There is a saying in our business, “Content is King” (I say it is King, Queen and Probably Some Knights Too). Maybe that term is outdated and there are other more relevant phrases, but your content is still everything.
Content Marketing is the creation and distribution of valuable, relevant and consistent content to attract your target audience. More specifically, it is referring to the messaging, copy, images and video that you put out on your website, social media, digital advertising, etc.
In a digital era, content marketing must be part of your plan.
Did you know there are three to five billion searches taking place on Google every single day? More and more of those searches are questions. People are asking questions about things that are relevant to them…Where to buy a gift for their parent’s wedding anniversary? How long should they wait before going to the doctor? How can they quit their job and start their dream business? Does their dream job exist? (Valid question in this day and age.)
A good digital strategy will help you to be there when the question is asked and great content will answer the question with your brand solution.
It’s not really about you.
Good content attracts customers by demonstrating how your product will make their life better.
As a business owner or marketer, you have an opportunity to reach potential customers with content that is relevant to them. Great digital content will immediately tell your customer what your brand is all about and why they should partner with you. It should engage with potential customers and tell them why your product or service will make their life better. It should also show that you’re an authority on the products and services you provide.
The words you use to describe your services are important to tell your brand story, but becoming more and more important is the look and style of your brand’s images and video. Why? People love (LOVE!) images and videos. There is so much out there to consume and we are constantly being bombarded with ads, articles and social content. Often users don’t read, they just browse quickly. Thumbing as we call it.
Your images and video should communicate who you are and emotionally connect and relate to your audience immediately. Like within 2 seconds.
Your strategy should include looking at data.
When creating your content marketing strategy, make sure you work with someone who is into data. Seriously into data. Data is everything and should drive your content strategy. Words on a screen and pretty pictures don’t make for a comprehensive content marketing strategy. I think we can all agree with that.
Driving true website traffic and conversion growth starts with data and research.
Your content marketing strategy should be based on:
- A clearly defined promise to your customer (i.e. your brand)
- Industry research
- Maximization of underrepresented market opportunities
- In-depth keyword mapping and prioritization
- SEO and SEM analysis
- Incorporation of multiple outreach channels, including web content, emails, blogs, white papers, and infographics
- Integration with your overall graphic design and web development strategies
- Monthly reporting and constant optimization
I am a data nut and self-proclaimed excel junky. Personally, I don’t think there is anything that can’t be put into a spreadsheet and analyzed. Content is no different. Do your research, put together a plan, and start tracking which content gets the most engagement and conversions. You might be surprised at what interests people the most. Believe me, once you have the data and begin using it, it gets easier, and the rest just falls in place.