What is Content Marketing?
Content marketing is the art of empowering your audience to make informed decisions by educating them through a steady stream of valuable, relevant, and consistent content.
Instead of pitching them your product or services directly, you create, distribute, and market useful content that your audience uses to solve their problems. This helps create a relationship of trust between the brand and the consumer.
Today, individuals, marketers, and big organizations use content marketing as a primary source of marketing medium. The reason for its popularity is simple; it works.
Because of its popularity and the ever-increasing demand of potential buyers, the content marketing industry has drastically evolved in the past 5 years. Content marketing is specifically renowned for the following traits.
- Less expensive
- Boosting sales
- Loyal customers
For the most part, content marketing is used to draw web traffic to your money website. These visitors can then be channeled to convert them into paying customers.
But first things first. You can create such awesome content that people are drawn to your web page.
Let’s explore which content marketing techniques are the most effective when it comes to generating more web traffic.
Find the Niche market
Customer needs and wants change over time. An entrepreneur must keep an eye on the customer’s behavior.
So, the first step is to determine the audience; you need to find out the problems which keep them up at night. 51% of customers are frustrated with the brand’s approaches to counter their demands or wants.
The Enterprise should not focus only on distributing the content. They must also address the need for a particular product in the market. There are two types of audiences.
Warm audience: Who do care what you are providing to them.
Cold audience: Your content won’t matter to them.
That’s the hardest part; to target the niche audience demographically, based on different regions, and other factors. After finding the niche relevant audience, marketers build a customer profile to create relevant, educating, and entertaining content to fascinate the attention of the public.
There are multiple tools, social platforms, and devices to accumulate incoming data about the customer’s preferences, interest, need, and more. These tools help you identify the conversion rate, audience engagement; and create marketing automation campaigns that enable marketers to compose a message to the right prospects at the right time.
Marketers can also learn the industry challenges, examine the competitor strategies, and their customers. Social platforms encourage them to follow marketing trends and implement strategies to target a broad audience in order to accomplish company goals and objectives.
Build a customer’s journey
What is the Customer’s journey?
So marketers need to concentrate on what customers think, feel, want, and create ways to grab the attention of your customers.
Marketers could collect reliable information at every stage of the customer’s journey and deploy a framework for performing marketing tactics efficiently.
They can build customers journey by presenting the most relevant or trending content to people for the purpose of spreading the awareness of the brand, product, and services
Marketers more or less come up with the same goal which is to lead sales to funnel, get profit, receive ROI, and induce the customers to give positive responses toward their products or brand.
Forrester Research Analyst Lori Wisdom says:
“Buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. In a recent survey,74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase. This buyer dynamic changes the role of B2B marketing in a fundamental way.”
Content should be concise, easy to consume, attractive, and engaging for the audiences. Marketers have to focus more on the quality over the quantity. Of course, it is not as simple as it seems, writing content which the audience won’t appreciate is more alike wasting a lot of time to persuade the eyeballs towards your content.
So, they need to create educational content to persuade the customers, refresh it with the time to re-evaluate the customer’s needs and wants.
Customer’s journey based on three primary steps.
This stage is known as TOFU (top of the funnel) where you can increase the awareness of the product or service by approaching and addressing the public pain point in the content creation process, make them feel estimable, and turn your potential customers into actual buyers.
The one significant thing, every entrepreneur should keep in mind that the customers steadily looking for the product or content through they can satisfy their need or desire or get educated.
Marketers have a perfect chance to increase awareness of the brand and become recognized in the vast content marketing landscape to focus on those areas where customers spend more time and have some interest.
More often your prospects try to seek information about the brand, product attribution, and find a solution to the problem that they might have. At this point, you have an opportunity to optimize the SEO for content marketing with the targeted keyword which generates more quality traffic towards your website, brand, or company.
Marketers have the opportunity to concentrate on the steps mentioned below to engage with the customers, grab their attention, figure out their problems, and provide them with related solutions or ideas.
