To create genuine sells, your content marketing strategy should consist of channeling informational content to your target audience. A content marketing campaign that delivers meaningful information to its target audience creates effective customer engagement and an increase in sells.
- 1 How to Write Good Content
- 2 Distinction Between Content and Content Marketing
- 3 How Content Marketing Fits Into Your Marketing Strategy
- 4 Keywords That Attract Visitors Through Content Marketing
- 5 Create A Buyer’s Persona To Push Great Content
- 6 Converting Social Media Content Into Leads
- 7 Summary
How to Write Good Content
The key to drawing new customers is by sharing relevant, valuable, and engaging content with your target audience. Believe it or not, your potential clients don’t care about you, your products, or your services. They care about themselves, their wants, and their needs. Therefore, it’s essential to write content that your clients or potential clients are interested in so that they will pay attention to you. A good content marketing campaign makes a person stop, read, think, and act in a distinct way.
Distinction Between Content and Content Marketing
The key difference between content marketing and simple content is that content marketing must deliver results for the business. It must inform, engage, or amuse with the objective of driving profitable customer action.
Even if your content is engaging and informative, if you’re not achieving certain business objectives (such as customer retention or lead generation), then it’s not content marketing. The material you create must be aimed directly at attracting and/or retaining customers. Your Content Marketing strategy should be centered around the needs and wants of the customer. If you aren’t altering behavior for the betterment of the company in some way, you’re just producing content, not content marketing.
How Content Marketing Fits Into Your Marketing Strategy
How content marketing fits into your marketing campaign is understanding your primary market. What is the primary market? The two types of sales relationships are Business to Business (B2B) and Business to Consumer (B2C). A B2B business content is focused on handling marketing and sales to other businesses, while a B2C content markets and sells directly to consumers.
What’s the difference? between B2B vs B2C?
The skills you need to be successful in one type of business can be transferred to the other, but there are also differences between the two types. Understanding these differences can maximize your content marketing campaign.
Typically with B2B, there’s a preexisting relationship between B2B sellers and customers. Their customers have high expectations for the marketing material to be informative and straightforward. On the other hand, B2C is more emotional selling. The aim is to present your product or service as the solution to a problem that the buyer needs. Even if the buyer is unaware that the problem exists until they see an ad for the product or service. Demonstrating how the product or service can solve a problem is paramount.
Keywords That Attract Visitors Through Content Marketing
When a person searches for specific keywords that match the content of a web page, Google and other search engines index those pages and recommend them. If your page appears early in the search engine result pages, the person is more likely to notice it.
What are keywords?
A keyword is a phrase or idea that defines your content. Search engine optimization, meanwhile, refers to these words and phrases as search queries. Having relevant keywords on your page can help you have a better chance of being found among the results when people are searching for what you have to offer. Beware of keyword stuffing! A keyword stuffing tactic is when a search engine optimizer fills a webpage with multiple instances of the same desired keyword to rank higher. For instance:
- Repeating words and phrases that are not relevant to the topic
- Adding words that are out of context
- Using blocks of the same keyword
It is important to educate, serve, and engage your readers through your website content. When you stuff your pages with keywords, you stop writing for readers and start writing for search engines. Key to creating customer engagement is increasing conversion and guiding your audience down the desired path. You can only make this happen if you write with a customer-centered mindset.
Create A Buyer’s Persona To Push Great Content
What is a buyer persona? and how does it relate to content marketing? Buyer’s Persona is an ideal fictional customer that enables you to identify your ideal clients. It is not a real person, it is a generalization of clients that share similar behaviors, needs, or wishes, and perhaps some demographic characteristics. Active content marketing also involves considering who you want to market to. Once you have a clear idea of your target market, you will see better results. Personas allow you to define the types of individuals you want to target. Therefore, all your marketing content should be tailored to reach those buyers’ personas.
By analyzing users’ personas, you can refine your brand more effectively. For instance:
- You could craft a backstory that brings out the empathy and emotion in your customers, to build stronger relationships.
- It can help you decide on what fonts, colors, and design elements you should include in various branding elements, from your website to your printed materials.
- You could apply user personas to direct your messaging to the correct social media channels to reach a wider customer base.
Converting Social Media Content Into Leads
The current trend is to open a channel of your own to redirect and convert your audience. YouTubers, Twitterers, Snapchatters, and Instagrammers are all launching blogs and websites to secure their audience. So, before investing time into building up your social profiles, address the following question: Which social networking sites are popular with your target audience? Not every social network is a good place to advertise your product or service.
For instance: Pinterest is primarily for women, Instagram is popular with young adults, Twitter is more popular with urbanites, and LinkedIn tends to have an audience of entrepreneurs or employed and older individuals. Facebook, however, has a relatively diverse audience. While it is true that Facebook now has a more diverse audience spanning all ages and socioeconomic levels, older adults and seniors are particularly attracted to it.
Keep in mind, there is no way for you to be everything to everyone across every platform. Should you be everywhere? Probably not. Should you be where your audience is? Definitely. Do you need to be where your competitors are? Not necessarily. Should you be where your content objectives can be met? Definitely.
The objective is to create a central hub. Unlike third-party spaces, such as social media channels, you can control the platform and what information gets displayed. Control is key when it comes to content marketing. Creating a central hub allows you to store, share, and access your content when you need it. The best way to succeed in social media marketing is to funnel information through a central hub, such as a website or blog. A website or blog, in particular, can provide your target market with a deeper connection with your products or services.
An effective content marketing strategy is built on trust. Building trust can only be achieved by creating awesome content that people enjoy, ensuring a superb user experience, and achieving links and mentions from trust-worthy websites. Building trust may lead to your brand being ranked higher in the future, because Google and other search engines know your content will produce great queries for their searchers. Expect trust to surpass the power it has today.