Content is definitely at the center of your website and should be at the heart of every campaign you plan to launch.
With content marketing, all businesses can reach more potential customers and spread their message more widely. Unfortunately, many entrepreneurs fail to achieve the expected results, given the efforts made. This is often due to a messy approach and losing sight of the main goal of content marketing: building relationships with target audiences through relevant content.
It seems that in order to achieve interesting results, successful companies use at least eight different techniques of content marketing. In this article I propose you to discover 15! It’s up to you to choose the ones that speak to you the most and apply them to your own content marketing strategy.
1. Define precisely the goals of your content marketing
As before any marketing action, before you embark on a content marketing campaign, you must clearly define and identify your target. Remember that the essence of internet marketing is to reach out and meet the needs of your target and it is impossible, even for a big business, to meet everyone’s needs at the same time! On the other hand, with a very targeted audience it is easier to personalize your content and to be more relevant.
By having a clear understanding of who your ideal client is, you will be able to create content that is more relevant to that particular audience. Without this step, you risk going in all directions and losing efficiency. To help you in this targeting step, you can start by identifying who is your best customer, studying specificities, its particularities and materialize it in the form of an avatar. From this avatar, you can best determine what could meet their needs.
2. Get the material you need to create your content
Now that you’ve identified your target, it’s time to gather the material you need to create your content. The question that comes to mind may be where to find this material? The task may seem difficult, but rest assured, this is not the case!
The first step is to make an inventory of the content you already have both online and offline (magazines, brochures, research, reports, articles, white papers, …). Set up a watch that will allow you to keep up to date with the latest news.
3. Understand what type of content will be most effective for you
Now that you have selected the resources for your content, your next task is to define how you will disseminate your marketing content. Again, take a first look at the tools you have. Apart from your website, what support can you use to broadcast your content? The possibilities are many and your imagination is your limit! To help you, here is a small non-exhaustive list:
- your business blog
- your newsletter
- your emails
- advice you can post on social networks
- articles you write for other bloggers
- your e-books
- your white papers
- slideshows, sliders
4. Understand the behavior of your target
Creating content that resonates with your target audience is central to the success of your marketing content strategy. You can only achieve this result if you have a clear understanding of your ideal client. You must understand what is important to him, what factors will influence his buying decisions. With this understanding, you can create content that can induce this buying behavior for your own products / services.
5. Set conversion goals
The purpose of internet marketing is conversion, channeling your site’s traffic to generate leads or sales. In content marketing, your conversion goals need to be clearly defined. You need to identify what your audience needs to do in the next step, what action should they take after they read your content. Be careful, these goals should vary depending on the level of interaction you have with your target.
For example, on a first engagement with a potential prospect, you can not immediately refer him to a sales page. At this point, your goal is to build a relationship through your content by offering free articles, guides, …
Ideally, you should have a conversion goal for each level of engagement until the user reaches the final stage of becoming a customer.
6. Establish points of contact with your content marketing
An important aspect of content marketing is to maintain ongoing contact with the target audience and to achieve this, it is important to identify the points of contact that will help you achieve your goals. The contact points can be:
- Initiated by the user through queries on search engines, paid advertising, contact forms
- Initiated by you via emails, social media posts, or third-party recommendations
When selecting the strategy to set up, always consider your ideal customer, his personality that you identified beforehand.
7. Build relationships with your content marketing, avoid front selling
One of the main reasons why many companies fail in content marketing is that they fail to recognize the very essence of this digital marketing tool – which is to build relationships with their targets through relevant content . In a hurry to reap the benefits or return on investment, these companies are only seeking to sell their products or services through their content, rather than providing relevant content that their intended audiences are looking for.
8. Create content that catches the eye
In a fast web environment, users do not have the time! At a glance, they judge whether the information they are offered will be useful or not!
This is why we must highlight, as soon as possible, the benefit that your interlocutor will get from the consultation of your content. It is therefore essential to pay attention to your titles, the objects of your emails, the abstracts, …
9. Engage people by connecting to their emotions
We are living beings with multiple emotions. Knowing this, it is interesting to sometimes leave a tone too professional and not to hesitate to interact with your community on a more emotional level. Do not strangle yourself under the pretext that it is not done where because you are not quite certain that what you create will meet a specific need of your target. It is sometimes good to let go🙂
10. Create content about your audience, not you
Content creators usually make the mistake of talking too much about themselves and forgetting their audience a bit.
For your content creation strategy to be effective, you need to understand that this webmarketing tool must serve your audience.
While providing information about you and your product or service is always a critical part of content marketing, it should not be the information to put forward.
11. Your content must be new
This is perhaps the most difficult thing in content marketing: finding its originality! If what you offer is identical to thousands of others, it will be harder to capture your target’s attention and build a real relationship with them. Try to find other angles, to enrich what already exists …
12. Enrich its content with data
This is a way of distinguishing yourself from others, using data that you have collected during your research and your watch, statistics, studies, which give more credit to your claims.
13. Strengthen your content with images
By adding images, quality visuals, you have, again, a chance to stand out. Beyond the images, take advantage of the possibility offered by internet marketing to “play” with other types of visuals: video, animated images, …
In general, Internet users prefer content that they can easily assimilate, and visuals help to convey the message more easily, in addition to attracting attention. 🙂
14. Reviving old content
Creating content takes time, but sometimes you just need to rework old content, bring it up to date and release it again. Here’s how you can give new life to your old content:
- Cut: for example, a white paper or an e-book that you do not really use anymore can be cut and reused as articles
- Grouping: conversely, articles that revolve around the same theme can be reworked and compiled to make an e-book
- Recycle: Some of your most popular items may need updating, or can be turned into video or computer graphics.
15. Track the results of your content marketing strategy
As with everything you put in place, it’s important to use tools that will allow you to measure and analyze the impact of your strategy.
The interesting information that you could be for example: demographic data of your visitors, the behavior of Internet users on your website, the content that is most visited, … From there it will be easier for you to adjust your strategy for get more results.
Everyone needs information and with the web, getting information is as simple as a click of the mouse. However, not all information is relevant and does not necessarily meet the needs of your ideal customer. You can take advantage of this fact and use content marketing as an effective method of engaging and interacting with your target audience, ultimately reaching your goals and converting them into paying customers.