- White papers
- Educational Content
- Analyst Reports
- Live interaction
Consideration is the second stage where the potential customers finally classify the solutions of their pain points and also looking for various other alternatives.
This stage is called MOFU (in the middle of the funnel) where marketers need to provide informative content that demonstrates to the audience why they should prefer your product to the others in the market.
According to the Content Marketing Institute.
“The marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”
Marketers must try to explain the problems you address for the customers rather than pitching your product or selling through the content. Here are some MOFU tactics through which you can influence the audience to buy your product, reach them, provide the right content at the right time which supports them while making a buying decision.
In the last stage, prospects have decided which solution is the best for the problem they are struggling with.
They are doing more significant research, a comparison of the two similar products, vendors, and come to close to the final decision.
BOFU (bottom of the funnels) reinforces some offers to increase the conversion opportunities towards your brand and make them confident that they choose a right or wrong choice for their business or solution to the problem. It includes:
- Live demo
- Case study
- Trail download
Build a Content Editorial Calendar
Content Editor calendar is a management tool. It helps the marketers to keep track of the content marketing activities, dates when the content will publish, and the responsible team.
Content marketing is a long-term approach, involves marketing tactics, produce quality content, and tweaking marketing activities over time. So it’s difficult to handle it all at the same time.
The content editor calendar gives the opportunity to drive the marketing strategy, organize tasks and deadlines, and plan the content. It keeps the team concentrated on the company’s aim, goals, and map ahead to improve the marketing results.
Content fuels online marketing and if you don’t have a content strategy, you will struggle to generate leads. An effective content strategy requires a well-planned editorial calendar.
If you genuinely desire to produce majestic content, then you have to select the editor calendar software which addresses the idea or framework to the marketer, the team to know about how you could reach and build a warm relationship with your audience.
Invest a Small Amount of Money on Social Channels
Have you ever identified why companies need to invest in social channels?
Social media is a vast source for the enterprise to tell stories about the product or brand to fascinate the attentiveness of the public audience.
More people come up on different social platforms to engage with others, read blog posts, and collect information about their favorite brand and products or services.
Ninety-two percent (92%) of small businesses intend to raise their investment in at least one social media platform in 2018.
Social channels like Facebook, Twitter, Instagram, Pinterest have played a monolithic role in the marketer’s life. It gives strength to connect with the readers, educate and entertain them with the particular piece of content and track the social engagement and the conversion rate.
The community is Everything. They offer the marketers to build brand appearances in leaps and bounds. Now it becomes so effortless to find out the target audiences, needs, concerns, competitor strategies, and their presence in the social media world.
Paid advertisement is more cost-effective than other traditional aspects. Each social platform employs a pay-per-click (PPC) model which means the businessperson pays exclusively when the target audience takes a substantive action against the product or brand.
Companies are required to spend more time and a small amount of investment on these social channels to gain more leads and traffic towards your landing pages. Two million businesses today use Facebook advertising for promoting their products and services.
Below, you can see the Facebook set Ad benchmark across all industries.
Select the right tool to get valuable insights
An entrepreneur takes into consideration while planning the content creation process, that they don’t do marketing only for the purpose of advertising their product. In fact, give rise to business analytics to grow your business smartly.
In 2019, every business tactics could automate the way you desire. The are plenty of fantastic tools that help you to automate your daily, weekly, and monthly work and track the revenue, conversion and identify the impact of different marketing strategies within less money and time.
Thus, automation tools can save time and make life easier for entrepreneurs, allowing them to not only spend time more efficiently but also boosts their productive health.
I’ll tell you some most interesting tools which aid you to find out the statistics of your marketing campaign. You would discover which tool is more suitable for your business marketing activities.
ContentStudio is one of the finest marketing tools which allows you to create a customized campaign for your product promotion using the fancy filters to refine the content and distribute to any your social media networking to create awareness of the brand.
