Connect, Create & Share: 3 steps to building a successful Content Marketing strategy.
Now days majority of marketers are using content marketing, and why shouldn’t you? In fact, it is used by many profitable brands around the world, including Hubspot, Microsoft, IKEA, and Spotify. It’s also developed and executed by small businesses and one-person shops around the world. Why? Because it inexpensive and it works.
What exactly is content marketing? Content marketing is all about using valuable, relevant, and consistent content to attract and retain visitors and eventually turn them into customers. And most people who use it know it’s effective.
Here are three easy steps to create a content marking strategy to help grow your online network.
Step 1: Connect
When deciding on a content marketing strategy it’s important to know your audience. As the audience will determine the platform and format you use to establish the connection. It takes a lot of time to produce valuable content, but if it’s shared on the incorrect platform or format it might be overlooked.
The key is to know your ideal customers. Don’t be afraid to do some research. If you’re unsure about your audience and how to reach them, ask your friends and current customers about their preferences. If you have an existing social media account consider creating an opinion poll to gather valuable insights on your current audience.
With a clearly defined target audience, you need find out more about their online habits, when and where are they most susceptible. A text-heavy blog post may not catch the attention of your audience especially if they prefer spending their time on Pinterest or Instagram. You might want to consider using infographics and motion graphics to enhance your message and make it stand out from the crowd.
Step 2: Create
When creating your content think about what specific information you would like to share with your ideal customer. Remember the content doesn’t always have to directly relate to a product or service you’re selling. Nobody wants to be marketed to. Instead create content that is engaging your audience and would be of interest to your audience. You’re building a personality for your brand that audiences can relate and aspire to.
A good example of this would be Rip Curl clothing and surf brand. Rip Curl promotes itself as the “ultimate surfing company”. One of the ways it shows dedication is via an online publication known as “The Search”. “The Search” documents the surfers’ search for the best waves and the ultimate surfing lifestyle and features beautiful photography and stories told by surfers for surfers.
Understand what makes your customers unique and how you can be relevant to them.
Step 3: Share
A great network is exponentially more valuable than a killer blog post that nobody knows exists – Shelly Kramer
Once you’ve created the video or written a series of articles, now what? How do you ensure your content reaches the correct audience? How do you grow your network of potential customers?
Be creative in the means of sharing. Make sure you use all the different social media tools to make your audiences aware of your latest video or Instagram post. Encourage employees and friends share your content. You might even want to consider paid promotion to reach out to people outside of your current network to grow your audience.
Consider the time of day you share your content, ask yourself when will your audience be online and in the right frame of mind to receive your content. If you’re posting about your ideal holiday, is Monday morning the best time to post your blog? Try posting your content at various times of the day and days of the week and see when you get the most response from your audience. Make use of analysis tools and compare what content attracted the biggest crowd.
In the end it all comes down to creating sharable content that excite and inspire audiences in to taking action.
Do you need help with your content marketing plan? Bohemian can help you put together a successful content marketing strategy in no time. Contact us today for your free consultation.