Implementing a content marketing strategy will allow you to consolidate your brand before your target audience. Understand how to get started.
Content marketing is increasingly a strategy implemented in different companies to increase its relevance and keep customers constantly connected with the brand, involving a series of criteria such as engagement and the provision of solutions capable of meeting the demands of the target audience.
Therefore, to produce relevant content, the first and most important step is to identify what you want to achieve for your business. This way you will be able to understand how you will produce this content and the platforms you will use to disseminate it, making it really generate added value for your audience.
What is content?
To begin with, the fundamental concept of the word ‘content’ refers to the set of information that we receive every day and that impact us in different ways. Currently, we are exposed to all sorts of content: informative, advertising, educational, entertainment, etc., and we interact with it through mobile devices, on Internet and even in the places we visit in person at every day.
However, we are going to focus on producing content based on marketing strategies, or what we know as content marketing. In this sense, this concept refers to the methodology that adds value to your company’s information delivered to your audience, allowing the public to interact, engage and identify with your product or service before making a purchase.
In this way, content marketing is the most efficient method of attracting the right audience to your business in an organic way, as well as consolidating your brand through the dissemination of content that speaks directly to customers and allows you to create proximity to potential customers.
Why implement a content marketing strategy?
One of the most common mistakes in content production is talking only about the product or service, without focus the communication on the customer and what they really need or seek. This is where content marketing comes into play.
Unlike defining an advertising campaign, implementing content marketing into your business communication will allow you to talk to your customers in order to increase your relationship with them, the visibility and the interest in your services, as a matter that goes beyond the commercial scope only. All of this is possible from the production of relevant content.
How to do content marketing?
The basis of everything is strategy. It is not only posting a huge amount of content without first carefully defining the objectives of your communication, the platforms and formats that will be used, the execution of the content and the analysis of the results of the implemented plan. And, of course, most importantly, understand what your audience is looking for. Thus, defining the purposes of your communication is part of the content marketing planning stage, identifying what your business needs to disclose. Some of the most common goals — and that here at MakeAll.Digital we identify among the demands of our customers — are related to generating greater brand awareness, increasing engagement with people, as well as educating the public about the services that your business offers with content of quality.
Another essential aspect into the planning stage is to identify the people to whom your content will be directed. Known as Buyer Person, this method allows you to create your ideal customer, from specific characteristics aligned with the product, to direct your content in the right way. In addition, part of the success is related to measuring the results of the strategy and, for this, it is necessary to apply the concept of Key Performance Indicator (KPIs).
On the other hand, identifying the platforms on which the content will be published is a job that requires knowing the purpose of each one and the audience it impacts. This is a competitive advantage when choosing whether your business content will be shared through social networks, websites, blogs, email marketing campaigns, among others. At the same time, you must align the formats you will use to disseminate this content such as text, images, videos, podcast, specialized materials. In this way, each of the platforms and formats will speak to the audience in a different language, and learning to identify them is part of the work within content marketing.
Thus, we see that brand building is not limited to immediate results, it is necessary to undertake a conscious work focused on consolidating the business as a whole. From content marketing it is possible to build a solid foundation for brand recognition, combining credibility, authority, loyalty, attracting new audiences and what really matters: that your customers identify themselves with your company. Remember that customers’ purchase decision is increasingly based on the added value of brands for their daily lives!
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