Content Marketing is certainly the buzzword of the current Marketing era. Let’s face it. Before any purchase decision, your target audience will research about two things mainly: your content and your received reviews. Their judgment and perception will be based on various contents posted by you and word of mouth. So, you need to draft a high quality, goal-achieving content, for Stepping Up Content Marketing Game.
Although you think you know what content marketing is, do you actually know? Still confused about it? Let’s revise the concept again. The creation, distribution of valuable and quality content to attract your target audience with an aim of driving customer purchase action is content marketing.
If we break the definition, the first important thing we get is ‘valuable and quality’ content. The second important thing is driving customer action. Of course, when you add value to your content, the customer finds something to drive a purchase action.
If you ask why content marketing, the answer is already there. Customers research about you before making any purchase decision. However, one of the misconceptions is the aim of content marketing is to directly boost sales. Except for the discount or special offer contents, it cannot boost sales directly.
The main goal of content marketing is brand awareness, consideration and perception creation. Obviously, Content marketing influences purchase decision too.
Realizing the significance and prospects of content marketing, here are the
10 Tips for Stepping Up Content Marketing Game.
Table of Contents
1. Plan First
Just like you plan out marketing strategies, budgets first before any implementation, plan your content marketing too. Otherwise, there is a chance that you might waste both time and money on useless contents. Therefore, plan your contents carefully since time is money.
Be clear to yourself. What is the main aim of your content? What information do you want to provide? What should be the perception of you from your content? Although you can’t control the perception of human, you can certainly try to shape and direct it.
First, set goals for each of your content. Then plan your content according to the designated goals.
Record your plans and goals too. This forms a map for you. You know which directions to go. But know that there will be loopholes is your plan.
Be prepared that you might need the emergent strategy in case there is an external situation backfiring your plan. In short, keep contingency plan too.
2. Study Your Target Market
This comes along with planning but because of its significance, it makes a separate point here. Know the features and common interests of your target market. Study them. Their behaviors, their hobbies, their roaming places, their demands. This helps to shape and plan your content. Most importantly, this helps to know what attracts them, catches their attention and what are they inclined to.
The aim of content marketing includes attracting customers and drive a profitable action from them. Hence, plan it for your target market.
Another important factor is your target market’s location, either living, roaming or virtual location. Special mention is the virtual location.
3. Map Your Content-Location
When you plan for your content, plan the location your content will be distributed too. In this case, the study of target market comes in handy. In the digital world, your target market may roam in multiple accounts of social sites. Promote your content there.
Besides, look for the keyword they use to search for your related product the most. You can add the keywords in your content so that your content becomes easily available to them. Additionally, research the websites they visit the most, you can promote your content on those websites too.
For instance, your customer may visit YouTube a lot to watch videos. Now, YouTube allows a certain brief period of ads between the actual videos. You can promote your content through those ads.
If you have content that serves multipurpose and can be promoted through multiple platforms, specify those platforms too. Create a concrete map where you want your contents to be distributed.
Pinpoint the locations specifically. Or else, you might have fabulous content but not be getting enough attention because of promotion in the wrong place.
4. Align with Marketing Strategy
While you plan out the content keeping goals in mind, do also keep the marketing strategies in mind. You made some strategies for your marketing starting from budget to tactics and promotional management. Align your content planning with the marketing strategies.
When there is no alignment, you are likely to lose the main objective of your marketing. Every steps matter in achieving your ultimate mission of the business.
So, when you plan for any marketing type, not just content marketing, the specific goal of one should bring results for the overall general goal too.
5. Invest Quality Time
Much more than cost, what is significantly needed is your time. Yes, this won’t take much of your time but do not just hurry it up. Be quick but effective too. You, of course, need time for planning, target market study, location planning and brainstorming ideas.
The advantage here is that the need for target market study and planning is common for all your marketing steps. So when you invest time in there, you are actually working on all your marketing strategies.
Hence, what you need is just extra time investment in brainstorming ideas and how you want it. Your contents are the ones through which customers will judge you.
