Content Marketing is the art of creating and sharing valuable content, so prospects and customers can recognize us as the perfect ally for doing business.
It is the ideal tool for positioning ourselves as experts in what we sell, and gaining the confidence of our audience.
Marketing with content in mind also allows us to capture more traffic on the web, generating and nurturing our leads, closing sales, and improving customer loyalty.
The potential is huge, but to get results you need to define a good strategy.
Here are some of the keys for a great Content Marketing Strategy:
1. Define the objectives of your Content Marketing Strategy
Be clear about what you want to achieve - what are your goals?
Do you want to generate traffic on your website? Gain leads? Close sales? You must be very clear about what you want to achieve when creating your content and promoting it.
In accordance with the CMi: "For 80% and 79% of B2B companies surveyed, their goal is to generate new leads and increase notoriety, respectively, followed by engagement, lead nurturing and closing sales."
Remember that the objectives of your content strategy must be aligned with your global Marketing strategy.
2. Define your "buyer personas"
You probably have different customer profiles or "Buyer Personas".
It is important that you address them when you choose topics, formats, and even the tone of your content.
Consider your Buyer Personas in all the stages of content generation and SEO online. Always keep in mind who you're talking to, what they need, and what they expect from you. You must convey the necessary empathy to tell them what they expect and add real value. This goes hand in hand with the Buyer's Journey.
3. Establish an editorial calendar and promotions
Plan the publication of content with an editorial calendar.
Set a time-frame, previously plan the specific topics and formats. With a pre-established calendar it will be much easier to relate the content with the strategy.
Marketing automation tools, such as HubSpot, allow you to have Templates to make it easier.
Use all possible channels, promote the content on your website, and send emailings to your contacts; all of this synchronized with your calendar and social media publications. What better material than your best content for promotion on your social networks?
4. Determine the type of content
Try to offer variety to your audience and enrich your content offer with suitable formats for each segment and each channel.
Try different formats to make your content more attractive:
- Blog Posts: Ideal to attract new visits to your website.
- Ebooks: Perfect to complement a blog post with more information and the perfect excuse to capture leads by making users register.
- Infographics: Very visual and easy to assimilate content. You can always adapt a blog post to an infographic and tell things in a different way.
- Videos: Probably the most effective format but the most costly. However something to keep in mind.
- Webinars: Highly recommended to reach a large audience scattered geographically at a low cost.
To HubSpot: "37% of marketing professionals believe that visual marketing is the most important source of content followed by the blog (38%)
5. Your Content Marketing Strategy should be constant
It is very important to always be there, only then you will be there right at the time when they need you.
For that, it is essential that the planning is adequate. It's not about saturating our contacts with information. You have to set a timing to be there and keep them in mind.
It is important to continually gain the attention of the audience. Otherwise, others will.
6. Get all employees involved
Employee Advocacy is important. Tools like Smarp allow employees to be informed and facilitate the promotion of content in their own social networks. This way you'll be multiplying your channels and your audience.
Below, we finish with the most important point:
7. Listen to your customers
To give your customer valuable information, you have to find out what they need and what their motivations are. Ask them their opinions directly (you can even send them a small survey requesting some feedback).
Always remember to provide the right information at the right time. The secret to making life easy for your prospects and customers is offering them valuable information.
At mbudo, you can always trust us when doing business. Discover our e-book to learn why!