The content marketing is a key component of any branding strategy, as it allows businesses to build a reputation of authority within the niche in which they are handled, provide useful and specific information to your audience and cultivate lasting relationships with the same.
The content marketing strategy consists of generating, publishing and distributing content (usually in the form of articles, podcast or videos) for the purpose of attracting potential customers, and its most common distribution channels are social networks and blogs, although they exist Some secondary tools like eBooks or webinars.
Follow these 4 keys to build an effective strategy in which content is the protagonist …
Step 1: Define your audience
The first step before sitting down to writing content is knowing who you are targeting, so you will have to define who your target customers are and who your prospects are: what interests you, what you are looking for, what channels you use, Where they are … The more you know your audience, the more capacity you will have to generate valuable content relevant to your interests, and even help you choose the right medium to achieve it.
Step 2: Define Your Goals
What is the purpose of your marketing strategy? Do you know your brand or company? Loyalty to your clientele? Get new customers? Establish yourself as an authority on the subject you are to deal with?
Knowing your goals will allow you to focus the strategy in a more direct and therefore more effective way.
Step 3: Create relevant and effective content
When we talk about “relevant content”, we mean content that is of interest to the target audience, while “effective content” means content that is optimized for SEO and customized according to the platform on which it will be published.
For this there are several tools that you can use to teach you how to find and use keywords so that your content is easily discovered by both Internet users who search the topic and search engines such as Google, Yahoo or Bing.
You may also like to read: How To Plan A Strategy Visual Content Marketing
Step 4: Publish
To publish, you must first have done some research on which publishing platforms are the best for you to reach your target audience in the most accurate and direct, and what are the advantages, disadvantages and conditions of the same.
Are you going to create and promote your own blog? Are you going to use blogs or pages that are already settled and with a defined traffic? Do you prefer exclusively social networks?
Although the more ways you use the more reach your articles will have, you have to make sure that your routes of publication are, first of all, effective: it is useless to publish in a site that has many visits but that they are from an audience to which You are not interested in your product or the subject on which you are generating content.
Step 5: Measure your results
There are numerous tools that will allow you to measure the effect and results of your strategy (Analytics, Woorank, Metricool, etc.), including how many people you reach, how many people read it, and how many people become your clientele.
According to the results you get, you can adjust the characteristics of your content and the general guidelines of your tactics to optimize and maximize it.
Many companies such as Toshiba, StarOfService or American Express use this strategy because, in addition to bringing them closer to the potential audience, it allows them to offer their audience value and interest content, generating a more beneficial and fruitful business-client relationship mutually.