Focus on These Cornerstones to Improve Your Content Marketing Strategy
Businesses with a good content marketing strategy in place have a rock solid foundation. Yes, you need to be a pro and implement an effective content plan that works for your online business. In this post, we are going to discuss about some of the ideas to help you stand out in the crowd.
First Know Your Business Goals
The efforts put in by your marketing team and content creators will become futile if you are unaware of your business goals. When you are talking about creating a content strategy, ensure that your business making money. The online world is highly competitive and therefore, focusing merely on short-term goals will not lead you anywhere.
There are several brands that only focus on monitoring aspects such as social shares, links, and comments. Concentrating on these metrics is fine but only during the initial stages. Remember social shares, links and comments will not result in product sales and revenues. So, companies that are only bothered about links and social sharing have not aligned their content strategy with business objectives.
THE PURCHASE FUNNEL: All marketing objectives and its success depend on the purchase funnel – the most effective tool used by marketers for understanding and analyzing the behavior of your current customers. There are different stages of this tool. They are:
Online businesses and brands make use of this tool to give shape to their marketing campaigns for years. Then, all parts of the purchase funnel fail to get equal amount of attention. That’s because marketers show more interest on awareness and purchase. Many think that a customer will not purchase unless he or she is not aware of your product offerings and what message your brand is trying to communicate.
Focus More on the Consideration Mode
Most businesses do not pay heed to the consideration part of the funnel, and this is one of the greatest blunders. This is possibly the most crucial phase of your customer’s journey towards a purchase. Marketing (your content) and advertising to your targeted audience while they are in the thought process of considering your products is imperative in this phase. That’s because during this phase your consumers decide whether to buy from you or not.
During awareness mode, a customer may or may not buy from you. They are aware of your brand and have an opinion, but may not necessarily buy your products. So, it’s only during the consideration mode that a consumer is taking the final decision to become your loyal customer. At this stage, you need to strengthen your content marketing strategy.
So, Get Your Potential Customers Engaged!
Pay more attention to the consideration mode and engage and grab the attention of your targeted customers with unique, fresh and useful content. Help your customers by solving their problems. Explain in your web copy, articles, blog posts, infographics and videos how your products will make their lives simpler. With such strategy, you can hope that customers will take interest in your products, buy from you and you end up building a mutually beneficial business relationship and convert them into your brand evangelists. You can also get new customers by word of mouth publicity and social sharing of your content.
Types of Content Your Audience Wants
When thinking of creating content, you should not be posting about topics just because they are popular on the internet. Instead, churn out content that meets the needs of your audience. To be candid, you have to take some time to think what kind of content your prospects want and help them become your brand loyalists. For example, if you find that ‘How to Guides’ resonates well with your targeted audience, then go for it.
Take Your Time to Research
It’s no use creating quality content if there is no plan in place to reach out to your targeted audience. This implies that you should take some time in researching around your particular campaign.
Your Company’s USP
Before building your content based on USP, take a look at Google Analytics to understand how your brand performed based on those USPs in the preceding year. To get a clear picture of your online performance, ask questions like:
- How much traffic is your site generating?
- Which pages are most visited?
- Are these pages driving conversions?
- What are the top ranking keywords for your business?
Research on What Your Competitors Are Doing
To create a foolproof content strategy, it’s imperative that you research on what your competitors are doing. To begin, try collecting information such as:
- Types of content your competitors are posting
- What products or services are offered by them? If similar products are offered, how are they different from that of yours?
- How your competitors are ranking in the SERPs?
- What community do they have and how they are interacting?
Researching on Your Customers
The success of your content marketing strategy depends on how well you know your customers. Consumer demand is changing fast and you have to adapt to it in order to stay in business. Here are some ways to help you out:
Polls: You can conduct a poll or survey on your own website. There are several tools for this purpose to get candid opinions and feedback from your existing and non-existing customers. You can carry out a poll on one of your products and send a questionnaire to understand how your product is performing.
Forums and Communities: Participate in discussions on popular forums and communities. LinkedIn groups and Quora are some of the platforms from where you get an idea as to the topics of discussion that are related to your products or services.
Once you consider these aspects seriously and have them in place, you can shape your content strategy better.