Traditional marketing is becoming less effective by the minute. As a forward-thinking marketer, you know there is always a more innovative and better way.
According to Content Marketing Institute(1): “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.”
In today’s world, the vast majority of marketers are using a wide range of content marketing tools, techniques, and strategies to be seen and heard. Content marketing is one of the best small business strategies for long-term growth.
Content Marketing Strategies
One question that marketers will ask while designing content marketing strategies is “Why.”
Why are we creating content? Who we are creating content for? How will we help the target audience in a way no one else can?
A solid content marketing strategy focuses on your key business solutions, customers’ needs, and a detailed plan for how content will be used to address those needs.
Content Marketing Strategies for Technology Companies
Most top technology companies already have strong content strategies in place. Think about Microsoft and its collaboration with rapper Common on the company’s artificial intelligence tools. Video and other forms of collaboration are sometimes used as the main tool for marketing within technology companies.
Given the scope and consistent development of and innovation within the technology industry, there is still a great deal of opportunity to create original material and use it to attract customers. Technology companies have to understand how the world looks at their brand which will be a different perspective from their core audience.
What Should a Content Marketing Strategy Include?
There are different ways to create a content marketing strategy. Both enterprise organizations and small to mid-size businesses make their strategies based on their specific and unique needs.
But there are five components that are always included:
1. REASONS FOR CHOOSING CONTENT MARKETING
It is important to explain why you think innovating with content marketing is important, what are the results you will be aiming for and what are the risks you think will be encountered.
2. A BUSINESS PLAN FOR CONTENT WRITING
Next, it is important to have goals for your strategy, a clear idea of the additional value you will be provided with your content, a summary of basic obstacles and opportunities that you may encounter and at last the details of your business model.
3. PROFILE OF TARGET AUDIENCE
You need to clearly explain the audience that you intend to target through the created content. Needs of the audience, their content engagement cycles and a plan for how and what content they will be viewing at each stage of their interaction with your organization.
4. BRAND STORY
It is also very important to make the customer understand your brand. Hence it is important to include the ideas and messages you want to include in your content. You must also know how you will be changing customer perception through your content and how you will be differentiating your content from your competitors.
5. CHANNELS FOR SHARING CONTENT
Lastly, your strategy must explain the channels you will be using to share content, how you will be integrating all platforms and your criteria, processes, and objectives for choosing each one.
For more details on how to create an efficient and effective content marketing strategy, you can download The Essentials of a Content Marketing Strategy.
What Are the Benefits of Having an Effective Content Marketing Strategy?
There are various benefits of content marketing. Some are more obvious than others, but all of them have high importance.
View some other unique benefits: Benefits of having a Content Marketing Strategy
6. CONTENT MARKETING INCREASES SALES
People don’t just buy a product. They always evaluate the product first. Traditional marketing only informs the customer that a product is in the market. It does not convince them to buy the product. They need to know the pros and cons of a product. And content marketing gives customers those details so they can resolve those concerns. It brings potential customers one step closer to making a purchase. It also helps in building relationships with customers so they will purchase from us and not our competitors.
7. CONTENT MARKETING LETS YOU CONTROL THE CONVERSATION
Due to technological advances, information is available more readily. People already know what they are going to buy even before they enter the store. As a result, brands must be where the customer is when he or she is researching the product. Content writing allows you to control this conversation.
8. EFFECTIVE CONTENT WILL BRING MORE TRAFFIC TO YOUR SITE
Publishing engaging and effective content consistently will bring more traffic to your site over time. For small business marketing, getting more traffic is the key and effective content is the method by which to achieve it.
9. RAISE BRAND AWARENESS
There are customers who are looking for your product or service and you must get to them before your competitor does. Let’s say you sell smartphones and you have a number one ranking article on Google with the title “Best HD Displays for Smartphones” and over 100,000 people search that phrase every day. Now, you have immediately put yourself in front of over 100,000 people who could potentially be your customers.
10. BUILD CREDIBILITY
The more people view your content, the more they will be advocating for your brand. Many of them will become your customers. People will think of your brand as a thought leader or best-in-class as well as a credible information source that can be used in the long run.
11. COMPOUNDING ROI
Every article you post, whether it is on your blog, website, or social media profile, will bring additional people to your website. In addition to this, each item of content that gets put online will bring additional customers to your website and could boost your revenue stream.
12. CONTENT MARKETING SCALES YOUR RETARGETING AUDIENCE
It is a very effective marketing strategy to set-up display ads for your products to potential customers. Let’s say a potential customer visits your article about “Top 3 HD Display Screens,” you can just attach pictures of your best products in your article and lead him to evaluate and ultimately buying your products.
Example of Marketing Technology Companies through effective content marketing: WeAreCisco Snapchat Campaign
Content marketing strategies for technology companies are just as essential to technology companies keeping up with and continuing to produce the latest trends and innovations. If companies do not innovate, they will eventually die. A similar case can be applied to content marketing. If content marketing efforts fail, effective recognition, brand awareness, and associated revenue could disappear.