Estimated Time : 5 minutes
What is content marketing?
All of us would have definitely heard of the phrase “Content is the king” and it has created a lot of buzz among online marketers as well. We all know pretty well that there would be nothing to optimize for the search engines without content. Every backlink ever gained points to a piece of content. The keywords that people type into the search engine is nothing but an attempt to look for a relevant piece of content. Every email, sms, product/ service description is nothing but content. It as the main one of the major aspect in our business. Every consumer today, reach out to brands and businesses online. They research about the brands online before actually buying anything.
So what is content marketing then? Content marketing is nothing but a marketing strategy/technique of making use of valuable and relevant content for the acquisition of potential customers. As simple as that!
How can content marketing benefit my business?
The whole idea of content marketing is create content for your target audience that helps to either push a purchase or a lead.
- Helps in creating a strong brand awareness:
Creating a valuable and engaging content helps you to create more brand awareness among your customers as they tell each other about your brand, recommend and share links.
- Reputation among your industry:
Though it takes time for you to build the trust factor, once you have proven your knowledge with valuable content it helps you to gain the respect and admiration among your industry. You can be the one that people will look up to.
- Indirect customer conversations:
When you create content targeting the right audience you are cutting down the distance between the customers and your products/services creating a better chance for them to buy your products.
- Direct customer conversations:
Creating a great product description which will compel the customers to buy your products and they are left with no choice will bring more customers to your websites therefore driving up your sales.
- Improve your website traffic:
Creating a valuable content helps in bringing more and more people to website therefore helping in lead generation.
- Helps to improve SEO:
The number of ways in which content marketing help in improving your SEO is countless. A good content helps to gain quality backlinks which tells your importance to Google. Valuable and relevant content is more easily crawled by search engines and they can understand in a better way what your company is about therefore displaying your website for more relevant search queries. As told earlier there would be nothing for search engines to optimize without content!
- More social traffic:
Promoting your content on social media will help more number of users to read your content and also they will have an opportunity to share your content with their friends and followers, greatly increasing your circle of followers. This will in turn help in building followers for your brands on social media platforms there driving more traffic to your website.
- Increasing your conversion potential:
The main motive behind implementing content marketing strategy is to engage and bring value for your users. This will automatically increase the number of conversions you get.
- A better customer relationship:
A good content will help increase the loyalty among the customers and build a more personal relationship with your customers. When your customers rely on you as a primary source of information it is quite obvious that that they will buy your products or opt for your services as well.
- Reduces the marketing costs:
Content marketing only requires time to be invested. It is totally inexpensive and also offers compounding returns.
Content marketing is a safe strategy that can be used, affordable, available for all the industries and beneficial in many different ways.
What are the content marketing strategies for 2016?
So now that we know what content marketing is all about and how it can benefit your business let us now look into the different strategies of content marketing which help you win the game in 2016.
Before actually looking into the strategies let us take a look into some of the stats:
88% of the marketers are currently using content marketing as their marketing strategy.
76% of the marketers have said that they will be producing more content in 2016.
85% of B2B marketers say lead generation will be their most important content marketing goal in 2016.
- Document your strategy:
Despite the changing strategies from time to time one thing that would never change in content marketing is documenting your strategy. Focus on the core outlines and actionable steps and make a detailed documentation. List down the channels that you plan to approach, content that you need to produce and the end goals and motives that want to achieve.
- Develop an identity among your audience:
You will have to have an audience persona in order to execute your content marketing strategy in the right way. Identify your target audience among all the social media channels, the readers of your blog and also all the other platforms where you plan to host your content. Other than identifying your target audience and what kind of content they want, also know what their pain points are and how they interact with different types content.
- Match your content in accordance to the channels:
Where exactly should you share your article, video or infographic? Let us take example where you have a blog post in which you have mentioned some of your key LinkedIn followers. It is better to share the blog in that platform itself rather than other social channels. Later you can take some of the best quotes and statistics from your blog and promote it on Twitter. Keep a track of what is trending on various channels and also pay attention to the most clicked headlines and buzzwords and strategically match your content. Learn what type of content earns more engagement and incorporate similar content.
- Think fast:
You need to keep in mind what kind of devices are your audience using and how well your content is optimized for mobile users. Give a thought on how users are finding your content and what they are doing with it. Are they clicking on? Are they sharing it? Keep a close track on the user engagement and the number of shares.
- Give importance user experience:
When there is no good user experience all the efforts in creating content will go waste. Make sure that users can easily engage with your content whether they are viewing it on desktop or on mobile devices. Examine how fast your pages load and figure out which part of content does users engage with the most on your website.
- Pay attention to social media:
Incorporate social media channels completely in your content marketing strategy. Your content should be of the same quality, well optimized and personalised regardless of the channels.
- Make your content work seamlessly offline as it works online:
Pay attention to what type of content works offline and what your customers are doing outside the realm of social media and how is it in line with your online content marketing and how you can create cross promotion opportunity.
How to create a great content
Here are some of the criteria that helps you to creating great content:
- Great UI and UX on every device whether it is a desktop or a mobile device.
- The content should be a combination of high quality, trustworthy, useful, interesting and extraordinary.
- Considerably different in scope and details from others works but serving the same visitor intent.
- Creates an emotional response of awe, surprise, joy, anticipation and admiration.
- Solves a problem and answers a question by providing comprehensive, accurate and explainational information or resources.
- Delivering content in unique and remarkable style or medium.
Step 1: Take deep insight into the core at why people are interested in the particular topic.
Step 2: Consider unique angles of a particular problem.
Step 3: Uncover powerful, hard to replicate and high quality methods to provide an answer.
Step 4: Find a unique, powerful and exceptional way to present your content.
Content marketing if done right with right strategies can produce amazing results and is an incredible way to grow your business.
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