Content marketing is a long-term strategy that helps build a strong relationship and trust with your audience. Through content marketing, businesses can attract and retain customers, effectively communicate brand proposals, and build customer loyalty among a clearly defined audience.
Content marketing is not about “what you sell.” It’s about “what you stand for.” Here is a brief guide that tells you all about content marketing if you are new to this field.
1. Why You Need Content Marketing
You need content marketing to gain the trust of your customers. For instance, if you have come out with a new product and are looking to create a new audience, then content marketing is the most effective way to create awareness about your brand. For instance, you can create a video series to talk about the exciting features of the newly launched mobile. It prompts your target audience to see your mobile and creates excitement about the upcoming events. The more they know and like your mobile, the more likely they are to become familiar with your brand.
2. The Importance of Quality Content in Your Marketing Strategy
Quality content helps a marketer attract a new audience by being valuable. High-quality content (read original) gives your audience fresh knowledge, insight, or solutions to their challenges. It only comes after you have fully understood the needs and interests of your target audience. For instance, if your goal is to rank high in the search engines, go for longer 1000+ word content. If you are looking to target mobile users, cut out anything unnecessary and format your content using headings, bullet points, and lists.
3. Identify Your Target Audience
Keep in mind that not everyone will be interested in your message. By clearly defining your real audience, you’ll not only create great content but establish your brand as an authority. You can create a buyer persona, which is essentially a fictional example of an ideal customer. If you are targeting a new market, having a buyer persona will make it easier to provide relevant content. A buyer persona contains details such as demography, lifestyle and motivations, and the process through which they decide. Moreover, you can also talk to your existing clients and carry out interviews to gather necessary information.
4. Distribute the Content
Once you have created a persuasive and engaging copy, it’s time to share, publish and distribute your content. Possible venues for distribution include blogs, press releases, newsletters, e-mails, social media pages (Facebook, Twitter, LinkedIn, YouTube, etc.), SlideShare, and YouTube.
Here are some questions that you need to ask yourself before distributing your content:
- Will this audience find value in what you offer?
- How often would this audience be open to hearing from you?
- Will your brand’s content tone, voice, and style be a good fit for your target audience?
- Do you have the right resources to consistently engage here?
5. Repurpose and Redistribute High-Performing Content
Here are some techniques that you can use to extend the value of your existing content.
Republish it: Publish old content that is still valuable and relevant. You’ll get more mileage out of the old content with less effort than writing a post from scratch.
Repackage it: You can repackage evergreen content in the form of “how-to” guides or FAQs. In addition, you can repackage your weaker-performing blog posts into videos.
Repurpose it: Deconstruct the original content and convert these individual pieces into a new form of conversation.
Syndicate it: You can partner with news sites and trade media to syndicate your content.
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