For today’s businesses, gaining brand visibility and establishing expertise in your industry are two crucial components for attracting new customers. But how do you get any visibility online when there are so many others vying for the attention of your audience? The best way is through establishing a stellar content marketing strategy.
What Is Content Marketing?
According to Neil Patel, content marketing is defined as “a long-term strategy, based on building a strong relationship with your customers by giving them valuable content on a consistent basis, which is highly relevant to them.”
For a concrete example, let’s look at the classic NPR show “Car Talk.” On “Car Talk,” brothers Tom and Ray Magliozzi answered questions posed by callers about their car troubles, often in humorous fashion.
Audiences loved it because they got a direct benefit from listening, whether that be further education on the way cars worked or joy from the delightful banter between the two hosts.
The Magliozzi Brothers also owned an auto repair shop, so the radio show served to raise awareness of their brand and showcase them as experts. A trust was built between the audience and the business, all because of content marketing.
Now, not all content marketing is on as wide of a scale as a nationally syndicated radio show. But an effective content marketing strategy can build the same amount of the trust the Magliozzi Brothers had with their audience for you and your targeted audience.
What Goes Into a Content Marketing Strategy?
Practically everything. Whenever a business shares an article on social media, comments on a blog post, or builds out a web page about one of their new products, it has the same goals: to build brand awareness and convert that awareness into sales. Depending on your targeted audience, the content you decide to create will vary.
If you run a technical business that manufactures water filtration systems, a white paper detailing the benefits of your filtration technology may fit your business best. Or if you’re a fashion brand trying to tap into the millennial market, your efforts might be best focused on establishing a fashion forward social media presence.
Whatever you decide, also keep in mind that internet trends and technology are ever evolving. Just recently, Snapchat eclipsed Twitter in active daily users. So for a business trying to stay relevant to the millennial demographic, investing in the app may net a better return on investment than engaging in Twitter conversations, something I have recently discovered.
How Can I Make Sure My Content Marketing Strategy Is Successful?
Going back to Patel’s definition, we see that a content marketing strategy involves long-term planning. That means posting a blog once or twice, forgetting about the blog entirely, and then switching your efforts to gain as many Twitter followers as possible won’t help. You must make a concerted effort to be consistent in your release of content.
If you’re going to build up your blog, come up with a content calendar of what topics you want to write about, and set hard deadlines for their publications. Having consistent content will not only get your audience coming back to your website over and over again, but it will also raise the trust Google puts in the information on your website, which has the added effect of improving your search engine ranking position (SERP).
Always Think “Quality Over Quantity”
Your content also has to be held to your highest standards of quality. As Mike Templeman of Forbes puts it, “You want to produce content that you’d be proud of to take home and hang on your wall.
If you wouldn’t be caught dead with your content adorning your house, then you shouldn’t be using it to try and engage with your customers.” Always keep in mind the purposes your reader has for reading your content: to either gain valuable information on a specific topic, or to solve a problem.
Your content also has to align with your company’s vision and voice. Internet audiences easily identify content they feel is inauthentic, so if you haven’t spent time with a piece of content, making sure it’s valuable to your audience and aligns with your company’s philosophy, then it’d be better not to publish it. Instead, invest your time in creating something that excites you.
Are you ready to develop your own effective content marketing strategy? Contact us to turn your content marketing wishes into realities.