A Guide To Implementing Content Marketing. Today.
I’ve been doing a lot of research lately.
I’m trying to ascertain what exactly constitutes Content Marketing. A relatively simple term in itself you would think.
Here’s the thing though.
In everything that I’ve read to date, I’ve come to the conclusion (albeit my conclusion at that so by no means anybody else’s), that to give one definition to this term makes what it means almost static.
Which I don’t think it is.
Because how one understands the concept of Content Marketing, and as a consequence, how they use it, well, it’s a game played very differently by most.
So here’s what I think Content Marketing is right now.
It’s the creation of content that is awesomely creative and informative at the same time. It is of extraordinary quality. It’s incredibly useful. And it has the ability to transform a consumer’s behaviour into tangible profitable action.
Why do I think this?
Well, let’s be honest.
Consumers have become clever. Or should I say cleverer. So much so that they can sniff the trash being put out there within seconds.
People want content that actually means something to them. They want to hear, read or see something that appeals on an, might I say it, emotional level. Because it’s only then that those people will make the effort to engage with you. And only then will your brand stand even a morsel of a chance of gaining their loyalty.
Consumers who will WANT to buy from you; over and over again.
So how do you go about implementing the content marketing techniques that you need so as to produce and deliver the right type of content?
Here are 4 easy but crucial guidelines to keep in mind:
1. You need to understand why you are creating content.
What will you be doing with the content? What do you hope to achieve with it? Is it to:
– Promote your specific products or services?
– Create or drive brand awareness?
– Is it to increase consumer engagement? Or website traffic?
2. You need to establish who your audience is.
Yes, it would seem apparent that you know who you are creating content for? But do you really? Defining your target audience is a very essential component of the content marketing process. Not every person is a potential customer. So how else will you be able to determine what to create unless you know who you are creating it for?
3. Get an idea of the content you want to produce.
You message can be delivered in a multitude of ways. Video, photographs, text, e-books, infographics; the choices are endless. But no matter the medium you select, be sure it is:
– That ingenious so as to attract your target audience.
– Stimulating and useful so that your audience will want to keep engaged.
– Diverse so as to keep it from being boring.
– Produced regularly enough so as to keep it relevant.
Content creation never ends. It’s a cycle that keeps in motion continuously. So stay on top of your game. Make sure you know what’s trending in your sector. Become part of forums, groups and communities. Engage just like you expect your audience too.
4. Keep your content optimized.
Whilst authenticity and originality are essential, integrating SEM and SEO tactics into your content plays an important role too. You want people to find you in their online searches. So try and make it easy for them. Please.