Content is everywhere. It’s probably at the forefront of every strategy in any discipline, but when it’s relevance takes the prize when it comes to marketing. Did you know that the content marketing industry was estimated to cross $300 billion in revenue by the end of 2019? What’s more is that 86% of B2C companies and 91% of B2B companies use content marketing as a part of their marketing strategy.
But what really is Content Marketing Strategy?It’s basically management of any tangible media that you create or own and it forms a section of marketing plan because it demonstrates our expertise in your field. There are different forms of content and different channels that you can publish them to such as websites and blogs, or social media. The 5 most popular tools of content marketing are: 1) Blog Posts: They’re one of the highest ranked when it comes to visitor attraction because they provide valuable content that usually finds a solution to something they’re looking for. 2) E-books: Usually used as lead-generation tools, they’re shared with potential customers based on their contact information. They’re more detailed and often contain CTA’s in order to get the user’s contact information. 3) Infographics: They visualize data in a compelling way by making it clear and easy to understands what the data is talking about 4) Videos: Engaging, shareable and easily accessible, videos are bigger on investment. However, they are 40X more likely to ger shared on social media and as a result, used widely. 5) Social Media: An area that has come up recently, this is where you put up content in newer formats for social networks. It’s pivotal to amplifying your brand’s reach, and includes networks such as: • Facebook • Instagram • twitter • LinkedIn • Pinterest • YouTube So, when everyone is employing the same thing to land more clients, sales and thus, revenue, how can you make sure that you content marketing strategy stands out?
1) Formulate Buyer PersonaIf you want to make sure that you content reaches the right places, seen, heard and appreciated- you have to start at the very beginning- by defining the ‘right place’. This is the part that target audience places in your content marketing strategy and is also known as your buyer persona.
This means that you have to segment your audience according to product need. This is because people exist at different stages in the buying cycle and the same content won’t appeal to all of those people at the same time. For example, if you’re creating content through retargeted ads etc. for users who are already well-versed with your dynamic, you can’t assume that the same retargeted ad can appeal to first-time visitors of your brand. This is why you should chalk out an ideal profile of one segment of your audience- by doing so you can create content that is relevant to that segment and attain accuracy in that aspect.
2) Audit your contentReviewing you content is one of the most important things that you will do as a content marketer. It will help you to keep a tab on your efforts and results and understanding what you can do differently. If you start out with blog posts, you can also move on to other content pieces, and by constantly adapting you content- you can target the millennials. Millennials, have been estimated to spend almost $1.4 trillion on shopping in 2020 alone. Now you understand why they must form a chunk of your target audience? And doing so, requires adaptative content- which is not only evolving with time, but also across different platforms, such as mobiles, laptops and other devices.
3) Use the Hedgehog Content ModelKeeping aside the name of this model, it basically means to start small- which is exactly where you may be right now. The key is to be consistent with your content marketing strategy. You should do this by keeping smaller timebound goals which is beneficial in the sense that regardless of having lesser visitors, you can create extremely high quality content which is going to be shared across social media channels. Creating high quality content, that also on a regular basis is not is not easy. You can focus on timely topics and certain niche areas that may appeal to your audience – but beyond publishing your content- you should also keep a check on organizing it.
4) Run A/B Tests OftenA/B tests are basically a form of user research methodology where one experiments with one or more variants of a page to note which one performs better with conversion as a goal.
This means that every time you run a A/B test, you can actually increase your conversion rate since you’ll be more privy to which combinations and tactics are driving more traffic to your page. You can similarly, extend this split test to your content marketing strategy. The main focus is have users convert, not just land on your page- this is why A/B testing will send more targeting buyers to your product pages. Statistically speaking, there are roughly 5.20 billion unique mobile phone users in the world today. It’s about time we also took a look at mobile testing. A/B split tests can’t only be run on desktop users.