Content marketing is an effective marketing approach that is used to draw the attention of, and engage the attention of a target audience through the creation and sharing of relevant videos, articles or podcasts as well as other forms of media. This strategy builds expertise creates brand awareness and keeps your business at the top of the mind whenever it's time to buy the products you offer.
What is Content Marketing?
Content marketing is the creation and distribution of valuable, relevant content such as blogs, newsletters, white papers and posts on social media, emails, videos, and so on to customers who are currently or may be in the future. If done correctly it conveys knowledge and lets it be clear that a business values those who they sell.
The continuous usage of marketing content creates and strengthens your relationships with clients, both current and potential customers. If your customers see your company as an organization committed to their success and an invaluable source of information and direction They're more likely to select you as a vendor when they're ready to purchase.
What is the reason it's so important
Content marketing is a tried and true strategy that has been proven to be effective. It also gives you an edge over competitors. Look at the information available on content marketing:
- Blogs that have been created by businesses get 67 percent more leads than other companies.
- 47 percent of buyers read 3 to 5 pieces information before speaking with sales representatives.
- Companies that make use of content marketing experience around 30 percent more growth over those who do not use it.
- 72 percent of business-to-business (B2B) marketing professionals claim that content marketing boosts engagement as well as the number of leads they generate.
How does content marketing work
Your company can make use of content marketing to draw prospects, make a case for your product or service when someone is looking for which products to purchase and also to make sales.
For it to be effective for maximum effectiveness, you must provide relevant content at every stage of the sales cycle, from awareness to consideration to purchase. If you think this is a bit complicated but don't fret: tackling content this way will actually ease the process.
Here's how Virtual Assistant can employ content marketing in every phase in the sale cycle in order to attract customers and also sell.
The first step of your sales process your content should be focused on the most pressing issues of your target audience. Write about their issues or challenges will give you the greatest chances of getting them to engage with you. Content for the awareness phase should be informative, practical tips. Keep your sales to the closing and consideration stages.
- A restaurant posts a blog on how to prepare an appropriate dinner menu to host a graduate dinner in spring.
- A bicycle touring company makes an instructional video about the subject "3 Ways to Choose the Right Bike Trip."
- A firm that designs architecture creates an ebook titled "Questions to Ask Before Hiring an Architect."
The stage of consideration
In the process of evaluating the content must be an amalgamation of useful information and marketing. It should also inform the reader on what functions or features to search for and how the various features meet their needs. Naturally your content must have an emphasis on what your business can offer.
Best content for this stage: case studies, how-to articles, how-to videos, checklists/worksheets
- A cloud-based company for phone systems develops a checklist titled "8 Ways to Improve Your Phone Customer Service" which lists the functions and features that provide excellent client service possible.
- Landscape companies create case studies that discuss "The Biggest Mistakes Most People Make When They Hire a Landscaper."
- Catering companies offer cases studies of events that have been successful that focus on the advantages they provide in such cases as "How to Accommodate Food Allergies at Your Next Event," or "How to Ensure Your Caterer Uses Sustainable Practices."
Content marketing plays a significant role in a situation where a prospective customer is near to purchasing. In this case you should concentrate on sales, so long as you make clear why you're your top choice instead of the quality of your products or services are.
The primary message in this case should be your knowledge as well as your knowledge and distinct benefits you can offer with what you offer.
The best material to use at this point: case studies, consumer's guides, user-generated content video for products Research report
- A consulting company creates an analysis report that proves that companies that use strategic planning, assessment from outsiders, as well as other services influenced by the services it provides.
- A design firm creates short videos to showcase the diversity of its work in different sectors to show its broad skills.
- A dental practice allows patients to share their testimonials regarding its latest equipment and superior treatment.
How can you begin with content marketing?
Marketing content can be overwhelming however it doesn't have to be. The most successful content marketing strategy can be managed and long-lasting. Start by following these steps to begin:
- Determine your your audience. To create content that is targeted to a specific user, you must know their goals, obstacles and needs. If you have written descriptions of your segments, select 1 or two segments to write about. In other cases, write descriptions of your target audience and potential customers prior to beginning. You can use SEO and keyword research tools to help you uncover the search your target audience types every day in Google. SEMrush and Serpstat are two excellent tools that can help you.
