For your customers to take intended action- you need to resonate with them. Content marketing is a powerful way to boost your brand awareness, conversions, and customer loyalty. With tailored content for each audience segment, you address their needs and prove yours the right solution for their predicaments. Your content should be focused on similar topics so your audience can start associating your brand with that subject matter- positioning you as a leader.
However, with colossal volumes of existing content online (and increasing), you need a proper, befitting strategy to stand out and win their hearts over. In this article, you’ll learn how!
The Backbone
”Your strategy guides the entire process and eventually decides the success of your content marketing efforts. With an all-inclusive, holistic approach to understanding customers and streamlining the experience, the sky’s the limit!”
Start with the content. What’s the purpose of what you’re creating? What do you want your audience to know? What do you want them to feel? What do you want them to do? Once you have clear answers to these questions, you’d know precisely the topics you need to cover and when. Organize it all in your editorial calendar to avoid any confusion.
Now, it all boils down to the execution. You have high-quality content that your audience is interested in and benefit from, and you have a distribution plan. When we talk about distribution, we shall focus on the fact that it’s not casting a wide net and trying to lure in as many people as you can. It is, in fact, circulating it to the people it’s meant for- people who need to hear what you have to say!
The Optimization
We’ve all had experiences with content not optimized so well. Sometimes the font is illegible- too fancy or too small to read. The other times, the audio isn’t in sync with the video, or the site doesn’t fit on your mobile screen. These things happen more often than brands want and deter your audience from consuming the excellent content you’ve created. In short, the story ends even before it begins.
Marketers should create a frictionless content experience. All details and nuances matter. Make sure your entire team understands the basics of CX and content formatting. For blogs, keep the paragraphs short and concise, use necessary headers and subheaders, and give enough whitespace- leaving nothing to disrupt the reading experience. The point is your audience shouldn’t have to put in a lot of effort to consume your content.
What you say the content is about in the title or introduction is what the content should cover. Because otherwise, you’ve squandered your audience’s precious time trying to bait your customers to read or watch something they were not interested in the first place. No one can build trust like that, and the prospects of them doing business with you are highly unlikely.
You are writing for humans but you’re formatting for search engines and social media. Include keywords throughout your writing in a natural way. Make your content more relevant to gain higher visibility in the search.
The Editor’s Note
”Content marketing is about striking a balance between making your content look enticing and meeting audience expectations. Every customer interaction is an opportunity to engage further by laying out the next steps that can help the user better.”
For instance, when someone reads a blog about a particular topic, you can add a call-to-action for them to read related blogs or watch a video around the same interest. For social, make sure you make it easy for people to share your content.
Go a bit deeper and establish yourself as a thought leader. Consistency is the key, and therefore, the entire strategy will require a lot of planning and improvisations. With these tidbits, your content marketing is all set to get the success it deserves.
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