Research from the Content Marketing Institute shows that 81% of businesses who document their content marketing strategy align their teams around two things: a common mission statement and goals. An additional 81% said that recording their strategy makes it easier to develop and produce content.
Creating a strategic content marketing plan takes time, but when done well, not only will content creation be easier, you’ll achieve your goals faster!
Create authenticity through subject matter expertise
When it comes to content, authenticity is key. If your content does not showcase your brand personality or the value you provide to your customers, it’s time to make a change.
Companies that are not authentically themselves — in all aspects of their business — will eventually suffer. Potential clients and customers will see right through the fluff and lose trust in your brand.
While creating your content, provide value by aiming to educate or engage your prospects. In doing so, you will establish trust and credibility with potential customers.
Ways to incorporate authenticity into your brand:
Align your content with your company’s mission
Infuse your brand’s personality into your writing without adding industry jargon
Engage with your audience to further build trust
Write with people, not just search engines, in mind
Identify subject matter experts within your organization and ask them to write on topics they know well
Produce relevant content
According to the Marketing Insider Group, “Nearly half of consumers won’t spend time with branded content if it’s not relevant to their interests.”
As a marketer, it’s essential to create high-quality content that is relevant to potential customers in order to gain their attention and establish trust. If your content is not relevant to your target audience, it will be nearly impossible to convert visitors into leads.
In a world filled with content, it can be a challenge to gain and keep your audience’s attention. Creating content that is useful to visitors will vastly improve your chances of building brand awareness and moving potential customers further through the buyer’s journey.
When creating content, always keep your persona’s preferences, behaviors, and pain points in mind. Think about what questions they have and seek to answer them through your content. Doing so will help you to differentiate your brand, engage your audience, and increase prospects’ and customers’ trust in your company.
Finally, when creating content, consider the stage of the buyer’s journey your reader is in. You want to produce vastly different content for someone who was previously unfamiliar with your brand than someone who has engaged with it several times.
Incorporate video and other multimedia into your content
Multimedia is paving the way in content, and it isn’t going away anytime soon. For example, video consumption is up to almost 75 million viewers each day in the US alone.
To boost engagement levels, use:
- Interactive text
- Audio
- Video
- Images
- Animations
One of the most common ways to incorporate multimedia into your content strategy is through the use of video. However, audio content is growing in popularity as well. Take podcasts, for example. Nearly 6 million Americans listen to their favorite podcast weekly, and 40% of those 6 million listen to more than one show.
Collaborate more with others
In content marketing, we’re seeing a massive rise in collaboration. More and more businesses are teaming up to utilize backlinks, feature their subject matter experts, and reach a wider audience.
Two companies who know how to capitalize on collaboration are Databox and SnapApp. They produce well-informed content with a wide variety of responses from industry experts to leverage their audiences and boost reach and engagement.
One of the best things you can do when collaborating is to ensure you’re partnering with the right company. Partner with brands that offer complementary products or services, or that target the same audience, but aren’t necessarily your competitors. You’ll find that those partnerships can help grow your audience. HubSpot does a great job highlighting well-known, co-branding partnerships while showcasing how partnering with the right company can be successful for your business.
Capitalize on micro-moments
Modern consumers want fast, easy-to-digest information. To accommodate this, content marketing needs to produce “micro-moments” — a term coined by Google to describe four “moments” when a person wants to know, go, do, or buy.
- Know:Someone who is researching, but not ready to purchase
- Go: Someone who is considering buying a product or service locally
- Do: Someone who may need help completing a task
- Buy:Someone who is ready to purchase
Content marketing is now marketing
When thinking about how much content marketing has grown in recent years, we must look at how this form of marketing has shifted to just marketing.
Marketers used to looked at content creation as a side project — something to do when they had time to kill — but now content creation is a central component of all successful marketing strategies.
Be strategic about your content
It’s essential for marketing strategies to include content creation. While there’s no one-size-fits-all strategy to ensure success, you can start with your overall business goals and work backwards to determine appropriate content creation goals to set yourself up for success.
Common goals include:
- Generating more leads
- Increasing web traffic
- Establishing thought leadership
- Growing your brand’s social media following
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