Content marketing is essential in today’s digital marketing landscape, which means every business is trying to promote itself with original, insightful, funny content aimed at potential customers. With so much competition, it’s important to strategize your content marketing strategy to play to your strengths as an organization and showcase what makes your brand unique. Here are several indicators of a winning strategy to keep in mind as you design an approach that works for you.
Uses Solid Concepts
The concept is the kernel of an idea the piece—whether a blog, ad, infographic, or podcast—is built around. It should be unique to your brand and easy to understand, adding to a user’s experience rather than targeting them with a hard sell. For instance, an infographic showing how various customers consume media is a piece of value-adding content that could be promoted by a publishing company.
Starts a Conversation
Fostering a dialogue with your users and subscribers should be a primary goal of any content marketing strategy. Talking with consumers rather than at them makes them feel valued, which in turn leads to positive interactions with your brand. Providing possible solutions to problems and asking for feedback are just some of the ways to engage prospects in conversation.
Knows the Competition
Before planning a content marketing strategy for your brand, it is essential to be aware of how your direct competitors are engaging with users. A SWOT analysis (for strengths, weaknesses, opportunities, and threats) of your campaign ideas vs. your competitors’ will help you to form a plan of attack. For instance, if there is a type of content your competitor is not emphasizing, such as creating video content, that would be an ideal area of focus.
Builds a Community
Participation in an online community can have a huge impact on how people perceive your brand, as well as teaching you about the pain points of your target audience. Read up on the forums and content aggregators used by your demo, and engage in conversations with them. Joining existing online communities will help you build up a loyal fanbase, and allows you to speak to that community more effectively.
Places Focus on Conversion
Content marketing is a long-term strategy, but it should nonetheless provide a suitable ROI. Unlike email campaigns or ads, the immediate goal is not necessarily sending prospects down the conversion funnel. Instead, it builds goodwill and increases your organization’s visibility in a more general way. However, it should be providing discernible results by introducing prospects to your brand in a conversational, authoritative manner.
Above all, content marketing should be geared toward meeting some need that the customer has, whether for information or entertainment. Valuable content solves problems, answers questions, and invites discussion, all while putting the consumer first. In this way, it teaches users about your brand’s values as much as it informs them about the given topic of a podcast or article.
For help designing a content marketing strategy that fits your organization, contact AMMA Digital Marketing by calling 800-466-0684, or send us an email today to set up a free consultation.