Today, the line between communications and marketing is blurring at a rapid pace, making it incredibly difficult for the average business owner to keep up. In the past, traditional marketing strategies have dominated (pamphlets, flyers and brochures), but with the evolution of the Internet and social media, it is now more crucial than ever to be the creator and distributor of digital content.
Creating content is no simple task and these tips will help you and your business identify your strengths and begin your content marketing campaign.
Start a Content Marketing Campaign with These 5 Steps
1. Know Your Business and Audience
Who are you? Knowing your business, and more importantly, your customer, is key in developing a compelling and effective content marketing strategy. You know your business more than anyone, and it’s your job to tell people who you are. Identify your perfect customers, also known as buyer personas, and come up with content that will specifically target them. You can even design a customer insights map to understand your ideal customer’s lifestyle and finances, as well as their wants and needs. By knowing exactly who you are, what you do and what your mission is, you will have an advantage in developing the content that will drive customers to you.
2. Update Your Website
Refreshing and revising your website to fit your mission is key in your content marketing strategy. Usually, your website is the first thing people see when researching and looking for your company. Having a website that pulls a customer in with clear, alluring and thought-provoking content and design will urge people to use your product. It all starts with how you look. Update your images with new ones. Be sure to add new client or patient reviews and case studies, as well as any statistics that you may have. Because your logo is one of the most memorable pieces of your branding, you may want to update or replace it to reflect any changes in the business or practice. Make sure to keep SEO ideas and strategies in mind when designing your digital presence as well.
3. Create a Blog
A blog is where YOU can direct and control the information about your company and news in your industry. By providing tips, ideas and articles about your business, you will entice customers to contact you. Writing articles and blogs takes time, but knowing someone out there will read it is all the more satisfying. Blogging for business is also a great way to drive traffic to your website by incorporating SEO keywords. Sell yourself through the content you make by talking about your company, its employees and how you’ll improve someone’s life. Do not just TELL customers what you can do, but SHOW them. Share pictures and videos of your work!
4. Share Your Content
Although your website is your home-base for content and creation, social media are your distribution centers. Utilize social media to promote yourself and the product or service you provide. Think of your social media channels as your satellite campuses. You can post your blogs and website content there, too, but they have a purpose on their own. Gear your posts toward the type of platform you are sharing content on.
Post about a sale or promotion, upload pictures of your latest project or share an insightful idea to your potential customers. A successful content marketing strategy is driven by social media and it’s important to know how you can use it to an advantage.
5. Tell Your Story
The final step in starting your content marketing campaign is telling your story. No two companies are the same, and it’s important to know and show what makes you unique. Find those qualities that you and your company possess and stress them! Create content that defines your mission and goals and the customers will flock. Providing users with relevant and accurate information will help paint the company image you wish to portray. Connect users with a brand so they have something to remember and share with their circle of influence.
Business is like a game of chess: it’s necessary to have a well thought-out strategy and understand the best moves for your company or practice. Content marketing is just one tool that will help you stay ahead of the curve. By executing an effective content marketing campaign, you will drive customers to your website and compel them to stay there and want more. A good strategy will expand your digital presence, reinforce your brand and drive website traffic.
As you can tell, content marketing is so much more than blog posts or social media… it’s an experience. So make sure that experience works in your favor and follow these tips to start your campaign today!