To put it simply, consumers are demanding engaging content that gives them something of value in exchange for their time. Enter content marketing.
I’m sure I don’t have to tell you but content marketing is the process of creating, distributing, and marketing original and valuable content. The goal is not to sell to your customers, but to make them more intelligent consumers. The strategy is that if you provide your customers with valuable content, they will reward you with brand loyalty. In essence you’re creating a hub for your brand to engage and connect with your audience on a deeper level.
Therefore, you always need to keep the objective in mind: engage with your customers and build a strong relationship. The sales, foot traffic, or virality will come as a consequence of that objective. To achieve that highly-valued and attainable result I put together some of the tips we use for successful content:
Find your voice – Will you be serious, funny, sarcastic, or educational? Develop a unique voice for your brand that reflects your values and personality. Then use that voice to tell a story that lets customers understand where you’ve been and where you are going.
Make a plan – Figure out what you have to offer up as content. What is your expertise? What do your customers or clients always ask you? Start there and then expand your ideas. Be specific and have a place to write ideas for future posts.
Be consistent – Have a plan to consistently post. Set deadlines and put aside time to write posts, brainstorm ideas, and strategize your content
Interact – Don’t leave customers hanging. Make sure you respond to any and all comments. Be an active presence on your “content hub”.
Promote – Your content can’t consist in a vacuum. Let the world know about your brand hub by spreading the word with social media. Include a mention of your new blog on traditional marketing initiatives as well.
How do you build successful content?