I’m sure you’ve seen the articles lately proclaiming that content is dead. Certainly, we’ve seen changes in how content is used for marketing purposes, from the keyword-stuffed articles and clickbait titles of the past to the vast array of options now available for reaching and educating consumers. Content is not dead, just different. Why else would 75% of marketers plan to increase their content marketing budget this year?
Savvy marketers know that the cost of acquiring customers has gone up by nearly 50%. When 47% of buyers still view three to five pieces of content before making a purchase, that content becomes a valuable marketing asset. But your content needs to evolve because keyword stuffing no longer helps SEO. And clickbait articles don’t provide value to your buyers. You need a content marketing strategy that works not just for you, but also for your customers.
Creating a Winning Content Strategy
Whether you already have a content marketing strategy in place or you’re planning one from the ground up, the following steps will help ensure you’re hitting all the right notes. But remember: the customer is key. Your brand will get nowhere without customers, so make them first in all you do.
Know Your Audience
Do you know who your ideal customers are? Are they Baby Boomers, Millennials, Generation Z? Are they women or men, single moms or married couples? What is their income level? Where do they live?
These questions only scratch the surface of knowing your audience. You have to dig deep into the psychographic dimensions of your buyers. Psychographic information tells you whyyour buyers do what they do. For instance, if you’re a lifestyle brand, you want to know which of your buyers aspire to a healthy lifestyle and how much time they will devote to that lifestyle. If you’re a luxury brand, you want to know which buyers yearn for the bragging rights that come with owning a name-brand product.
You can obtain information about your buyers’ psychographic dimensions in several different ways. First, consider interviewing some of your most devoted customers. Keeping an eye on your website’s analytics will also show who’s interested in your content. You should also be tracking social media followers and commenters to determine what your customers deem important.
Be ready to listen to the things those buyers aren’t saying, too. They may not want to admit that they’re price conscious, especially if owning designer goods is a key motivator. They may also tell you that exercising for a healthy lifestyle is critical to them, while their actions say otherwise.
Assess Your Position
With what your buyers want and need firmly in mind, assess your current content strategy and determine how it meets those wants and needs. Do your blog posts accurately convey your brand’s mission and vision? Do your videos reflect your brand’s voice and tone?
And don’t forget to keep an eye on your competitors. How do you stand out against them? What content are you creating that reflects how you’re different? You …read more
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