Any digital strategy involves content marketing. Standing out with your content takes planning and effort. Here are three ways to get the most from your content marketing efforts.
As online behavior evolves, content marketing must focus more on the target audience rather than the brand. Marketers need to deeply understand the desired audience and what they expect. Time spent on content marketing can become more meaningful by focusing on the priorities that will help brands meet their goals in ways that meet customer needs.
#1 Have a Strategy
A content marketing strategy sets and keeps you focused on your goals. There are many things you can do – only the ones that move you toward your goal make sense.
Your strategy must be written. That enables you to revisit it and to share it with support resources. A written plan gives everyone a clear road map to follow.
Your strategy needs to document:
- Your goal
- The things you will do to reach your goal
- The ways that you will measure progress and success
Your written content strategy is the first step to a more efficient and productive digital strategy.
#2 Integrate Content with Business Goals
Content marketing is part of your digital marketing and sales processes. Your content strategy should support all stages of the buyer’s journey.
Content can and should play a big part in moving people from awareness to purchase. A piece of content can work towards awareness, engagement, or conversion and the analysis of the goals from each type of content can lead to a more effective strategy.
The variety of content types makes content marketing a very important part of the sales funnel and that’s why it’s important to establish how to align business and content marketing goals.
#3 Create Conversational Content
The rise of Alexa and Siri are just some of the indicators that people are increasingly getting conversational with technology. Searches are now questions. We expect stories and dialogue-like exchanges as we gather information.
Your content has to support this desire for conversation. More, it needs to present your brand personality. Yes, your brand needs a persona that people can engage with. It needs to be clear, consistent and attractive to your target audience. No small task!
As technology evolves, it will become even more important to be authentic while delivering an immersive experience. Your content needs to leverage voice search and other trends to provide people with content that meet their expectations.