You have probably heard the term content marketing at some point during a marketing planning or strategy session. In fact, if you read my 2016 digital marketing trends blog back in January, you may recall that it was my number one trend to watch. Let’s take a step back for a moment and discuss what content marketing actually IS and how it can help your business.
Content marketing is exactly what it sounds like, which is to create consistent and relevant content to help your marketing efforts and show value to your audience. Whether it’s social media, your website, your blog or a white paper, the purpose of content marketing is to use these channels to present value to potential customers. This, in turn, will hopefully create more leads that funnel into your business.
All about the value
As I mentioned above, one of the most important points to remember about content marketing is finding the value. In other words, is the message you are delivering useful to your audience, which in this case could be a potential customer and sale? Remember – listen to your customers! If they ask a question, you want to be the one with the answer. This establishes that value and also builds your company’s credibility with the customer. As you begin to create and share content through your channels, you also begin to demonstrate to your audience that you are a trusted resource that they can go to.
Consistency is how often you post your content, which helps build your reputation as a thought leader. For example, if you are posting on a weekly basis, your audience knows you are a reliable source they can turn to for information, and that you are on top of the market activity relative to your products and services.
In order to create the consistency and quality that every content marketing plan needs, be sure to include a content process, a calendar, and content guidelines to help keep your team on track. It may seem like a lot to do at first but start slow and ramp up to it. For example, instead of making a content timeline for the year, begin with a week, a month or a quarter. This also gives you the advantage of making your content fluid particularly if a topic is seeing more engagement than others; you can then adjust your next time period accordingly to keep the momentum going.
Need help getting started? Send us an email or call 920-886-7727. Our content marketing experts can help you get your plan going so you can begin to see results!