Content is King
In today’s highly competitive world of digital marketing, it’s difficult to find a marketer that finishes their first cup of coffee in the morning before they either send out an email campaign or work on a content piece. That’s because they know content marketing isn’t just a fun way to spend a morning, it’s a daily requirement. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined target audience and, ultimately, to drive profitable customer action. It should be a part of every marketing budget.
Not everyone can write, and not everyone should write. With the huge influence of abbreviation and acronyms used in social media, there is a decay in using good grammar, proper punctuation, and a consistent flow of thought. Writing that is based on personal accounts, case studies, and other expert opinions will resonate more sharply with a reader. If a company decides it’s now in their secretaries job description to write email campaigns, they are better off not wasting her multi-tasking talent on sub-standard writing.
Show Your Company Focus
Determining objectives for your content is a good start towards positioning your company as an expert problem solver. What do you want content to do for your organization? Create awareness? Generate leads? Improve loyalty and retention? It’s vital to focus on one main objective so the message is clear. Ask, how will that one objective help solve an issue for an individual or other corporation?
Research Your Target Market
Have a heart-to-heart with your current customers/clients and ask them some honest questions about your performance. Data, Google Analytics, Survey Monkey, and heat maps are super awesome tools, but there is something that says “I care about your success” when you come face-to-face with your customers. What do they want to know from you? Use social media, plus conversations with customers and your internal personnel (sales and customer service, especially) to better understand how to be persuasive and relevant in your content writing. Then, prioritize those findings to create a funnel of necessary content that will convert.
Scratching the Content Marketing Surface
These are just a few thoughts to get the ball rolling with momentum towards creating your content marketing strategy. I hope you find this information insightful and an inspiration.
Mark Lauzon has been in the field of Web Design for quite a long time and maintains a San Diego web design company where you can get answers to the rest of your questions.