5 Steps To Better Content Marketing
By now, we're probably all tired of hearing that worn-out piece of web wisdom: “Content is king.” But herein lies the secret: Content does hold the key to leveling the marketing playing field, especially for small to medium-size businesses with limited budgets. If you're not familiar with the term content marketing, you're already late to the party. But don't worry: The five steps below will help you catch up in a hurry.
First, content marketing is NOT about selling your products or services. That may come as a surprise, but content marketing is about understanding the wants and needs of your prospects and providing them with meaningful content specifically of value to them. This accomplishes several things: It helps establish your position as an industry expert, it helps build trust and a relationship with potential customers, and it lays the groundwork for creating interest in what you have to offer. Potential buyers want information, not sales pitches.
1. Identify and define your target audience.
Marketers can no longer simply broadcast a generic sales pitch to a general business or industry audience. What marketers really need to do is identify the buyer's specific title, responsibilities, motivations and challenges and begin creating content of interest and value to them.
2. Map out a basic strategy.
Start with topics you know will be of interest to your target audience, based on the profile you've created about your potential customers, called a buyer persona in marketing-speak. Once you have a general editorial strategy, it's time to find ways to fill it up.
3. Start with the content you already have.
Most companies already have a stockpile of sales literature, white papers, web content, product releases and other material. Review and revise it as necessary and use it as the foundation to create new and improved versions that focus on potential customers and how your products and services can cure their “pains.” Make it less about you and more about them.
4. Add more content and stir.
Once you've exploited all your existing content resources, see what topical gaps remain to be filled in your editorial strategy. Identify people internally who might be able to tackle those topics. If they're unwilling or unable to write the necessary content, hire an outside writer to help.
5. Distribute.
Today, marketing is about much more than just broadcasting your message, it's about starting conversations with your target audience. Think multiple channels — your website, social media, industry or trade outlets, email and blogs. Find out what channels your potential customers use most to get their information, and focus on those.
There you have it. Five steps to marketing success you can start taking today.
______________
Jim Schakenbach is a freelance B2B and technology writer, marketing consultant, and principal of BIGWORDS Content Development. He is the author of “A Guide to Understanding, Developing, and Implementing a Content Strategy for Your Business.” Contact him at jim@bigwordscontent.com.
Read more
WBJ Web Partners
Most Recent
Most Recent
0 Comments