Content Marketing is drawing a lot of attention, but what exactly is “content marketing”?
Content Marketing is creating and sharing valuable content that will gain trust and respect while converting prospects into customers. It is about focusing on the values of the customer and catering to their needs and wants. Content marketing is an important part of every inbound marketing campaign because it focuses on solving the problem each individual lead is trying to solve when engaging in your marketing efforts.
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Why is Content Marketing Important?
Content marketing is important because it builds brand awareness, customer acquisition, generates leads, and promotes customer loyalty. If you are producing content that is irrelevant to what your customers are seeking you won’t establish a loyal following or generate new leads. You can create all the content in the world, but it won’t matter if you aren’t getting anyone to engage in that content.
So the question is: how can you get search engines to like you and attract visitors that are actually interested in your content? The answer is establishing remarkable marketing content!
Simple Steps to Content Marketing Success
Know your audience
Recognize the topics that are important to your target audience and create content dedicated to your buyer personas. Every piece of content that is written must solve a problem that your audience has or be the piece of content that fulfills their wants and needs. Develop your buyer personas by examining your existing clients. Categorize the types of buyers you have with a detailed description such as: name, job title/role, industry or company information, demographic information, etc. This allows you to outline challenges such as:
- What does he or she need most
- What kind of information is your buyer personas looking for
- What problems are they trying to solve
Knowing your buyer personas is an essential step to content marketing. Your content should be based not only on what your company specializes in, but should be created for your buyer personas.
Conducting an audit
Before you start creating new content, conduct an audit of your current content. Conducting audits show how well you have constructed topics that are important to your target audience. Auditing your previous content helps you find any missing puzzle pieces, which can help generate your new content. Create a spreadsheet with all the content you’ve collected in the past year so you can study the pattern. In the spreadsheet include topics such as: buyer persona, type of content, customers and leads, and date created.
After auditing existing content, you can find holes that need to be filled with new pieces of content. With this, you can analyze your results and create a list of goals and guidelines for the upcoming year. Look at which pieces of content were successful so you can continue to produce content on those topics. Stay alert about industry trends and news so that you can report on topics that are of interest to your prospects. Also, edit past content that didn’t do so well so that you can try and engage prospects again with more targeted content.
Content marketing Positioning
Remember when you were taught that in order to make a lot of friends, you have to be a good friend?
Well positioning yourself for success is the same idea. Make sure you are positioning your company in a place that reaches your buyer personas. In order for you to gain more customers, you must also establish credibility for your business. Your audience should understand they are engaging with a trustworthy, knowledgeable source. Establishing credibility through your content will increase the amount of people that return to your content and share it with others.
Defining your buyer personas, organizing and creating content to directly target their needs and positioning your inbound marketing campaigns to reach your target audience will lead to content marketing success. Your content is what the world is seeing and it is necessary that it is valuable content in order to increase traffic to your website and generate leads for your company.