sign up for your services or purchase your products.
Why do I need a content marketing strategy?
While traditional marketing still has its place, it is fast becoming less effective if it’s not combined with a well thought out content marketing strategy. By combining the two, you’re opening the door to new and exciting possibilities to generate increased engagement. What’s important to remember however is that you need to seriously think about what it is you hope to achieve. If the only reason that you’re considering content marketing is to replace your traditional marketing efforts, you’re going to be disappointed in the end results.
What value are you offering in exchange for their business?
The primary advantage of content marketing is that, when executed effectively, people see the value of what you’re offering. Therefore the first principle of any content strategy is to be clear about what value you’re offering. Do you have relationships you can leverage? Are you offering advice? Are you educating them? It’s important that your content offers the expertise and resources in a way that is consumer focused, engaging, holds their attention and encourages an ongoing relationship.
Most important of all when it comes to transforming your content marketing strategies is to avoid thinking of it as merely another marketing ploy. Instead seriously think about creating an experience that your potential and current clients will value.
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