6 Success Tips For An Effective Content Marketing Strategy In 2018Jan 09
Content Marketing has become a buzzword in the online world and large corporations, start-ups and Small Biz are finding considerable business success by adopting this strategy. The Business Success of Content Marketing for companies like Red Bull has laid out a path for others to emulate so that these companies can not only survive in this competitive environment but can also thrive in today’s globally connected world. However, it is shocking how many companies, large and small, still do not understand the potential of Content Marketing and continue to rely on traditional methods of marketing for generating leads, building brands and driving revenue through additional sales.
In 2018, companies that do not have an effective Content Strategy will continue to become irrelevant in the marketplace. However, an effective Content Strategy can make the company gain visibility for its brand and drive customers through a successful buyer’s journey to enable Sales. Below are 6 Success tips to build a Content Strategy that drives business success for the organization
1. Content Marketing is a separate revenue stream
To develop an effective Content Strategy, organizations need to consider Content Marketing as a revenue stream. This will not only justify the RoI for the marketing effort, it will also inspire the marketing team to drive more leads and enable successful demand generation. The concept of Return on Audience (RoA) should be considered as a key KPI to measure the success of the Content Strategy. The ultimate aim of the Content Strategy should be to build a loyal audience of prospective customers who pay money for premium content to make the organization’s Content Marketing Profitable.
2. Have a Documented Content Strategy
Most organizations that start on the Content Marketing journey do NOT have a document Content Strategy. There is no central repository of their digital assets and there is no alignment of the digital assets to the products for which campaigns need to be developed. Most organizations do not develop Ideal customer profiles and there is certainly no collaboration between the various team members that need to complete the various digital activities that together comprise an effective and successful campaign. All the effort that goes into new digital marketing campaigns need to have an end goal that benefits the origination’s overall business strategy. Thus, a documented Content Strategy becomes critical to the business success of the organization and needs to align with the Organization’s defined business strategy.
3. Content defines the Buyer’s Journey
Ask yourself two simple questions. First, do you know the flow of Content that any visitor to your digital assets will pass through? If you do know the Content Flow, then do you understand the user actions that would be enabled by passing through this Content Flow?
You can consider Content Flow as a GPS enabled map for the visitors of your website, blog, landing page or any other digital asset. This map guides your visitors through the buyer’s journey for your organization and ultimately, builds a Customer Success-focused business model. There is the one most important thing to remember while developing the Content Flow Model for your organization’s buyer’s journey. Remember it is never about yourself or your business. It is always about the pain point that you are trying to solve and how you are adding value to the prospective customer.
4. Explore new Content Ideas
The beauty of Content Marketing is that it gives you the opportunity to explore new ideas. Every time you create content, do not aim for perfection but explore new thought processes. Maybe the reason your content is not building audience is that you need to change the perspective from which your audience need to see their pain point. Maybe the reason is that your Content is not targeting the correct audience. Maybe you do not have influencers following your content.
Only by exploring new content ideas and changing the perspective of how your audience see your content, you will be able to build an effective understanding of your audience and have valuable insights into their pain points.
5. Have Visual Content
“A picture is worth a thousand words”. Visual Content is the key to the Success of your Content Strategy. Use images, infographics, videos and other visual content to grab your audience attention and engage them in conversations. Build a loyal following that waits for your next piece of content and remain relevant in a world where everyone is overwhelmed by content.
6. Distribute Magnets
All that awesome content has no value unless it is visible to your prospective audience. You need to define a short-term and long-term strategy to drive traffic to your digital assets. Where would you distribute those initial magnets that will bring visitors to your landing pages, readers to your blogs and viewers to your Videos. Have magnets that are simple and to the point and give something for free in exchange for the user’s email. If you own the user’s email, you have direct access to the audience and can then engage them directly to nurture a long-term mutually beneficial relationship with them.