In case you need a quick refresher, here’s a definition:
Content marketing is the art of creating and sharing content that your target market values. The goal is to position your brand as an expert in your industry – and engage your customers with brand-relevant information, insights or experiences.
Keen to formulate a content marketing strategy
for your brand? Here are seven things to consider as you put together your plan.
1. Clarify your goals
Unless you know why you’re producing content for your audience, you won’t know which topics or content channels to focus on. Sit down with your marketing team and discuss your business goals – what do you want your content marketing campaigns to do for your brand?
2. Who are you speaking to?
Who do you want your content to appeal to? You need to make sure that you know your audience – what their challenges and concerns are, what’s important to them, what motivates them, and much more.
3. Stay on brand
While you don’t want to write your blog posts like product brochures, you do need to keep your brand tone of voice consistent across every single marketing message you send out – just in a way that is relevant to the communication channel. Stay true to your brand values, too.
4. Add value
Content marketing should never be too product- or service-oriented. Instead, focus on creating content
that educates, inspires, helps and entertains, to position your brand in a positive light.
5. What content does your audience want?
While you do want to keep your content unique and on-brand, it’s important to keep your finger on the pulse and know what topics are trending in your audience segment. What are they interested in right now? How are these topics relevant to your brand?
6. Vary your content
Keep your audience from getting bored by mixing up your content formats. Beyond blog posts and how-to guides, you could also produce videos, webinars, infographics, e-books, case studies, quizzes, newsletters, podcasts and much more. Be creative with your content marketing and you’ll stand out.
7. Be original
Write your own unique content – or get a copywriter to do it for you. If you only share other brands’ content, you are positioning your company as a follower and not a leader.
No matter whether you’re planning to start small with a few blogs every month or go big with an e-book and webinar series, it’s essential to have a detailed content marketing strategy in place.
If you need expert guidance in this area or a multi-disciplinary team to produce your content for you, chat to Kri8it.