We live in an age of social media, where everyone creates something, gives something, shares something, talks about something… That is a kind of content created by people who are trying to develop different relationships with other people.They create and share messages, blog posts, photos, videos, presentations. The same things apply to the business world.
Sales without a content marketing strategy are impossible, or are possible but not in the way that an entrepreneur would want them to be.
And content marketing doesn’t mean just sharing and creating tremendous amounts of content without getting any effects on the business development.
The value of content is defined in terms of the assets themselves:
The success of an organization manifests itself through its ability to generate profit, meeting the needs of consumers in same time. For this purpose, organizations develop marketing concepts, through which they get closer to consumers, thus providing placement, sales and appropriate use of their products and services.
These companies focus on increasing the value of their products and services in the eyes of the consumers, including all their sectors in the process, starting from the marketing department, design, engineering, manufacturing, human resources, to the finance department.
Unlike in the past when most of the information was received from advertising in printed media, today almost everything is made online, which is a threat to the traditional producers and retail chains.
The growth of various social media around us makes the process of creation and distribution and the accessibility of different content for different people much easier. And content management doesn’t mean hiring some content creators who will deliver materials to the customers. It is an important process and the business owners need to generate profit from it since a lot of profit is going to be invested in developing the content marketing.
Content is solely viewed as a more efficient means to a sale:
Content marketing is actually the simplest way to get new potential customers and convert them into regular and faithful customers. If you want to achieve this goal, you need to follow some rules that will help you to improve the content that represents you and your business on the internet and to the target audience.
By now, you must have a certain type of content in your business in the form of images, presentations, manuals, brochures, leaflets, catalogs, instructions. In this first step, it is important to be aware that you need a strategic approach when it comes to the creation and distribution of content. That strategy will help you to create and distribute the new content and to distribute the old and already existing content, for example with the help of backlinks. Another important question that you and the members of your team should think about is what kind of valuable content your business lacks at the moment, and try to create it in the future.
The key to a successful content strategy is a lot of research and planning, and if you decide to incorporate it into your business plan take a look at the following crucial steps:
1. Specify Your Business Objectives
The value that your company represents is what separates you from the other competing companies. It takes time and a lot of research to find the right way to present yourself to the target audience, but this step is essential meaning indicating whether your current visitors will become a regular customer or will continue searching for the service they look for in another place and in another company.
Once you start creating a marketing strategy, you need to have in mind all indicators that you will use to measure the success of your strategy. In this case, it can be the daily visits to your website, the new signups to your newsletter or the interaction on the social media.
If the number of sales is your main goal, then the number of completed purchases will be the indicator that you will follow. If you want to achieve a greater presence on social media, the focus will be placed on the number of shares of the content you post.
It is likely to have multiple indicators that will help you to realize if you are going in the right direction towards achieving the goals. What it is important to realize is that you must constantly go back and analyze which tactics work and which do not and why is it so? What needs to be changed in order to return to the desired path leading to goals?
2. Develop a Core Message
You always need to create a unique content that will attract more readers and will distinguish your brand from the competition. If you want to have a bigger audience that will read your content, which will in return convert them into loyal customers, you must know what kind of audience you have.
You need to know in what type of content are interested those who visit your website or read your content and how you should use this same content to be able to acquire new visitors.
For this purpose, it is necessary to consider the following question: What is your target group? If you have created a business or marketing plan, it is likely that the answer to this question is already known to you. But if you have not yet precisely determined what type of people are in your target group, you should do it immediately.
3. Analyze the Competition
Everybody wants to have no competition, but that is unrealistic and unachievable. Competition is an inevitable factor for any business regardless of its size, industry, market… Even if there is no competition, it does not mean that it will not appear.
But, there is no need to fear the competition if you implement a strategic and systematic approach to analyzing it. So, from time to time (preferably quarterly – 3 months) ask yourself the following questions about your competition:
– What are the most significant competitors that affect your business?
– What are the possible potential competitors?
– What are their products and/or services?
– Where are their products and/or services in relation to yours?
4. Use the Right Tools
What kind of content are you going to share? On which platforms you are going to present it? Where are your potential customers? When it comes to content marketing most of the people think of it as online content, but this marketing tool is implemented and offline through catalogs, brochures, newsletters, periodicals.
Because of that, you should brainstorm all possible types of platforms on which you can appear. Those platforms can be blog platforms, social media, printed newsletters, e-mail marketing, letters, instructions… Next brainstorm and analyze where are your potential customers. Whether they are online or spend less time on the Internet? Whether they prefer to read printed publications or electronic? Are they present on the social media? This step will ultimately give you a list of possible platforms. If your potential customers are people from the online world, you can incorporate website marketing strategy using WordPress since it’s free to use, very flexible and customizable.
5. Keep an Editorial Calendar
Content as the marketing means using different platforms for different market segments with different content for them.
Therefore, to increase the efficiency and effectiveness and to create an effective marketing strategy, it is good to create a calendar where ahead of time will be specified which content will be used, when it will be shared and by whom.
When you have a calendar, you can simply follow the implementation of the same. Try to ensure that what is stated in that calendar will be implemented in the period it is intended for in the calendar.
This is a process, not an ordinary campaign that has a beginning and end. Constantly in the period before the end of the calendar, update it with new content and responsibilities for the next period.
You must define how you will track your results and that would be the measurement indicators for those results. This is a cycle that never ends and you can always improve. The measuring will give you good information that will tell you what works well and what doesn’t work, what you need to change, improve, and what should be rejected in order to create a good marketing strategy.