With technology advancing, demographics growing more diverse, and media consumption habits evolving, the ways consumers get and perceive information have been altered. In fact, research shows that consumers utilize and trust company-owned and professionals more than ever before. So how can your company keep up with this ever-changing world and deliver valuable content to your customers? Through an engaging and consistent content marketing program.
First and foremost, content marketing is a strategic marketing approach – you need a clear sense of what you need to accomplish and how your content is supposed to help you reach your objectives. It is focused on creating valuable, relevant, and consistent content to attract and retain your target audience.
Valuable. The content should be worthwhile to those consuming it. They should feel as though they learned something, had their questions answered, or were made to be more interested.
Relevant. The content needs to address your customers’ wants, needs, and interests. You need to be the trusted experts that they turn to for answers – show them that you understand their problems. And be timely. Is there a season, event or trend that makes sense to weave into your content? Just make sure it isn’t forced.
Consistent. Effective content consistently delivered makes your brand instantly recognizable. Your customers will know you and grow familiar with your organization the more you give them.
How do you develop a marketing plan that suits your business? These five steps can get you started:
- Planning. Determine how your planned content will complement other activities, such as sales, service, promotions, or advertising. What role will your content play in achieving your set business objectives?
- Audience. Who will benefit most from what you have to say? Do you know who your target market is? What interests and concerns might they have that you can offer expertise on?
- Content development. Before putting pen to paper, develop a clear sense of what you want to say. Your tone must represent the expertise and values of your company. Make sure your content is optimized for your audience, search engines (more on that to come), and business objectives.
- Implement. Time to determine how to distribute your content. No matter what you do – publishing articles to your website, starting a blog (check out the home standby generator content on Cummins blog, The Block), creating an email campaign – keep a consistent schedule. Regular releases are best for establishing familiarity with your customers.
- Monitor results. Pay attention to the impact that your content has on your website traffic and search engine rankings. Watch how your customers are interacting with your content – analyze all of the actions (likes, shares, comments, etc.) and act on results. Dial up what is working and dial down what isn’t.