It also allows you to compose your schedule post and create tailored messages for the actual and potential audiences rather than spreading similar content across all the social channels.
It makes it so easy to overview all the marketing activities under the calendar and list form. You can control and manage the schedule post which you have published on your social accounts and track the due dates of the content.
Replug creates branding shortened links that give strength to your brand and expand your credibility with your custom domains.
It allows you to create a brand for your business and campaigns to promote the message about the product you have. You can add RSS feeds to your campaigns and the content from the RSS feed will be automatically pulled after every 30 minutes which you can share among your audience via your shortened Replug link.
Replug also gives the opportunity to the entrepreneur to create an eye-catching call to action to seize your audience towards your site or retarget the audience with the same content to any page on the website. It also gives strength to your email marketing campaigns and stretches your email outreach.
Centralize Content Ideas and Create a Master List
Brainstorming is one of the most dominant techniques ever, to create creative content. If you use it accurately, then you’re competent to generate a more conducive idea for your blog post. It’s not about executing the ideas, in reality, it’s all about coming up with novel ideas.
It could be difficult for the content creator to write innovative content more often to hold the customer’s attention towards their landing page or blog post.
What Does Content marketing mean? Is it only a way to write a blog for receiving high ROI or producing content for your website?
The answer is NO because the purpose of creating creative content is to educate the audience in real manners.
Content defines you, it reveals the folks why are you here, what problem’s solution you have, gives them a reason to select your product over others, creates ways for the potential audiences to come and finds you.
If you truly aspire to be a successful content marker, then Research is one of the most crucial parts to hold the public attention span. An entrepreneur should spend some time and energy on marketing research. Albert Szent-Gyorgyi said:
Research is to see what everybody else has seen and to think what nobody else has thought.
Marketing extensive research helps you to identify the customers, their needs, build up the customer profile, and create ideal target content.
You have to select smart tools like ContentStudio which serves you to drill the trending content, news, blog post which will get some eyeballs.
The significant thing about the internet is, the marketers are competent enough to research the audience’s mindset, behavior, and preference which evolves over time like a caterpillar growing into a butterfly.
After researching, you can create a content process that explains where you need to begin to target the audience and notify the readers about the content you’re going to produce.
The marketers can use the keywords to classify the topics in which the audience has some concern. Keywords not only improve SEO, but it also enhances the efficiency of content marketing strategies.
Here we have a Case study that demonstrates how can you pick the right keywords to begin research, examines the strength of it, and find the alternative keywords to analyze the research data. And using the right rank tracking tool like Linkio for those keywords is somewhat crucial for your campaigns and online visibility.
Keep Your Website Relevant
Finally, we have crossed the border into 2019 happily. Now it becomes so easy to think about web design which gives a mold to any marketing tools. As Better Proposals suggests, designing a design proposal beforehand the design itself can in fact be more organized and liked by others.
You must hear before that website is the heart of any online business. Marketing strategies have evolved and new ways have been created to do business.
A website shows how you attract, and inform the audience about the product. People take a second to make a decision, after glancing at your website.
Social media has a power that helps you to catch the audience’s attention. Marketers should heedful, that maintaining a website with the relevant information is a tough nut to crack but still possible to look closely at your audience.
The information should be updated with the time, as the customers will heed if something is out-dated. It creates the possibility to tempt the audience and stay on the website for a long period and use the vibrant colors which are aligned to your market.
Websites help you to convert the prospect into loyal customers, generate more leads, traffic, and increase the chances of social shares.
Content marketing has become the cornerstone of any successful marketing campaign. It is important to recognize the type of content and the nature of distribution that works best for your brand.
Research the need of your audience and tailor content around it to solve their problems. Create unique and compelling content to out-perform your competitors.
Let us know in the comment section which techniques for content marketing best align with your growth objectives.
Sadia Umer works on putting together high-quality content for Replug customers to read. When she isn't writing, she can be found reading and trying random life experiments.