Content marketing can help your brand to reach new audiences, drive engagement, and support key business objectives cost-effectively. It’s also trackable and measurable, making it easy for you to determine the return on investment for your efforts. If you have been considering a move into content, now is the time to make the jump – but what exactly do you need to do beforehand?
Define your audience
Your audience is key to everything. Think of it as a two-way value exchange. You will be delivering excellent articles and blogs that will inform, educate and entertain them, while they will respond in kind by sharing your content and taking action through the process of buying products and services.
Whether your audience is largely made up of baby boomers aged 55 and over or Millennials aged 38 and under, you need to know their likes and dislikes, wants and needs. When you understand your audience, you can then move on to planning and targeting content campaigns accordingly.
In order to resonate with customers, you need to embrace a marketing position that will enable you to deliver messages and highlight your unique selling points. To do this effectively, identify direct competitors and find out exactly how they are positioning their own brands. Comparing your positioning to each of these will enable you to come up with a unique and value-based positioning proposition.
This proposition can be documented. Define the target group of consumers you are aiming to appeal to, coming up with a brief definition of the market you will be operating in, a compelling brand promise, and evidence and reasoning showing why consumers should believe in you.
Valuable content can now come into play and help you to achieve your brand-building goals. If you are struggling to decide on what sort of content to focus on, consider following the 70/20/10 rule. The vast majority of output should be original and informative editorials, news, videos and infographics. A further 20% can be sharable or user-generated, while the final 10% can be taken up by promoted content. Now, you have everything in place to finally target content marketing success.