In recent years, it has become clear that one marketing strategy has risen above all others in terms of popularity. Content Marketing. The reasons for the popularity of this strategy are numerous, including increasing sales, retaining customers and brand building. Research conducted by the Content Marketing Association (CMA) has shown that over 50% of consumers say that content marketing has a positive impact upon their purchasing decisions, and 61% agree that it increases brand positivity. But content marketing is wide field. What specific strategies do you employ to get the best results for your business? We have broken down 5 key steps to making sure your content marketing strategy shines above others:
1 – What is Your Businesses’ USP?
A USP, or Unique Selling Point, is a specific part of your product or service that is not offered by other competitors in your field. Promoting aspects of your business that may be useful to your target audience can be the difference between standing out and getting lost in the crowd. Many businesses simply promote what they deem to be the positive aspects of their product or service, without taking the time to find out what really makes them different. By finding and promoting your own USP, you can have an edge that the competition may struggle to meet.
2 – Be Clear on Your Branding
Branding is crucial to a successful content strategy. Be clear on your companies’ colour scheme, fonts, and image style. That way your brand will be recognisable across all platforms of communication. Alongside visual branding, take time to define your mission statement and why you are offering your services in the marketplace. This can act as a guide for your team, and give them a sense of direction when producing content that has value to consumers.
3 – Add Value Through All Content
When providing content, always make sure that what you are giving your consumer adds value to them. This value can come in the form of specific industry knowledge that may not be well known, an interesting take on relevant current affairs, or new ideas on how to conduct business in your market to name a few. Most typical ‘content’ marketing is done through the medium of a blog and social media, so ensuring that these are regularly updated with up-to-date content is important.
4 – Keep up to Date on the News
Following the news in your marketplace can give you opportunities to produce content. Regularly updating a blog or mailing list with valuable content can be challenging over long periods of time, so keeping an ear to the ground on current affairs can help you come up with topic ideas. It is worth noting that simply regurgitating industry news would likely not qualify as valuable content. To give value, you will need to give another perspective on the news topic in question, or give insight into why new developments are occurring. Over time, this can help you develop your brand into a ‘thought leader’ and become an industry go-to source for information.
5 – Know Your Customer
Knowing your customer (KYC) is the backbone of all content you provide. When you have identified your target audience and built a few customer personas, you can start to identify what kind of content will be valuable to them. Each marketing campaign you do should ideally focus on a specific persona, including specific channels, formats and subject matter of the content you provide being tailored specifically to them.
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