In the modern era, marketing goes beyond ad campaigns and social media. Creating content that shows off your brand’s value proposition and expertise is an integral part of any marketing strategy. Just as importantly, a good content marketing strategy helps companies forge real relationships with their customers, inspiring the kind of loyalty that drives repeat business.
If you’re just beginning to plan your content marketing strategy, there are a few universal early steps to get started on the right foot. The actual content part of content marketing may look different from brand to brand, but by following these tips, you’ll be able to boost your profile and carve out your place in the industry.
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Step 1: Determine your audience
First things first: Who’s buying your products or services? And who should be? Before you can determine the where, what, and how of engaging content, you need to figure out your audience. Get started with some persona research and build comprehensive consumer profiles that go beyond the basics of age and gender.
Ultimately, you want to let your customer base know what problems you’re solving for them – and you can’t do that until you know who the customer actually is. Before publishing a single blog post or breaking out your style guide, make sure you know who’s consuming your content and tailor it to those personas.
Step 2: Know your content
By now, you should have a comprehensive picture of your audience, so it’s time to create some content. But where do you begin? Blog posts are a relatively simple way to get started, but who should write them, and what should they say? Beyond blogs, how can you show off your team’s expertise in the market and let potential customers know how you can improve their lives?
With the right creative team, you have virtually limitless options for content: case studies, executive blogs, infographics, how-to videos, and so on. But while there are tons of content marketing examples out there, not everything is right for your brand. Success stories and case studies are great if you have lots of data and consumer testimonials, but videos might be more effective for products that need a visual demo. Planning the right kind of content is a big part of establishing brand identity, so whatever you do, keep it relevant – but don’t be afraid to have fun with it.
Step 3: Find the right CRM
If this is your first foray into content marketing, or your company is just getting started, executing a content marketing strategy that works can be overwhelming. Partnering with a relationship management platform can help reduce headaches, making it easier to connect with people. A robust CRM should prioritize communication and transparency, putting customer relationships first.
Beyond that, your CRM partner can help you find the personalized marketing strategy that modern consumers expect. Remember, you don’t always have to go about it alone; sometimes the best thing you can do for your brand is finding the right partner.
Content marketing has evolved a lot in the last few years, but one thing remains constant: Establishing genuine relationships with customers is a surefire way to establish loyalty. Every content marketing plan is different, so there’s no copying and pasting when it comes to strategy. Instead, consider your audience and create brand-right, engaging content tailored to their needs, and you’ll be well on your way to content market success.
