In my last post, I explored a number of questions I’m frequently asked about content marketing. What is it? Why is it important? What should I say?
In this post, I’ll tackle the BIG question – how to implement a successful content marketing strategy. Keep in mind that you’ll be building a strategy of attracting customers by being helpful and likeable.
Step 1: What’s Your Objective?
A content marketing strategy starts with understanding your goals. What is it you want – more leads, general list-building, brand awareness, more website page views? Content should be chosen based on your objectives.
Step 2: Who is Your Customer?
Think about the customer or prospect you want to attract. Build a picture of the customer you are targeting. Once you understand their demographics, what makes them identifiable and what makes them tick, you’ll know how – and where – to speak to them. Remember, you would approach the purchasing agent of a major corporation differently than – say – teenage girls, aged 16-19.
Write down what your customers want to know, the tone of voice they respond to (corporate, casual) and how they consume content (blog, Facebook, Twitter, LinkedIn, etc.) The channels you decide to use in your content marketing efforts will depend on your customers and the ways they interact with content.
Some companies use custom magazines (like the airlines) or articles. Others choose print or online newsletters. There are many channels to choose from: websites or microsites, landing pages, social media, blogs, whitepapers, webcasts & webinars, podcasts, videos, teleseminars, workshops, roundtables, email, free reports, tutorials, case studies. And these are only some of the channels!
Step 3: Decide What to Share
Content marketing is the soft or “invisible sell.” It’s providing information versus tooting your own horn. Remember, your goal is to gain customer recognition of your business as a thought leader and expert in your field.
Here’s an example of an invisible sales message: Let’s say a company sells gutters. If they’re writing a blog during hurricane season, they should be talking about types of gutters, the damage hurricanes can cause, how gutters can reduce damage. The company is creating a desire for a product but not pitching it.
The goal is to educate a potential customer – not to sell.
You can use content marketing to subtly move potential customers through your sales funnel. Your content could:
- Speak to any objections that might keep someone from buying your product or service
- Provide examples of how other customers benefit from working with you
- Raise questions
- Address their pain points
Successful content marketers use a very high ratio of valuable content with an invisible sales pitch mixed with a very small amount of periodic promotional messages: it’s the old 80/20 rule. Think of it in these terms: for every 4 informational pieces, it’s okay to send one promotional message.
Just remember, you aren’t directly selling your product or service. Your customers are out there looking for ways to solve problems. You want to be there delivering the solution.
Step 4: Create a Calendar & Publish
It’s important to create a calendar with all of the topics you’ll publish as well as your publication schedule. Even more important than creating a content calendar is sticking to it. Use slow business times to create a bunch of content in advance that you can easily publish when you’re swamped.
There are free tools that can help make launching your content a set-it-and-forget-it exercise. Services like Hootsuite and blog scheduling options in website frameworks like WordPress can free up corporate marketers and small business owners to run their companies.
Step 5: Measure Your Success
How do you measure your content marketing ROI? There are a number of metrics business owners should check regularly to measure the success of their content marketing efforts.
First, know your baseline numbers – for instance, how many Facebook likes you typically receive each month, how many social mentions and shares, the number of comments on each blog post, the length of time spent on the page, the number of followers, etc. When you know your baseline, you can start tracking the impact of new content.
Once you have the beginnings of a strategy in hand, the real work begins…and it requires a consistent commitment to producing content. Either set aside a budget for fresh, well-written content, or make the decision to invest the time necessary to drive your online marketing efforts. The key – either way – is to maintain a steady stream of content targeting your current or prospective customers.
Remember, content marketing isn’t like holding a 75% off blowout sale – it’s a longer-term commitment that might not yield results for 6 or 12 months. The web is a big place; it takes time to build credibility and attract a potential customer base.
The upside? Once you’ve established yourself as a thought leader in your industry, the sky’s the limit