The Path to Effective Content Marketing
Content marketing is an approach fixated on creating and delivering relevant, essential, and consistent content to appeal to a specific target audience. By doing this correctly and reaching your target audience with effective content marketing, you can easily turn hard work into profit. There are five steps on the path to effective content marketing. From defining goals to executing your strategy, learn how to optimize your content marketing plan and tailor it for search engines, public relations and social media.
The first step in any successful strategy is to define clear goals. What does your business hope to achieve with this initiative? How will you measure success? Use quantifiable indicators to benchmark your current position and where you want to be. This makes it much easier to assess your results and determine if your content is performing.
From there, with goals in mind, it is essential to understand your target audience and the demographics you want to reach. One way to get to know your audience is to examine testimonials from past customers; take into account their experiences with your company and learn by talking to them directly. By understanding your target audience, you can create content that will resonate with them. You have to know your audience to access your audience.
Once you set your goals and understand your target audience, it is time to create a content plan. Keep this checklist in mind when creating your plan: Remember your existing materials, know your competitors, know what you and your company are capable of, and stay organized by creating a content calendar to visually see your goals as you approach them.
With your content plan in hand, next you need to determine the specific ways you will reach your audience. This can be done through social media, public relations, and search engine optimization (SEO). It’s important to consider tactics and create content that is tailored to perform well on each distribution channel. According to the Content Marketing Institute, “on average, B2B marketers employ EIGHT different content marketing tactics to achieve their goals.” That means eight ways they are connecting their content with their customers.
Once you have published your content, it is important to remember to test and analyze the results of your efforts. Doing so will help you to understand how your plan may have done well in certain areas, and not as well in others.
Finally, with this information you can better market your company to your audience through your next content plan. Refine your strategies, modify your content, and repeat the path to develop the most effective content marketing for your audience.
Photo Credit: ©iStockphoto.com/ivelinradkov and Infographic ©BrandFever