How to create a content marketing strategy that actually works.
To Do or Not To Do in Content Marketing
As technology advances, traditional marketing measures and methods become obsolete. While traditionally, marketers would engage in print ads, coupon promotions, and big-budget banners, today’s marketers invest in a low-cost high-return strategy of content marketing.
By the definition developed by the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Content marketing is often termed as modern-day copywriting. However, the two concepts are entirely different:
Content marketing uses blogs, podcasts, video, and social media sites as a vehicle. Copywriters, on the other hand, write dynamic headlines, persuasive landing pages, and conversion driving emails.
Despite the differences, any smart content marketing strategy would require a blend of the two, with a higher promotion of content marketing. Investing in content marketing strategies yield compounded returns. However, many marketers and companies are still not ready to invest in content. Here are the benefits that effective content marketing yields:
- Brand recognition and credibility
- Creating long term customer relationships
- Spreading brand awareness
- Creates a pool of loyal customers and highly convertible leads
- Helps create and maintain brand identity
- Positions your business as an expert in your industry
- Increases traffic to the company’s website
- Improves lead generation and lead nurturing
- Opens a new and direct channel of communication through social shares and comments
- Speeds up the purchase decision process
- Increase conversion rate and sales revenue
These benefits are, however, only experienced by companies that invest in and ensure a solid content marketing strategy. Here are the do’s and don’ts for creating a content marketing strategy that sings:
DO: Create a mix of content such as blogging, guest blogging, infographics, and videos to diversify your content.
DON’T: Write articles or blog posts about topics that have been covered by other websites a million times.
DO: Have your own blog on your website on which you can add content frequently and ensure high quality posts.
DON’T: Copy the content marketing strategies of other companies directly. You can use their strategies as references but not as your own.
DO: Share your content on your social media accounts consistently.
DON’T: Focus on quantity over quality
DO: Make content sharing as easy as possible.
DON’T: Forget to post on other websites and platforms.
DO: Add links to your site/blog when posting on external platforms.
DON’T: Copy. Plagiarism is a crime.
DO: Be active on social media and answer emails promptly and intelligently.
DON’T: Miss out on conversations regarding your brand. Use comments as feedback or suggestions to improve your content marketing strategy.
DO: Strive to become the resource for data or information.
DON’T: Act cheap when it comes to content. Use high quality infographics, videos, and content.
Creating high quality content through a targeted content marketing strategy is an effective way to connect users to your company and brand. Focus on the do’s here and avoid the don’ts to ensure your website witnesses increased traffic and reaps the benefits associated with an effective content marketing strategy.