Developing a strong content marketing strategy takes a bit of clever thinking and tapping into your consumers’ deepest wishes and daily habits. Think of it like crafting your most delectable (and want-to-repeat-able) recipe, then kicking into gear and creating it to share with the people you love the most. Or, in the case of business, with consumers you’ve come to appreciate their loyalty to your brand throughout the years.
A few tips, reminders and basic guidelines can help frame your content marketing strategy so that if ever you feel you’ve gone awry or you fear you might lose consumer interest, you can get back on track and execute to perfection.
Let’s take a look at the 4 Content Marketing Tips:
Understand the Sales Funnel
Assuming you are familiar with the consumer purchasing funnel that begins with brand awareness and ends with brand advocacy, content marketing has a sales funnel to match.
Along the purchase funnel, consumers are coaxed through the initial stages of getting to know a brand, understanding its products or services, purchasing said products or services and becoming impressed by the brand’s personality and delivery that the relationship does not end at transaction; the consumers extends investment beyond purchase and goes on to champion for your business to friends, family, peers and colleagues. If you’re lucky, they might have a platform of hundreds of thousands of social media followers with which to share their rave reviews about your brand.
Content marketing focuses on consumer outreach, customer conversion (where are you converting blog posts into CTAs?), making sales and retaining customers. It is important to align the sales funnel of content marketing and sales to get the most cross-over and conversion possible.
Let analytics guide your strategy
You are a creative genius, no doubt. But business is business, and so you must be willing to set your artistic ego aside in favor of numbers. Look at the data monthly, quarterly or on a campaign-basis to understand exactly to which types of media consumers respond.
Where you find lapses in projections and results, refine your strategy. Rethink the content you shared. Dig deeper into consumers insights, behavior and habits to get the roundest understanding of what it is your consumers are looking for. If trial and error isn’t working, ask your consumers what they want to see more of, and adjust accordingly.
Stick to your plan until it’s time to refine your plan
When you set the course for your content marketing strategy, you might see engagement peak right away, or numbers might not jump at all. Stick with it. Follow your calendar for postings, events and subjects and remain consistent in your efforts until the data clearly shows you’ve gone strategically awry. If this happens, no biggie. Get your team back together, re-evaluate the data and adjust your initial plan.
Repurpose old content
Feel like you are running out of things to say or share? Try sharing things you’ve already said in another way. Did you write a long-form post about staying healthy? Great, now make it into an infographic assigning brief, short-form content blurbs to photos of supplements, food groups or whatever you featured in the original piece. Either you reiterate the message to existing readers or you reach other consumers in your audience who cannot be bothered to read long content.
Content marketing is fun! If you start to overthink it, pause. Remind yourself to think about the data deeply, then to be light, airy, and perfectly cheerful in your plan execution so that you can communicate the best parts of your personality to readers and viewers.