Your Ultimate Guide to Content Marketing That Works
by Chico Orange
A crucial aspect of digital marketing, great content can help you drive traffic, increase your visibility, and ultimately, maximize your bottom line. We round up three strategies you can implement to create great content and help you stand out in your industry.
Content marketing is one aspect of modern digital marketing that shouldn’t be underestimated. With the importance of SEO and ranking high on search engines to increase visibility, it’s all the more important now to leverage content in your business website.
Content marketing is a strong potential sales channel that not only boosts your online presence and influence but also provides value to your readers, which can contribute to bringing them from the top to the bottom of the sales funnel more efficiently.
We rounded up three content marketing strategies that make for a solid content marketing approach to make your business more appealing and engaging for your audience.
3 Strategies to Improve Your Content Marketing
Focus on reaching your ideal customer avatar.
A lot of businesses make the mistake of writing general content for the mainstream media. Although it’s a good effort to talk about popular and high-volume topics, this ocean is crowded and highly competitive. Chances are, you’ll be wasting your time and resources on a SERP with big brands in the top ranks.
Instead of approaching content marketing from a broad, mainstream perspective, turn your attention to the small audience that fits your ideal customer avatar. Doing so eliminates your competition, but at the same time achieves the goal of targeting the people who matter and who desperately need you and the value that you have to offer.
The first step is pinpointing exactly who your ideal customers are and knowing what pain points or struggles they are experiencing that you have the answer to. Start by listing at least 20 questions your prospects and clients have, doing keyword research, and address them through your content marketing campaigns.
Although it seems counterproductive to focus on a smaller audience instead of the mainstream general public, you’re tapping into the uncharted territory of interested and motivated potential customers.
Create relatable, unique, and inspiring content.
The New York Times Customer Insight Group conducted a study on the psychology of social sharing. Among the data yielded by the research revealed motivations people have for sharing content online:
- To support causes or issues they care about – 84%
- To grow and strengthen relationships – 78%
- To feel more involved online – 69%
- To define themselves to peers – 68%
- To inform or entertain other people – 49%
Now, does your business relate to one or two of these motivations? There might be a potential area that you can tap into and utilize to create relatable, unique, and inspiring content. For example, if you have helped people or spearheaded a campaign for social good, this would be a good topic to write about and share with your ideal customers.
Every business has a remarkable characteristic that people would be interested to learn more about. All you have to do is to discover yours and make it the focus of your content marketing efforts.
Look beyond written content.
Content marketing is commonly associated with blog posts — and blog posts only. But there’s more to it than that! Content spans a variety of different media types and can even include videos, interactive websites, and infographics, among others.
To up your content marketing game, consider utilizing other tools and media types to deliver value to your audience. Instead of writing a how-to article about a feature in your products, why don’t you create an informative and entertaining video instead?
There’s an influx of online tools that can serve as content marketing assets. Find those that are relevant to your business and most importantly, solve the specific pain point that your target customers have. This is a sure-fire way to attract motivated viewers who can easily be converted to buyers.
Great Content Can Help Your Business Market Itself
Google SERPs can get competitive, but just because everyone’s competing doesn’t mean you should too. Your business can stand out better in smaller audiences who are in desperate need of your products and the value that you have to offer. And you can reach them through great content.
- Focus on the right audience
- Deliver the right message
- Publish the right type of content.
This is what will transform your content marketing efforts and generate the social activity that your business needs to gain more visibility and reach.
April 22, 2021
March 26, 2021