Content is extremely important, especially when it comes to content marketing. Content marketing is a bridge that separates marketing and storytelling. Which is super important to a business looking to attract and keep their customers.
The Ardath Albee who is the CEO of Marketing Interactions had this to say, “content marketing is the practice of sharing information your target audience will find helpful and valuable with the intention of creating a profitable customer relationship.”
Churning out valuable information in a form of a blog post, article, on social media and other ways is the heart of content marketing. It is more of telling a story about your company and your products building trust with your customers, instead of just trying to sell them stuff.
Keeping in mind all of that, here are some tips from experts to help boost the effectiveness of your business’s content marketing strategy.
Tell A Story
As mentioned above, content marketing is about telling a story to your customers. It often consists of narrative elements, for example a plot and a persona to engage with the audience. Stories have a way of drawing people in for more and more if done correctly. If your content marking is done right, your customers will definitely be coming back for more!
Moses Velasco, the chief product evangelist at Socialbakers said this, “Storytelling will always be at the core of every brand’s content marketing strategy.”
He also told the E-Commerce Times that, “Marketers use storytelling to create brand awareness, engage their audiences, and drive customers to a purchase.”
With social media becoming such a popular marketing tool today, companies should take this opportunity to tell their stories on these platforms. It only makes sense, because social media has such a wide reach and it is a great place to share story-based content marketing.
Velasco also added that, “the rise of the new Stories format on Snapchat, and now Instagram and Facebook, has opened a new opportunity for brands to take their storytelling to the next level and reach customers at their fingertips.”
“Stories are already engaging on an organic level, and they are a key advertising opportunity for today’s brands. The ability to leverage the authentic format as an advertising platform is a chance for marketers to create content that feels a lot less like traditional marketing.”
The goal of content marketing is to give your e-commerce customers an experience by entering a story.
“Don’t be robotic in treating e-commerce as a simple exchange,” cautioned Jake Athey, VP of marketing at Widen.
Make It About The Customer
Content marketing isn’t always about your business. The content should be tailored for the customers, offering information that they might find useful.
Lee Frederiksen the managing partner at Hinge Marketing said, “It’s not about you.”
He also told the E-Commerce Times in an interview, “be sure you stay focused on the issues your client is facing and that you can be of assistance with.” He also added, “don’t start talking about what you do and how you do it, [because] then you are slipping into promotional marketing.”
That old advertising question “Whats in it for me?” is exactly what your audience is thinking in their heads. Always think of your customers and try to give them the kind of information that they want.
“Content marketing is simple if you keep your audience in mind,” said Pulse Marketing’s Hartin. “What are they looking for when they come to you? What can you provide that will assist them in some way? How do you establish yourself as a resource for them? By answering those questions, you can effectively determine the topics and mediums through which you can initiate a content marketing strategy.”
We are all customers at some point in our lives. Its fair to say that we all have problems with maybe a brand or a product. So, as a brand it is your job to answer any questions that your customers might have.
Marketing Interactions’ Albee said, “focus content on what your product or solution enables or provides to your audience that they couldn’t do or didn’t have before.”
“Help them visualize the impact of success or of avoiding loss by not acting. Show your audience how to solve a problem or gain an outcome that’s important to them and is something you can help them achieve,” she added.
Data Is Key
Although content marketing is a very creative process, it works best when you pair it with actual data that you have collected on your customers based on research you might have done. This will give you a clear idea of what your customers are looking for. From there you can start putting out content that matches what they’re looking for.
Greg Faucher the director of integrated media at AMP Agency said this, “while I consider myself to be a creative person, I also have a background in SEO.” He also told the E-Commerce Times, “I believe the creation of content should always be based in data.”
“I truly believe that before creating content, people should figure out what topics they want to be known for, and then use trend and keyword data to understand what people are actually searching for.”
Always Be Consistent
It is very important to be consistent with your content marketing strategy especially in the frequency of your posting and overall branding.
Marketing Interactions’ Albee said, “be consistent. This applies to publishing frequency, messaging style, and brand positioning across all the channels you use to share content with your audience. You want them to be able to recognize your brand, even if your logo isn’t present.”
Keep in mind that a supply of new content is the heart of any successful content marketing strategy.
“Regularity of content is more important than depth,” said Hinge Marketing’s Frederiksen. “For example, it’s better to publish one blog post a week than to publish three in one week and then nothing for a month.”
Develop A Voice
Developing a distinctive voice for your content marketing is great. After all, your voice is a key component of the overall strategy.
“Know your audience and find a voice,” said AMP Agency’s Faucher.
He went on to add, “if you’re going to be known for travel, people might not appreciate content that is overly humorous. It might lessen the credibility of the content and decrease effectiveness.”
“However, if you’re a movie reviewer, people might really appreciate a unique brand of content that your website could become known for. Your ‘content voice’ will become more clear once you discover what is truly resonating with the public.”
Use Your Employee’s Content
Last but not least, don’t forget your dear employees. They too have a lot of valuable information that can be turned into content and then shared. Allowing them to help you out can strengthen your content marketing efforts.
“Employees are viewed as trusted source of information when others are seeking information about a brand or a product,” said Michael Brito, head of U.S. digital at Lewis.
He also went on to tell E-commerce Times, “when internal thought leaders and subject matter experts can be mobilized and activated to participate in industry conversations, the result will include another layer of trusted content surround-sounding your audience.”
Article originally from E-Commers Times, written by Vivian Wagner on the 23rd October 2017