Content marketing, it’s one of those buzz words you hear today in business. What exactly is content marketing, and how do you use it? Your content marketing strategy is part of your annual marketing strategy and will help you achieve your marketing goals.
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted online audience. When creating content, your goal should be sharing information that responds to your customer’s needs. How can you educate them about a product or service they need? How can you make your customers laugh? How can you build loyalty? These are questions that can help you create memorable, helpful, and engaging content.
Marketing is no longer about the stuff you make, but about the stories you tell – Seth Godin
1. Build Your Business Blog
Create a blog. Before you start writing, make sure you understand your audience. Then you’ll be able to focus on generating content that is beneficial to them. Topics can include answering customers’ questions, highlight the launch of a new product or service, and top 5 or other list blogs.
Resource: How to Write a Blog Post
Resource: Blogging Tips
Active bloggers deliver an enormous amount of value to their readers. They convey critical information that creates startling results. As you build your blog, you’ll find that an accumulation of small victories often leads to long-term success.
Discuss with your marketing team on ways to include collateral marketing materials. Focus on how you can include a variety of printing products such as posters, flyers, postcards, and brochures to enhance your message.
2. Create Marketing Videos
YouTube is the second most visited website with 1.3 million users and over 300 hours of video uploaded every minute! YouTube’s trending searches show us that video is a very popular and effective way to convey a message. If you want to reach a large audience, you can engage them with videos.
Use explainer videos on your website to describe what your business has to offer and use video tutorials on YouTube to explain how things work.
Don’t be frugal with your information. It may seem counterintuitive to give away valuable information, but this generosity builds authority. People will come to trust your brand. They will naturally assume that if your free information is useful, your paid information must be even better.
People will begin to follow you for your expertise. The videos on your website and popular video-sharing sites will help you engage with your audience. You’ll attract the right demographics and find the people looking for what you have to sell.
Of course, it takes patience to win people over, but over time, you will experience a snowball effect.
3. Improve Your Email Marketing
No doubt, you already have an email marketing campaign. Research showed that 49% of customers said that they would like to receive promotional emails from their favorite brands on a weekly basis. (Statista)
Now your task is to figure out how to make it even better. Here are some tweaks you can try:
- Offer more enticing gifts for people who sign up.
- Improve your email sequence.
- Analyze your metrics from previous campaigns to understand how your customers are engaging.
It takes a long time to develop an effective email marketing campaign. You have to test different messages and try out different types of mailing schedules, and you also have to figure out the perfect ratio of content emails to pitch emails.
Add value to every email. Think about what information is most helpful for your customers. This simple idea alone will help you to earn trust, encouraging people to open up your emails when they arrive in their inboxes. Consumers who purchase products through email spend 138% more than those that don’t receive email offers. (WordStream)
4. Increase Your Social Media Marketing Reach
Are you aware that are 3.2 billion social media users worldwide, and 29% of users use social media to research and find products to buy? Whether it’s Facebook, Twitter, Instagram, YouTube, or Linkedin, be active! Build your audience and bring awareness to your business by regularly posting and commenting.
- Less than 25% of your fans will see your post organically. Use paid advertising to highlight strategic pieces like videos, contests, and blogs.
- You don’t always need to be creating unique content. Share messaging from partners, ambassadors, and media outlets.
- Dig into the data. The great thing about social media marketing is the insightful data use it to improve your messaging.
Try these strategies in 2020, and get more out of your marketing!