Content marketing has seen quite an evolution in the year 2013 with great love from SEO teams but often there is a lack of strategy for content marketing. Ask yourself if you have ever come across a document called “content marketing strategy” in your business? Well I wont be surprised if your answer was “I don’t know”, 10% of UK marketers were listed in the unsure category when asked the same question, with 49% not having a strategy and the rest 42 having a content marketing strategy.
The Furrow from John Dee and Brick Kicks from Lego were the original content marketing campaigns. What these original content marketing campaign teach us is content marketing is about owning content, not renting it. It also tells us that media attracts and retains customers so always create-and-curate valuable and compelling content and be consistent if you wish to change or enhance a behavior.
To get some sense into what we are talking about, you need to learn from the best. Coca Cola’s Content 2020 The video will give you insight to Coca-Cola’s emerging content marketing strategy as they transition from one-way messaging via advertising excellence to content marketing excellent that makes their marketing content optimized for audience interaction (customers, partners, employees, enthusiasts, stakeholders, etc.)
No matter where you are at the moment, either the 42% who have no strategy or the 29% who do, lets just start by validating or creating our purposeful content marketing strategy by taking up these 10 resolutions for content marketing :
- Fill a Need, Find your Why?
Its very important for everything. in business and in life to know why they do what they do. Being clear about what you wish to achieve from your product or service who will be able to create indium content for social media, SEO and lead generation.
- Create a Content Marketing Mission
Inc. Magazine defines itself as the place for “Small Business Ideas and Resources for Entrepreneurs.” which clearly defines their core target audience, its clearly communicates what will be delivered as a brand promise and also mentions a clear outcome for the audience for why they should come back more often.
- Publicly Answer Your Customers Questions
Marcus Sheridan, CEO, River Pools and Spas, in 2007 spent around $ 2,50,000 in advertising and earned around $4.5 million in sales that year. After running a blog for answering all queries related to his business in 2011, Marcus won 15% more bids, sold more fibreglass swimming pools than any other in North America, cut sales cycle in half with only $ 40,000 spent in advertising. Marcus ended up answer all that customers could ask and every time you punch in a question on Google chances are its already been answered. One post over three years got close to 50,000 visitors, 4,000 of which went on to become subscribers and made revenue of about $84,000.
- Create a Subscription Strategy
Business is ultimately determined by sales you make but having spent time to build a community of people who share the same interest surely helps. Build something around your business, a blog, a community or event which brings people together. Hold the community together with relevant information and knowledge. New businesses except a night other success with subscribers but you need to understand that a subscription list is your niche audience and it will take a lot of love and care to curate the best audience which will grown and be fruitful to business as well.
- Leverage SlideShare
SlideShare is the most relevant platform today to share your presentation around with community. It also the most professionally accepted medium to send out information about projects and research to build a profile for your business or even an individual.
- Start Partnering with Influencers
Once you start building a community also identify your local or regional influencers, they could be industry leader, or local personality. Long gone are the days when influencers were only limited to blogging. Many of today’s digital influencers are creating massive following through deals and design collaborations. The best of the lot can be found on Youtube, they have huge following and its always easy to collaborate over social projects which helps get the word out. This creates an interesting scenario for brands looking to tap into these personalities for borrowed relevance, as two separate brands are now part of the equation
- Use Social Media 4-1-1
The rule states that for every one self-serving tweet, post, or update, a brand should share four new pieces of content and one re-share, explains Business Insider. By following this, a brand’s goal is to keep a conversation informative without being pushy.
- Know the Business ObjectiveAsk yourself these simple questions.
– Is the content driving sales?
– Is the content saving costs?
– Is the content making our customers happier and thus helping in retention?
- Tell a Story
Why? Because stories are very fundamental to how we communicate as human beings. Tell the right story and you can capture attention, entertain, enlighten, and persuade … all in the course of just a few minutes.
Stories are memorable and shareable — and those are two of the most important aspects of the very best content.
- Be Original
This can be a strong draw for an audience, because it’s presumably something unavailable elsewhere. When you have the right original content, results are sticky because you give people something they can’t find elsewhere. You also have the opportunity to develop a unique voice and personality for the company.