How To Use Content Marketing To Your Best Advantage
Content marketing is the talk of today’s advertising world. Not only that it is one of the most measurable advertising tactics, but it also gives businesses a mean to interact with their consumers and attract them by offering valuable information to them. In addition to that, content marketing is less intrusive for the consumers than other advertising tactics. Today’s consumer has a lower level of tolerance towards advertising. They change the channel when TV commercials start, they simply ignore flyers, billboards and other tactics of outdoor advertising, and they use ad blockers when browsing the internet. In this context, content marketing emerges as one of the few advertising tactics that consumers don’t reject because it also provides them with information they need.
If you are planning to get started with content marketing, there are a few things you should know. Some content marketing campaigns are better than others; some get results, some don’t. And the difference between those content marketing campaigns that work and those that don’t work lies within knowing these tips and tricks.
Have a goal and a strategy
Before getting started on content marketing, you need to set up a goal and a strategy. Simply posting without bearing a result in mind won’t work. You need to know why you choose to provide your consumers with certain information and what benefits can bring you on the long run. You need to define your primary goal. Is it bringing in potential consumers? Is it making your current customers loyal to you? Is it redefining your brand’s communication? After you set your main goal, you need to establish a strategy. Employing tactics without a strategy will end up hurting your business more than helping it grow. Develop a strong plan that will help you achieve your goal and, afterwards, the necessary tactics will reveal themselves to you.
Producing the content and marketing it
When you have set your goal and strategy, you need to define what kind of content you will create. What will be the tone of voice? Are you going to adopt a humorous tone of voice? An informational one? Or are you going to focus on sales? Depending on your answer, you will establish a guideline for the production of your content. A guideline will help you remain consistent and will prevent you from confusing your consumers. And, most important, you should not forget about the advertising. Yes, it is advertising for your advertising. It may sound peculiar, but your content needs to reach your consumers or potential clients. This means that you need to establish the channels of communication (your corporate blog, other blogs, social media, AdWords, etc.). Then you have to figure out a way how to boost these channels in order to attract readers.
Measuring the results
The most common mistake businesses make when it comes to content marketing is that they start to define the measurement of the results after they produce the content. But you have to firstly determine how you will measure the results and what will be important to you so that you know what to look for. After you decide that, you need to include in your actual content the factors that will help you measure it.
If you follow these rules, you will start to see the benefits of content marketing right away. All you have to remember is that you need high-quality unique content that you would be interested to read. Don’t ever make the mistake of assuming your consumers are less smart than you.
Sources:
http://www.convinceandconvert.com/content-marketing/these-are-the-6-steps-i-use-for-great-content-marketing/
http://contently.com/strategist/2014/12/05/how-airbnb-is-using-content-marketing-to-stay-on-top/
http://marketing.about.com/od/strategytutorials/a/contentmarketing.htm
If you are planning to get started with content marketing, there are a few things you should know. Some content marketing campaigns are better than others; some get results, some don’t. And the difference between those content marketing campaigns that work and those that don’t work lies within knowing these tips and tricks.
Have a goal and a strategy
Before getting started on content marketing, you need to set up a goal and a strategy. Simply posting without bearing a result in mind won’t work. You need to know why you choose to provide your consumers with certain information and what benefits can bring you on the long run. You need to define your primary goal. Is it bringing in potential consumers? Is it making your current customers loyal to you? Is it redefining your brand’s communication? After you set your main goal, you need to establish a strategy. Employing tactics without a strategy will end up hurting your business more than helping it grow. Develop a strong plan that will help you achieve your goal and, afterwards, the necessary tactics will reveal themselves to you.
Producing the content and marketing it
When you have set your goal and strategy, you need to define what kind of content you will create. What will be the tone of voice? Are you going to adopt a humorous tone of voice? An informational one? Or are you going to focus on sales? Depending on your answer, you will establish a guideline for the production of your content. A guideline will help you remain consistent and will prevent you from confusing your consumers. And, most important, you should not forget about the advertising. Yes, it is advertising for your advertising. It may sound peculiar, but your content needs to reach your consumers or potential clients. This means that you need to establish the channels of communication (your corporate blog, other blogs, social media, AdWords, etc.). Then you have to figure out a way how to boost these channels in order to attract readers.
Measuring the results
The most common mistake businesses make when it comes to content marketing is that they start to define the measurement of the results after they produce the content. But you have to firstly determine how you will measure the results and what will be important to you so that you know what to look for. After you decide that, you need to include in your actual content the factors that will help you measure it.
If you follow these rules, you will start to see the benefits of content marketing right away. All you have to remember is that you need high-quality unique content that you would be interested to read. Don’t ever make the mistake of assuming your consumers are less smart than you.
Sources:
http://www.convinceandconvert.com/content-marketing/these-are-the-6-steps-i-use-for-great-content-marketing/
http://contently.com/strategist/2014/12/05/how-airbnb-is-using-content-marketing-to-stay-on-top/
http://marketing.about.com/od/strategytutorials/a/contentmarketing.htm