Content marketing is quickly gaining prominence; allowing marketers to flex their muscles with crisp content creation. But content can prove to be a recipe for disaster if it’s not done right. Just creating content is not enough.
Content is a critical component of your overall digital marketing strategy, which is why it’s absolutely essential that you do it right. There’s a ton of advice available on the Internet about what you need to do to make content marketing successful for your brand. But we give you seven must-dos to make content marketing a success for you.
1. Develop a content marketing strategy and set clear goals
As per the 2017 Benchmarks, Budgets and Trends – North America study by the Content Marketing Institute, 37 per cent of business-to-business marketers have a documented content marketing strategy and 54 per cent of business-to-business marketers rate their content marketing strategy as moderately effective.
This means a content marketing strategy is critical. Even if it’s a bad one you can still fix it. But with no strategy in place, you won’t know what you’re doing: whether your content marketing is delivering the results you want, whether your content is negatively impacting your brand, or whether it’s successful. What will happen: you’ll waste money and time. Plus, you will ruin your brand.
A great strategy starts with defining your key performance indicators, content marketing goals, and which numbers are important (views, shares, traffic, conversions, click through rates, etc). This strategy will need to be revisited regularly and is crucial for success.
2. Churn out valuable, relevant and engaging content
Another goal of developing a content marketing strategy is to know what kind of content your business needs to produce. Content needs to engage, be focused, well-written, in-depth, and valuable. Don’t create out content that makes your brand look bad.
3. Utilize data to put your content in context
Good data and numbers are the foundation of strong content. You might be telling a compelling story, but if it’s not corroborated with suitable data, then it won’t be as credible and impactful as you need it to be.
4. Use different content formats
Text is not the only content format available to your brand. Depending on your business and what your target audience responds to, you can produce content in several different formats including infographics, presentations, whitepapers, videos, etc.
5. Tell a great story and make your customer the hero
We’re born storytellers, and everyone loves a good story. In fact, making your customer the hero of your brand’s story is the perfect way to keep your audience engaged and interested. Successful content marketing incorporates all the elements of fascinating storytelling to entertain and enthrall your target audience. The best content marketing will deliver content that connects to readers personally and that’ll touch their lives in positive ways.
6. Know your audience and solve a problem for them
A good rule for creating engaging and relevant content is to know your audience and address the challenges or problems they’re facing with your content. Create content that’s focused on your audience’s needs and compels them to take the desired action. Make researching your audience a top content marketing priority.
7. Amplify your content
You want content to be read, shared, and talked about, and you want the right audiences to access your content. Creating brilliant content without a proper content amplification strategy is pointless. The goal of content marketing is to make sure it is accessible and you attract the audience that you’re hoping to reach out to.
Think about how your brand can successfully implement a content marketing strategy and how you can best achieve the goals you set for yourself. Good, creative content marketing is essential for influencing how your target audience perceives your brand. No matter how big or small your organization is, make sure you’re creating unique, relevant content, you’re listening to your audience, and measuring your success.