Strategic Digital Marketing & business process focused on creating & distributing valuable, relevant & consistent content to attract & retain a clearly defined audience and ultimately, to drive profitable customer action.
When content has done correctly, this helps to create a relationship with your audience, which leads to trust.
Content Marketing is really just the art of communicating with your prospects without having to sell to them.
To create a successful content marketing approach, need to follow these below guidelines.
1.The power of storytelling – Business storytelling is about creating the alignment between your business & your prospects & customers. The goal of storytelling is to make a human connection & help prospects make sense of decisions they are about to make.
For branding story, you need to understand “The Golden Circle” rule, which will help you to create a mission statement & set the tone for all your content.
The Golden Circle is defined by ‘WHY’ (why are you doing, what you are doing?), ‘HOW’ (How will this help your audience?) & ‘WHAT’ (what are you offering?)
Each storytelling should have three essential key elements:
a) Characters: – The character is the connection between you, the storyteller and your audience and starts with buyer persona (this is a semi-fictional representation of your ideal buyer can help guide you to understand the goals & challenges that your character will face.
Characters will be classified in terms of storytelling point of view like the first-person point of view (The character is yourself), the second-person point of view (The character is your audience) & the third- person point of view (He said & She said type of language)
b) Conflict: – The conflict is the lesson in how the character transforms through challenge & if your story lacks the conflict, then you are not telling the story instead you are telling a tagline, unique selling point or a plain statement. Conflict should fit your prospects problems, prospects needs & prospects buyer’s journey.
C) Resolution: – The resolution should wrap up the story but should also clearly call for the audience to action & it fulfills the purpose of the story.
Storytelling best practices use content to create emotional appeal, be consistent & authentic & keep the story clear & concise.
2. Generate Content Ideas: – A process allows you to think of ideas that may not be easily apparent.
There are two ways to generate ideas for Content Creation
- By Yourself
- Within the group
3. Plan a long-term content strategy: – Planning provides a roadmap for your content & if you make a plan & are consistent in approach, then you are giving yourself the best chance at achieving ROI from your content efforts.
Three steps to create a long-term content plan:-
- Setting marketing goals provides you long-term vision & short term motivation & Each goal set should be SMART (Specific, Measurable, Attainable, Relevant & Timely) goal.
- Auditing or assessing your organization’s initiatives & assets:- Long-term content planning audit can be done by content audit (organize your content audit based on content title, buyer’s journey stage, Marketing Funnel Stage & format or type of content) & event based audit (organize your event based audit by upcoming priorities by month, Initiative overview, Theme, Prospective blog post topics based on your buyer personas & Inbound Marketing Campaign that ties your efforts together)
- Identifying the buyer’s journey for your buyer personas: – You are creating content that meant to attract & pull your buyer personas through every stage.
4. Building a content creation framework: – A content creation framework should be repeatable, organized & agile.
Follow these steps to build a framework for content creation.
- Conceptualizing your content: the process of coming up with the appropriate ideas.
- Planning & setting timelines: Start planning a timeline knowing which content offers to focus on each month will help organize your weekly content activities.
- Creating a workflow: Content creation workflow should identify who is going to be doing what tasks, Identify outside influencers will be contributing & have an intuitive breakdown of the work.
- Reviewing & editing the content: Set clear expectations, Allow for multiple rounds of edits, Make suggestions by tracking the progress, determine editing timeline & use a document to track the changes.
- Publishing & Promotion: Your promotion strategy should always be changing to reflect your business needs.
- Organizing the content & store it internally: Content Management System (CMS) is used to manage your content.
- Analyzing content result: Google Analytics is a great example for understanding where the leads are coming from, what kind of device they are using, how long they are staying on pages & it can pull the custom, granular reports on your website traffic.
5. Become an Effective Writer: – You need to learn to write content that is educational, follow personality & relevant to your audience.
Effective writing core attributes include
- Attention-grabbing headline: Begin your writing by coming up with a working title.
- Tone relevant to your readers: You want to match the attitude of your readers.
- Help the reader do something: You first need to understand who your ideal buyer persona (reader) is.
- Add to the conversation: needs to add something new to the conversation.
- Write for the way people search: You should research the words people actually use to search & communicate.
- One core idea: A clear piece of writing should have one main idea.
- Supports your brand messaging values & strategy: Ask yourself, if this content supports buyer’s journey.
- Has a relevant call to action: You need to tell them what you want them to do next.
- Free of errors & poor grammar: Refinement & polishing can be the difference between making & breaking the trust.
6. Extending the value of your content through repurposing (shelf life of your content):- Great content is the foundation of your Content Marketing Plan & it can take a lot of time & effort to create an effective content on a consistent basis.
Benefits & advantages of repurposing content give you another opportunity to rank in search engine results, Allows you to reach a new audience & supports the consistency of your message.
Repurposing content strategies are bifurcated into two stages
- Content Republishing: The act of reposting your content, mainly blogs, on other websites with proper credit given to original author. When republishing the content, make sure your SEO is not penalized.
- Recycle: Effective recycled content is made up of Adjust (What needs to be added, removed or re-worked), Combine (you may be able to combine related or unrelated content to provide new value & meaning) & Expand (is there any opportunity to expand the topic)
7. Effectively promote the content: – Content promotion is the distribution of content through a variety of media channels. Content marketers can leverage promotion channels to connect with the new audience members & prospects.
Content promotion success relies on by driving the Website Traffic, improve audience engagement & aid buyers with the purchase decisions.
Content promotion can be promoted by two ways:-
- Organic Promotion Channel: Search Engine Optimization, Email Marketing, Social Media, Live promotions (events or webinars), Influencer networks & Word of mouth.
- Paid Promotion Channel: Search Engine Ads (Google, Yahoo & Bing) & Social Media Ads (Facebook, LinkedIn, Twitter, Instagram & Pinterest)
Key areas to optimize content promotion.
- Reach: is used to measure the size of your potential audience & we can optimize the reach by including a link in the email signature, share content on social media, connect with industry influencers & always tell new people about the content.
- Engagement: We can optimize for engagements by considering how the user is going to engage with the content, including relevant action words & make adjustments based on the platform being used.
- Conversion: We can optimize for conversions by linking to the Landing Page for all of the promotional efforts & use a strong call to action.
8. Measuring & analyzing the content: – Areas of focus for tracking & measuring the contents are Brand Awareness, Engagement, Lead generation, Customer conversion & sales, Customer loyalty & retention & website performance.
9. Develop a growth marketing mentality: – An integrated approach to grow the business & optimize the content marketing efforts through constant testing across marketing channels. To develop a Growth Marketing mindset you need to know the marketing funnel, framework to properly operate & improve the marketing funnel & buy-in on instilling a growth mindset with the rest of the organization.
By following these above guidelines, you can have a good mindset approach to drive the successful content marketing in your business.
By following these above guidelines, you can have a good approach to drive the successful content marketing strategy in your business.
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