Is your content marketing personal, lets imagine when you’re watching TV, how many times do you do something else when the ads come on? We’re willing to bet that unless you really love a particular ad – and let’s face it, the truly lovable ones are few and far between – you don’t actively engage with them, and would far rather check your phone or get up and make coffee!
Because, as a buyer, you have the control! You don’t want advertising, you want information. Valuable information. Information that is useful and relevant to you.
You want content.
When we talk about content, we mean free resources that your customers – existing and potential – can read or watch to answer their questions or solve their problems. This could include videos, e-books, whitepapers, blogs, articles, copy… anything that tells a story and compels readers to come back to your site because they now see it – and therefore your brand – as a trusted resource.
Remember that content is not about you and it’s not about your organisation – it’s about your audience. (Although of course, there are benefits for you too! Great content locates you on the Internet, and search engine algorithms are always being updated to recognise and reward websites that regularly provide great information.)
Content marketing is about creating and sharing content to attract people to a “destination” that you own, have built and optimised to achieve your marketing objectives, instead of interrupting or buying an audience on someone else’s platform.
Every Brand Needs A Content Marketing Strategy
It’s all very well having great content, but if you don’t know how to share that content effectively, then you might as well not have any content at all. A content marketing strategy is basically a plan of how and where you’re going to expose your content, and by default, your brand, to the right people at the right time.
Your strategy defines your vision and goals and aligns these with audience research to give you a good idea of the type of content you need to be creating, as well as the voice and style of that content.
Strategic Content Marketing – Rinse And Repeat Gets Results
Back in the day, marketing created awareness. Today, the rise of the internet and the ease of finding information online means that marketing is no longer about which brands you’re aware of, it’s all about which brands you prefer.
Creating brand preference comes from building brand trust, and strategic content marketing focuses on this as its main aim. You have to demonstrate expertise, and then build trust by giving away that expert knowledge for free.
This is not an overnight thing. Building trust takes time, organisation and creativity. Ongoing production and publication of content will bring your strategy to life.
Rinse, and repeat.
Let Us Create A Content Strategy For Your Business
At Digital Coach, we understand the importance of generating and publishing quality, relevant and interesting content to help build trust in your brand among your target consumers. We also understand the way various social media platforms can be leveraged to create the right exposure for you, and how regularly adding relevant content to your website not only gives visitors fresh, new information every time they arrive at your site but also helps it rank better with search engines.
You wouldn’t trust the running of your business to just anyone, so don’t do it with your content strategy.