When done well, content marketing can be a game-changer for any business. It can transform a marketing department from one that talks at its consumers to one that speaks with the consumers. It can help a business increase the top of the funnel, increase the effectiveness of the middle of the funnel while shortening the sales cycle. Unfortunately, there are very few marketers that do this well. And with the way the landscape has changed over the last few years, it would be in their best interest to start developing a new content marketing strategy because old techniques just won’t cut it in 2020.
Preparation For Your Content Marketing Strategy
The failure or success of your content relies on your marketing strategy preparation. In order to successfully market your content, it requires the right pieces to be in place before you begin creating content. Additionally, it requires your business to be willing to change things up and be open to new ideas.
Developing a new, updated content marketing strategy is only half of the battle. The other half is to follow through and actually implement the plan. Far too many times do marketing teams get frustrated with not seeing the results they wish and lose patience when split testing, forced into falling back to their original techniques.
The main objective is to focus on making the best adjustment to your content strategy that reflects today s digital landscape. You do not want to start restructuring all your content, just want to make the simplest changes to help deliver better results and stay up to date with other content creators. Missing a major component or fact that another competitor may not be can be the difference of keeping your audience on your page. Do extra research and reverse engineer your competitors as well.
For your content marketing campaigns to be successful, they have to align with the goals you’ve set for your business. When your content goals and business goals are in alignment, it brings the various parts of your business into the discussion, which makes the process of developing your strategy possible. The more you collaborate with all the components of your business the better the results.
Once you align your improved content strategy, sales, and client services, you can begin creating relevant and targeted content for all the phases of your sales funnel. It’s important that you go through your sales funnel from the back end to the front end, reverse engineering the process in order to be sure you will see the maximum results.
Create Audience Personas
One of the most critical elements in documenting your content strategy is knowing who your customers are and understanding their wants and needs. Once you have a good understanding of this, you will find other ways to captivate your audience in numerous other ways.
One unique way is by creating an audience persona. Doing so will help you to determine what kind of content you should develop that will enable you to speak to and engage with your audience. Creating audience personas will help you to define who your audience is, what motivates them, and how to create the right content to match those personalities.
All stages of marketing come down to psychology just as sales do. The better you understand the psychology involved in your audience, the more you will understand their needs and their unique behaviors. Every audience has unique behaviors or interests that can be leveraged to your benefit. It is just a matter of putting your self in their shoes and understanding what they are thinking at a specific time in the process.
Create a Distribution Plan
After you define your audience and figure out the psychology involved, you need to come up with a distribution plan to ensure your yo audience sees the content. Many times an audience will get to the page and because the content is not captivating enough or not meeting the requirements the audience is looking for, they will be gone from your page not to return, and someone else will captivate them. Understanding when to shift an audience from one topic to another or one page to another is just as important as every other aspect of marketing.
The main goal always stays the same, continue to deliver the most value while keeping the audience interested and wanting to read more. Treat it almost like a soap opera sequence style. Introduce an attractive character so you are able to always focus on the problem being solved. When you are constantly reminding your audience why they need your product or service, it will be a lot harder to lose their interest.
Marketing on social media can be helpful at times to decide when the right time is to send an audience to your site. Along with posting your content on social media, you might want to consider creating an email campaign. Not only will you be able to retarget those visitors, you will be able to distribute your content to your subscribers or enlist the help of your team members to share the content with their networks. Instead of allowing your strategy to be dictated by the typical patterns of sharing, find creative ways to get the most out of your content.
Whether your company has been developing content for years or is just starting to dive in, creating a content marketing strategy will help your business reach its target audience. And then once you reach them, take the necessary steps to outline a good plan to keep them captivated, and wanting to continue to read what you can do for them.
Keep them in the mindset that you have the best solution to their problem and stick to your strategy implemented. Take the time to develop your goals, personas, and distribution strategies, to set your marketing efforts up for success.
Remember, marketing is vested into the psychology of the audience’s emotions and the ability to reverse engineer what you have already created, just make the necessary adjustments so you keep them as interested in what you are offering them as you were in when they initially converted to your page.