First, let’s define content marketing:
Content marketing is creating and posting valuable information – “content” – about your business or industry that people will read, share, and remember. Whether you’re selling a product or providing a service, it’s about connecting with people who want to do business with you. By posting relevant content, you’ll turn prospects into customers, customers into promoters, and employees into evangelists for your brand.
And yes, that means giving it away – free.
For many businesses, that’s a scary concept. Your first instinct may be to say, “Won’t my competitors copy everything I’m doing?” Well, let’s say you sell a product called Great Widget. Chances are pretty good that you’re not the only one selling Great Widget. So what makes you different? Is it superior customer service? Do you have loyal customers who will provide a testimonial? Do you provide the fastest industry turnaround times because of an innovative process you’ve implemented? Do you have a company culture that keeps employees happy? Are you involved in making your community a better place to work and live? Hopefully, your list goes on and on. This is the stuff that will make your content stand out.
It’s the people and processes behind your Great Widget that make customers want to be part of your community. Simply put, it’s what you provide that your competitors don’t.
So I have a good story to tell. Now what?
Identifying those things that make your business different is the first step. Next is deciding what, where, how, and when to share so you break through the noise that people encounter online every day.
Gone are the days of buyers waiting for – or wanting – a sales call. No longer are they going to your website alone to find out about you. It’s been said that consumers are about 60% of the way through the sales process before they even speak to a sales rep or go shopping. They’re searching online, reading about you on social media, and speaking to friends and colleagues.
What will they find about you? If you’ve got a good content marketing strategy, they’ll find information that positions you as the leader in your industry, demonstrates that you understand their pain points, and have solutions for them — and that will put you right at the top of their list. After all, who doesn’t want to be associated with the best company, the one that most closely aligns with their own values, needs, and opportunities? Today’s buyers are inundated with choices. Relevant content will inspire them to take action, whether that means contacting a sales rep or making a purchase. And most important, great content will be working for you 24/7/365.
If you’re still worried about giving away too much information, don’t be. Any good content marketing strategy will include components specific to the sales process or buyer experience. For example, if you’re a business selling products or services to other businesses, this may include a whitepaper with details about a proprietary process that can be shared by your rep to help move the sales process to the next step. If you’re a consumer-focused business, your follow up communication after a purchase can sway a repeat buying decision in your direction.
Your online content will generate leads and facilitate a conversation or first interaction; the details about your business and the experience you create will seal the deal for you.
Who’s going to read my content?
Who are you trying to reach? Where do they live, work, shop? What do they do in their spare time? It may be tempting to assume you understand everything about your target audience and start pushing out content, but if no one is reading what you’re posting you’re wasting precious time and money. Just as you wouldn’t launch a new product without understanding the market, the same holds true for content marketing. You must first do some homework.
Creating a buyer persona can be helpful in determining the best outlets and the type of content that will resonate with your audience. Your brand or marketing group may already have this information; if so, that’s fantastic and you’re already on the right track to success. If not, it’s time to identify one or more of your “ideal” customers. The ability to describe your customer in as much detail as you would one of your friends will go a long way to identifying the best places to reach them. Information about your buyer persona may include gender, age, occupation, industry, income, education, city where they live, hobbies, and interests, to name a few.
There are several ways to obtain the information you need to create your buyer persona. For instance, you can conduct a survey of your existing customers and compile the data you receive into one or more personas. And don’t underestimate the wealth of information you can get from the people on the front lines of your business – those sales and customer service reps that interact with your customers daily. By engaging them in this process, you’ll reap additional benefits for your business: you’ll have employees with a personal stake in your success.
You may discover that you have more than one buyer persona, and that’s ok. By going through this process, you’ll not only determine the best channels to use, but you’ll identify customer challenges and opportunities that will drive the messaging for your content and differentiate you from your competitors.
Where and what should I share?
Once you define your audience, there are many ways to connect with them. Social media outlets such as Twitter, Facebook, Google+, Pinterest, and Instagram provide immediate feedback, facilitate sharing, and let you interact with people around the world. Other ways include industry trade shows, speaking engagements, blogs, online forums, newsletters, webinars, and yes, your own website.
But don’t be overwhelmed by the options available to you. Not all outlets are right for every business; determining what you’ll be sharing will help you decide where to share it. Types of content can include case studies, executive presentations, infographics, photos, video, eBooks, and even links to other industry content you find interesting or may be relevant to your audience. An effective content marketing strategy will help you find the most appropriate outlets and mediums to use.
No matter which channel or combination of channels you use, never substitute quantity for quality. Any content you create, whether a 140-character Tweet or a 30-page eBook, represents your brand. That means your written content must be free of spelling or grammar errors, and a graphic designer should design your visual content, such as infographics, presentations, and case studies.
I’m already creating content. Why isn’t it working?
There may be several reasons your existing content is not producing your desired results. First, can people find it? Does it show up when someone searches for that particular topic? Hoping that existing or potential customers will stumble upon what you’ve created is a waste of the time, effort, and money you’ve invested. Identifying ways to improve your search results should be part of your overall strategy.
Are you inconsistent with your content? One of the golden rules of content marketing is that consistency is key, and what will ultimately drive your audience to take action. You want to remain top of mind with your audience. People have short attention spans and will move on quickly – perhaps to your competitor – if you’re only pushing out content once in a while or not following through with what you’ve promised. Not many people will follow a Twitter feed that hasn’t been updated in two months. If you tell your customers they will receive a monthly newsletter, you need to send a monthly newsletter. No matter what your schedule, stick to it!
Never doubt that there’s a competitor waiting to step into the void you’ve created by not communicating with your audience.
And finally, be sure to go back to square one: was the content developed with a particular buyer in mind? When are you posting? Knowing when your audience is online is as important as knowing where they are. Posting content before you understand your buyer persona will not generate the leads you desire.
The best content marketing strategy will assess what you already have and develop a plan for what may be missing. It’s about looking at opportunities to build your community in the most effective way.
How can I be successful?
By following a few steps, your content marketing program will help you achieve your goals.
- Identify what makes you different; this will help drive content messaging and let you stand out from your competitors
- Understand your buyer persona so that you can build your community
- Create content that addresses the challenges and opportunities of your audience; this is why they will remember you
- Ensure your content reflects your brand; how it looks is equally as important as what it says
- Select the appropriate channel to distribute your content
- Set a posting schedule and stick to it
- Remember that consistency is key to success
It’s important to not only have the right message for each channel you decide to use, but also the right person speaking on behalf of your brand. The amount of time and effort it takes to implement a good content marketing strategy can vary greatly, but the steps should be the same. Your strategy will depend on the size of your company and your overall goals, but whether you’re a global company or a small startup, there is a strategy that’s appropriate for your business and your budget.
Whether you’re just getting started, or want to take your content marketing to the next level, let’s talk.