- Find the appropriate format. The right format corresponds to the phase of your sales process that you're creating content for. Another consideration is which formats can best assist you to present the value. For some, this could be a video, and for others, it could be a checklist.
- Choose the person who writes, edits and proofread your content. A reader will evaluate your content based by its quality and must. Choose the best source, whether external or internal for the creation of this piece. Whatever the source you should hire an expert proofreader who will review everything before it is sent out.
- Choose how you'll disseminate it. Are you going to post information on your website or email it out to people or even print it out at an event? Begin by thinking about "where" you know the target audience is likely to be and then choose formats that are logical. For instance it is appropriate to write an article to send an letter using email spam checker, while a checklist or worksheet can be made available on social media sites, and a buyer's manual is an excellent follow-up to a pitch.
- Choose a schedule that's sustainable. It's easy to develop an online web-based content strategy for marketing that is too ambitious. Once you've identified the intended viewers and formats you want to create, make an immediate (3-6 month) plan that is a reasonable number of content elements that you could create according to the budget you have and your resources. Track how long it takes to develop every piece of content in order to add that time to your timetable.
- Follow the most effective guidelines. Compelling content is clear and concise, with no any jargon that only your colleagues will understand. The content should also include step-by-step guidelines. A short, informative and actionable document is the best.
SEO as well as Social Media
The internet is full of information on SEO however, to get started with, you should focus on some essential best methods or hire an SEO expert for guidance.
Search for the keywords
Keywords are the basis of your SEO campaign. The most important keywords and phrases are phrases that potential customers type into an online search engine when searching for a business or product.
If you use the appropriate words in your articles, it will attract more users. The most effective keywords include:
- plain-language The language used by your customers to explain their problems and requirements
- Important: keywords that match the knowledge, products and services you offer
- Specific an amalgamation of your primary focus, industry expertise as well as the prospect's pain points and other pertinent details
Deliver on your promise
SEO has changed so that success in search relies in part on the degree to which your content performs what it promises to accomplish. Search engines scrutinize content and evaluate its relevancy and determine if it delivers according to what it says in the headline.
Because of the importance that search engines place on content the use of keywords in your content is crucial. Utilize the following guidelines:
- Concentrate on 1-to-2 Keywords. Avoid "keyword stuffing" by writing about the things that matter to your readers with only some key phrases.
- Include words in titles. Make what the article is about clear and concise.
- Utilize keyword phrases throughout. Find a way to naturally incorporate your keywords into your text.
- Keep the focus on the topic. Good-quality content that offers advice on the headline is most effective.
When you've got your content up and running and you're ready to spread the word about the content. Social media--Facebook LinkedIn, YouTube, Twitter, Medium, Instagram, and many more--is an established and simple method of promoting your content. You simply write a post and provide a link to your content and it's done! The audience is attracted.
This can be done in three steps:
- Concentrate on channels with high potential. The best social media outlets are those used by your followers. Take a look at the top, most well-known channels, and also smaller, niche-specific ones which are likely to bring you in contact with potential customers. Find out what channels they like and then create a an easily manageable list of channels in accordance with their preferences.
- Create your content to be compatible with the style of the channel. Each social media channel is distinguished by its degree of professionalism as opposed to entertainment, a voice that is accepted and other specifics of unique to it. Before you begin writing posts for a channel, take time looking through articles to become familiar with the specifics. After that, you can give your posts an element of your business spirit.
- Try and adjust your strategy. A winning social media marketing strategy requires trial and trial and. Analyze the responses of the various channels to gauge the quantity and quality. The absence of engagements with high potential could mean the channel is a great choice, as opposed to many clicks that do not become an audience.
For more information about the ways Mailchimp can assist you with your social media plan take a look at the comparative to our free social media tools against other tools.
Use content to help your company
Make your customer experience and distinctive value shine through when you create content that will attract customers, engage them, and ultimately sell. If you plan and implement content marketing, you will be able to connect with the right audience and build loyal customers to your business.