Content marketing (in spanish: marketing de contenidos) creates trust, credibility, which, in turn, destroys customer «resistance». The information needed is a description of the benefits a customer will receive from a particular product or service. Content drives the Internet as consumers seek information that can solve their problems. However, it is important to know how a content marketing strategy should be implemented. To do so, it is essential to have the advice of a strategic communication expert (experta en comunicación estratégica).
Implementation of a content marketing strategy
For content marketing to be successful, a detailed multi-stage strategy must be created.
First, the current state of the website must be analyzed, starting with an evaluation of the available texts and sections. This will give you an overview and the ability to identify systemic deficiencies in order to take appropriate action to improve the materials. The verification of key queries on the subject of the website, taking into account the positions and keywords of competitors, adds and optimizes the semantic core. Therefore, the direction and purpose of the movement will be clear.
Strategy
Elaborate the basic concept of promotion, taking into account the results of the preliminary analysis. It should detail the key aspects:
The channels through which the promotion is carried out. Perhaps the best solution would be to have your own blog on the site. For some, a periodic electronic publication or a YouTube channel is preferable. In general, the longer the list of channels, the better, because even a fairly homogenous audience in terms of consumer characteristics can be scattered across many channels. Consequently, you need to consider your presence on your site and in partner resources and catalogs.
Audiences are closely related to channels. Consider the characteristics of each resource and the relevance of the local audience to your target. A marketing portal can be a place where your articles are regularly reviewed by professional colleagues, but there will be no customers.
Define the metrics with which you will measure the effectiveness of the strategy. The type of marketing selected is very specific and does not correspond to the analogous ones either in speed or in the user’s path, and it also differs in many other parameters. Much attention must be paid to behavioral factors. But in this case, these will be special factors, suitable only for evaluating the interaction with the content. For example, the most viewed sections and blocks of articles, or the percentage of users who completed the entire reading.
The strategy is the basis on which the additional dynamics of customer acquisition and sales growth are built.
Content plan
A more tangible and equally important part of content marketing is the content plan.
With the foundation in place, with a clear audience, channels and metrics, it’s time to start building a wireframe for your publications. It means:
- Frequency of publications,
- Specific publication dates,
- Article topics,
- Places of your location,
- Promotional channels.
- Before writing materials, you should have detailed instructions on what, when and where to publish.
The next step is to start developing useful and interesting content that is of real value to your audience. From this point on, your movement will begin to increase customer loyalty and trust, and consequently, increase sales.
Content marketing platforms
Own blog
You’re your own boss on your site. Set up a convenient structure of sections and articles that is more comfortable for you and your readers. Don’t forget to remember yourself. Useful content can and should be combined with company activities and products. For example, you can set up a callback on the site; it won’t bother the visitor, but at any time the user can contact you if they have questions. You choose the theme and the approach to communicate with the audience. It is necessary to adhere to the basic rules prescribed in the strategy, observing the high quality of the content and the optimization of resources. In this case, your site will become a reliable platform for beginners and professionals in the chosen field.
Thematic sites
Internet editions or associated sites created especially for periodicals. Because they may be much more popular with the target audience at some point than your site, there is a reason to publish on them, without regard to the location of the intellectual property on a third-party site. The basic goal is to spread information about you and your experience so that the next time interested readers come directly to you.
Social media
The presence in social networks is essential these days. This is no longer an embarrassment even for the main players in the market. Companies maintain corporate blogs and communicate with customers through messengers, thus building a positive image and high level of customer satisfaction.
Advertising mail
The ideal variant of emails in the subscriber base collected directly by you This audience is much more loyal than cold customers who receive an unexpected email from you for the first time. If sites and blogs are visited deliberately and infrequently, mail is always on hand. An interested client will be happy to study your materials delivered directly to the address and containing valuable information.
Activity
Events can be both live and webinars. Calltouch regularly organizes its own events and participates in current meetings and conferences. Thus, Callday 2018 brought together over 1000 participants at one site. As part of the event, not only were the company’s latest products presented, but also unique reports from the major players in the market. And what is that? That is, content. Useful and fun.
Why it works
In our reality, there are many examples where social confirmation is a determining factor when making a purchase decision. By showing your professional approach, you inspire confidence and gain customers.
Many other techniques and content marketing in general can and should be learned. The main thing is more practical and several projects. It also makes sense to refer to the experience of senior colleagues in various courses. One example is the courses on digital content marketing. Theory, practice and advocacy of your project: this is the only way to create a solid foundation for your future career.