Create a Content Marketing Strategy & Grow Your Business in 7 Easy Steps
For decades, marketing was synonymous with advertising—getting the face of your business in front of prospective customers in the hopes they would buy your products or services. While there is still room for print ads in modern day marketing, our industry has seen a shift away from advert-heavy marketing and toward a more thoughtful approach.
And that is where content marketing comes into play.
Content marketing steers away from ads and focuses on creating quality content that intrigues and engages customers in a way that is helpful to them. Rather than trying to sell them something, content marketing gives customers something of value first, then offers them the option of making a purchase. For example, a company selling organic skincare may offer customers a free e-book on ways to keep skin looking healthy and wrinkle free using drugstore products…then include a call-to-action button that takes readers to the company’s online store.
If you’re wondering whether it’s worth the investment to create a content marketing strategy, you’re not alone—according to the Content Marketing Institute, 63% of businesses don’t have a documented content marketing strategy.
At the end of the day, creating and documenting a thoughtful content marketing strategy should be the goal of any small business that wants to build brand awareness and increase their customer base.
Today, we’ll look at 7 steps that will help you build your own content marketing strategy.
1. Define Your Goals
Your content marketing strategy should serve a purpose and determine what benefits your business will receive once you implement the strategy. Do you expect to see an increase in revenue? A bump in sales? Improved social media engagement?
It won’t matter how professional and on-trend your content appears if it does nothing to help you meet your goals. Figure out your goals first, then create the content based on them.
2. Set Your KPIs
Key performance indicators (KPIs) are milestones you set that will alert you when you have reached a goal. These are the standards that can measure revenue, sales, and social media engagement, among others.
A KPI could be a goal for increased revenue over the course of the campaign or for a given quarter. You may set a specific value for the increase in likes, shares, and comments you receive on social media (either a hard number or a percentage).
3. Identify Your Target Audience
Yes, it would be great to share your message with the world, provided you had the time and funds to create such a sweeping strategy. In reality, most businesses have a specific audience who are interested in what they have to offer, so it makes sense to identify your target audience so you don’t waste precious resources marketing to those who aren’t interested in what you are selling.
Demographic data is your best friend here, so use what you have from previous campaigns as well as information from Google Analytics, and website and/or social media data. Understanding who your customer is will help you tailor your content and maximise its reach and impact.
4. Be Methodical
While the thought of getting your brand and products in front of new eyes can be exciting, resist the urge to inundate customers and followers with a barrage of emails, blogs, and social media posts.
Set up a schedule that is doable, won’t leave you overwhelmed, and stick to it. Customers will begin to look forward to your consistent content.
5. Determine Where to Share Content
If most of your target audience is hanging out on Facebook, it doesn’t make sense to spend time and money creating content for Tiktok.
Once again, Google Analytics comes to the rescue, allowing you to see on which networks your content is being shared. There you’ll find valuable information about which networks are most likely to earn you higher engagement.
6. Craft your Content and Distribute
Now that you know who is interested in your content and where they’re hanging out, it’s time to create well-branded and engaging content. Use the same guidelines for emails, website content, blog posts, and social media—your content should be helpful, authentic, engaging, and relevant.
7. Measure Results
Once you’ve started sending emails and making social media posts, you’ll be able to see responses quickly. Keep your eyes on the KPIs you set and evaluate what’s working…and what’s not. If something doesn’t work, adjust and move forward. As customers see the value in your content and become comfortable with your consistency, you’ll see brand awareness and brand loyalty improve as a result.
If you’d like to build a content marketing strategy but are unsure how to start, we hope you’ll reach out to us at Digital Canteen. We’ve seen firsthand the power a cohesive strategy has, and we’d love to design one just for you and your business.
Here’s to a well-crafted content marketing strategy!
Thanks for reading,
Digital Canteen Team