At the moment, there are around four billion social media users worldwide. This number is a huge opportunity for businesses with an online presence. Why is that? Because there are more than four billion people who could be reading your content, and there are more than three billion people you could share your content with on social media. This means that you don’t have any more excuses for not having a content marketing strategy.
Content marketing means creating and sharing content that’s relevant to what your business is doing. In order to make it effective, this content needs to get to the right audience – the people that are really interested in your product. Giving these people the content they are really interested can mean secure long-term growth for your business. This means you won’t be focused only on sales in that particular moment – you will be giving your audience real value.
In order to create relevant content, distribute it through the right channels, and share it with the people who really need to get it, you need a content strategy. A content strategy is a long-term plan about how you’re creating content and when you’re sharing it. This strategy needs to get along with your branding strategy and business goals. That’s why it’s not so simple as it sounds.
Here are 4 tips that can help you create an effective content strategy that will bring long-term success:
Analyze your buyer’s journey first
According to Hubspot, the buyer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service. This means that the journey consists of three stages – awareness, consideration, and decision.
What you need to understand is your buyer’s perception of the problem, how and where do they do their research, and what gets them convinced into buying something. After you’ve discovered this, you need to offer your buyers content that will engage them in each of these stages. Yes, it does sound like a lot of work, but once you do it, you’ll have a very clear picture of what your customers like and don’t like.
Repurpose your content to improve your content marketing
Distributing your content through different channels means adapting it to different formats and audiences. Combining content you already have to repurpose it can save you a lot of time and resources. For example, you can use different parts of your blog posts to share on social media or to create a series of emails. You could also merge blog posts and create e-books, develop webinars or online courses, develop blog posts into case studies, or create infographics. The possibilities are endless.
What we would especially recommend is to repurpose content into videos. According to Cisco, video will account for 82% of all internet traffic by 2020, so you might want to start keeping up with trends.
Gary Vaynerchuk has created a great content model that can serve you in creating 30 different pieces of content from a single keynote.
Listen to what your analytics has to say
Creating and sharing content is great, but is it bringing you results? Monitoring the performance of your content is a really important part of your content strategy. Test different features and discover what could be working better until you come to the perfect formula.
You need to track all the channels you’re using. For example, your Tweet was viewed by more than 1,000 people, and your blog had only 10 visitors. However, no one bought anything through Twitter, and four of the 10 blog visitors completed their purchase. This means that your blog is making more conversions, so you should be more focused on this channel.
Another thing you could find out through relying on analytics is what topics do your readers like. Follow the number of visits for each post and discover which topics are the most visited ones. Those are the topics your audience likes most and the ones you should focus on when creating content in the future.
Have an attitude in doing content marketing
It’s pretty hard to reach audiences when you’re competing with such large numbers of competitors. The worst part is, they are all posting look-alike content that gets lost somewhere on the internet. Readers are overwhelmed and rarely show emotions to any of that content out there. That’s why, in order to be heard, you need to do something different.
Having an attitude might be that something. Speaking your mind can give you a competitive advantage with audiences who appreciate the boldness and hold on to their own opinion. Also, this will make you sound original and unique, unlike most of your competitors.
Emotion is always hot in marketing. It might not sound so attractive, but negative emotions have a pretty big effect.
Moreover, Harvard professor Gerald Zaltman says that 95% of our purchasing decisions are guided by emotions. He states that buyers’ emotions contradict to what they think and feel. This means humans are driven by emotions, and you can take advantage of this in your content strategy.
You won’t figure out your optimal content marketing strategy right away. It will require a lot of time and work. It will also require creating a lot of different content types and a lot of testing to find out what is it that your readers really like.
Content marketing isn’t too complicated. However, it requires time, patience, fresh ideas, creativity, and persistence. There are many tools that can help you get to your goals. The important thing is to define goals that will correlate to your overall business strategy.