If you hastily get it done, you might lose insight into important factors in your content. No wonder why you need to spend quality time building up the content.
6. Use Variety of Elements
Content is just not about words anymore. And since people absorb visual information much more effectively, marketing has more shifted towards images, videos, podcasts, etc. Blogging and article help too.
Thus, do not restrict yourself to one element only. Your content can contain a mix of various elements: words, image, video, etc. Remember, the main form of creativity blooms in your content.
And you can apply your creative ideas while building the content with creative elements. Nevertheless, it is important to focus on content.
7. Qualify Your Content
You are often told and advised for quality content. What is quality content? Why no one ever tells you that? Think of it in this way. For cooking a delicious meal, every ingredient must be fresh, unadulterated and in the right proportion.
Similarly, the ingredients in your content should be perfect for catching the attention of your audience. Some of the tactics you may try are:
- Raise a question. Leave a question in minds of your audience. They’ll search for you to quench their curiosity.
- Say it like a story. That is the best way to make a lasting impression on the mind of your consumers. As human beings are emotional, they tend to remember story more.
- Give a catchy introduction/ headline. People decide through headline if the content interests them or not.
- Include influencers or reviews from customers in your content. The audience has a tendency to believe peer recommendation or their favorite influencer’s words more than the traditional advertising.
8. Attention to Details
At the implementation stage, pay attention to every little detail of your content. This is because even a little mistake can be detrimental to your goal. Customers are very sensitive to mistake. Even a spelling mistake can ruin your excellent content.
No matter how colorful visual you use, people focus on your mistake first. That is why pay attention to small details. Be it an image, video or writing.
9. Proofread Your Contents
We know, to err is human. You might miss out some information, not necessarily always a mistake while paying attention. That is why always proofread your contents by your peers or colleagues or even supervisors.
Keep a devil’s advocate on your team for the purpose of constructive criticism. It is much needed for a flawless and functional content.
10. Play the Consistency Game
You might use varieties of elements for producing the content but keep the theme consistent. There should be consistency in each of your contents. People should be able to relate each of your contents with your brand logo, symbol, tagline.
Lack of consistency creates a perplexing concept in viewers’ mind. Contents that are relate-able grabs more attention. Besides when you are consistent, your brand image is more likely to be established permanently in customers’ mind.
11. Promote Simultaneously
One of the Growth Hacks for Content Marketing is to promote to the right place to the right audience at the right time. Do not just stop sharing your contents once and on one platform. Remind your customers about your contents continuously by sharing them multiple times. Share them on different platforms too.
No, customers are not always annoyed. They are just reminded of your products, offers, and features. The best thing about social media is the audience spent a good amount of time there.
So share your contents on multiple social sites (according to your target market). Moreover, even social media are connected to one another. Link your social sites and share the same content.
In the cluttering world of marketing, your content might be good and responsive but needs to be reminded of. Therefore, promote simultaneously; for better perception and better persuasion.
Not just for brand awareness, content marketing paves the way for the growth of your brand and connection with your potential customers. With traditional marketing being replaced by new approaches to marketing every day, content marketing is certainly a promising strategy. It is a winning tool for your promotional management.
So, when are you Stepping Up Content Marketing Game?
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Jamil Ahmed is the CEO of “Reinforce Lab”. He is a Pharmacist with experience of working in several pharmaceutical companies for over 5 years in International Business. Jamil Ahmed (@ahmedjr_16) is a Digital innovator, Personal Branding, Small Business, and Marketing consultant. He was named as the Top 3 Business Intelligence Marketing Influencer in 2018 by Onalytica. He was also Top 20 eCommerce Online Seller & Influencer by SaleHoo and Top 8 eCommerce Influencer by FitSmallBusiness. He regularly shares his tips and tricks for effective Personal Branding, Digital Marketing, Social Media Marketing, Small Business, Entrepreneurship, and Latest Technology Integration in Business by building relationships, and by telling stories. Read more about him.