Social media, mobile technology, and word-of-mouth marketing have been serious game changers. People are getting their news and entertainment online, watching TV on mobile devices and subscribing to newspapers and magazines on tablets.
According to Entrepreneur.com, a Hilaire survey discovered that print, TV and radio advertising is being replaced with non-traditional means of content marketing.
So just what is content marketing?
The Content Marketing Institute reports:
Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
The trends in content marketing tell us three things:
- Traditional advertising, as we use to know it is dead
- Content marketing has replaced traditional advertising
- Having a winning content marketing strategy is the single most effective way to get leads and turn leads into business revenue
How do you use content marketing to engage prospects and customers?You do this via blog posts, social media sites, videos, and photos. Done correctly, this will generate leads, enhance your brand identity, and put your company’s expertise on display. But your blog, Facebook page, and Tweets are just a means to get your message out. The real value is in the content that you share. Where can you get started?
Here are five ways to develop a content marketing strategy:
- Have A Plan: No, really, have a plan. Far too often people forget that they must plan for the success they desire. Thinking they can wing it is the #1 mistake most folks make. Your plan should support your brand’s mission and goals. It will include the unique value you are looking to provide. It should also outline the obstacles and opportunities you may meet as you execute your plan. Preparation is the key.
- Start Writing: When readers find themselves consistently reading a brand’s content, they start to see that brand in a new light, not only in terms of credibility but also likability. You can start a blog, contribute as a co-contributor to someone else’s blog, or submit articles to your industry trade magazine. Not much of a writer? Do a video blog or an audio blog.
- Listen To Clients: Not sure what to write about? Start off by writing down the questions you repeatedly hear from your clients. I guarantee those questions will spur ideas for articles or blog posts that would be valuable to your audience and may even land you a few new customers.
- Identify Your Audience: Know the specific audiences for whom you will create content, what their needs are, and what your content engagement cycle will be. Will you post once a week across many social networking platforms or several times a week across only two social sites? Knowing your audience will decide your level of engagement.
- Schedule Your Posts: I don’t know about you, but I’m always busy. If you are as well, invest in a “Social Media Management Tool.” There are many to choose from, but one of the most inexpensive (there is a free version) and intuitive tools is Hootsuite. It will help you keep track and manage your many social network channels and free you up to do those other posts… which… by the way… can also be scheduled. Need help coming up with a social media plan? Read my blog on ten ways to develop a social media plan.
What content do you have to share that will help drive business to your company or advance your organization’s mission? Let me know if I can help you master just the right content marketing strategy for your business that will turn prospects and online community members into leads and clients. Fill out the contact form below so we can get started strategizing.