Jumpstarting Your Content Marketing!
Content marketing is the strategic marketing approach of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Content marketing works by capturing the attention of your desired audience members and helping them address their informational and task-oriented needs. The aim is for that audience to grow to trust and rely on your guidance, recognize your company’s unique value proposition, and reward you with their business.
Content Marketing has three essential characteristics:
Valuable: Content marketing is most likely to succeed when it serves an unmet need (e.g., delivering critical information buyers are likely searching for, providing a tool or technique to make their lives easier, or guiding them through the steps of a complicated process).
Relevant: Your content should appeal to audience interests and information needs – not just perspectives and priorities your business wants to further.
Consistent: Viral success with a single content piece feels great in the short term. But you’ll only get those visitors back if you consistently offer something valuable. That means you produce and deliver valuable, relevant content on a reliable schedule.
Why utilize Content Marketing?
Companies use content marketing to meet several different goals. Some of the most common include:
Brand awareness: Getting discovered by the right consumers
Building a subscribed audience: Capturing the interest of casual readers and getting their permission to send content to them
Lead generation: Identifying and qualifying consumers who are most likely to become customers
Driving loyalty: Retaining your existing customers by increasing their positive perception of and satisfaction with your business
Increasing sales and profitability: Closing more deals, reducing your marketing costs, and opening up new revenue streams
Content marketing isn’t a replacement for other promotional techniques. Instead, content marketing works best when used to complement other marketing efforts that support your business goals.
While no single technique for developing and managing content suits every organization, focus on these five core elements to run a successful, scalable, and highly strategic content marketing operation:
Purpose and goals: The foundation of your content marketing strategy – why you are creating content and the value it will provide for your business
Audience: A well-defined explanation of who your content can help the most and the benefits your program will provide them
Brand story: The specific and compelling ideas that will flow through your content and how they will reflect your organization’s values and brand voice
Processes and teams: The details of how you will structure, plan, execute, and manage the tasks involved in activating your content marketing strategy
Measurement plan: The way you will monitor the performance of your content, evaluate its impact, and implement processes for ongoing optimization
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