Content marketing is a technique that consists in creating and sharing relevant and quality content to attract and capture a target audience. It is a way of communicating with customers without having to sell them anything. Content Marketing seeks to generate marketing solutions from what makes a brand remarkable and unique, your proposal goes beyond the specific characteristics of products offering relevant and useful content to your audience to influence their lives. The final goal of a content marketing strategy is to attract new customers to generate conversions with them.
What does “relevant content” mean?
Relevant content means focusing on our audience may not be looking to purchase the product but that is constantly looking for information and would like to feel fully informed before deciding on a final product.
When the content that offers a brand is relevant to an audience, this tends to be shared, increasing its level of confidence by having a recommendation from people outside the brand who consider that the offered content may represent a solution for others.
The important part of a marketing proposal was traditionally brand differentiation. Now, in the digital world, the new paradigm is the relevance.
You must identify the objectives for your content strategy that are specific and measurable that will later allow analyzing its succes or failure:
- Increasing brand awareness
- Generating leads
- Reaching sales goals
- Encouraging customer loyalty
You must make each objective in amounts or percentages that you want to get in a given period of time. These objectives can be updated and adjusted later.
2. Know your target audience
In order to properly communicate your messages and connect with your audience to reach, it is very important that you know your audience. Therefore, once you have identified the target to which you want to get, you have to analyze it and the right way to start this process is through the creation of a buyer persona. This is the base to determine the main characteristics, the background, understand this ideal customer, and create content that meets his or her needs. Depending on your brand and industry, you may want to develop primary and secondary buyer personas for different sub-groups within your audience.
- Age, sex, nationality
- Education level
- Employment experience
- Income level
- Personal life
- Thoughts and emotions
3. Which content to create
Most of the content that you create has to answer the questions of your audience and meet their interests and needs, so you must understand very well what motivates them.
For that you should answer some questions:
- What kind of content do your users tend to search?
- Do you have some content that you can take advantage of?
- What type of content do you need, beside from the ones that you already have
You can use several formats:
Infographics – capture the attention quickly
Videos – are very popular to inform or entertain audiences.
Guides – useful and very popular between readers, can do tutorials on programs, tools, products, services, etc.
Tutorials – learn how to do something or the resolution of problems.
Blogs – the most widely used content
Compilations – best articles related to a topic description
E-Books, Whitepapers, and Webinars.
4. Promotion and distribution
Content marketing isn’t just about developing targeted material. Half the job is about making sure you expose your content to the right people.
Some basic promotion strategies include:
- Building an audience on social media and distributing your content to them
- Submitting your blog posts to content communities
- Working with influencers to broaden your reach
- Using paid promotion methods (especially on social media)
Distribute your content is through various channels on the internet and participate in social networks to increase your visibility. According to the type of strategy and content be defined channels, the most common are:
5. Analysis of your progress
This last step is one of the most important. The measurement is essential to know if what you’re doing is working or not and to establish the next steps. You have to measure everything you do and eliminate those things that do not work.
To do so, it is essential to use a tool of measurement, and Google Analytics is one of the most powerful. With it you can:
- Analyze the behavior of your users
- Know how much time spend on your website
- Know if you have read your content, and which of them
- Know the number of visits that receives your web page
- The number of users that visit your web page. etc.