Its been years now. I started as a content writer at a time when people did not even know what content marketing was all about. I got into it because I was passionate about it (Still am, if you ever wonder). Now, over the years I would like to believe that I have evolved and not only as a content writer but also as a content strategist and a content marketer.
Yes, I have been planning, developing and managing content for years. But, its only when I started to use a strategic marketing approach in creating and promoting, distributing authentic, interesting and valid content that is consistent in attracting, engaging and delighting the prospects as well as existing clients that it started to drive and deliver more traction and the desired outcome.
How to start with Content Marketing Strategy?
Regular Consistent Content
What I have learnt is that creating regular content works, only if its relevant, interesting and strategic, meaning it should be of value to your Target Audience. Just filling the website and promoting random content or posting 5-7 times a day on Social Media will bring no results, unless you have planned out your content strategy.
Identify Buyer Persona
First, have a clear understanding about the business and their offerings. Have a proper knowledge about the Target Audience.
Who would be interested in your company offerings, the services, products or solutions?
Understand their demographics, interests, characteristics, habits etc, so that you can generate the Buyer persona, based on which you can create your content marketing strategy. This also helps you to deliver a better personalized content. Your sales, marketing and all the customer facing team can help you provide an insight to create your buyer persona.
Market Content to your TA
After identifying your buyer persona, have a strategy to see what type of content would attract, engage or delight them. Understand the buyer’s journey they have with you so that you can provide the relevant content that would interest them.
Just, creating the content is not enough, you should also know how to distribute it. See, where your TA spend most of their time. Which Social Media or Community Forum are they the most active on? Where do they go to search for a solution to their problem? Make sure to target them there with the relevant content for them.
What I learnt?
Content marketing should not be based totally on your business or products, though they do matter, ensure that your content is more focused on customer requirements and problems. Creating a content that is relevant to your industry, business and customer is sure to deliver ROI for you.
It’s not the number of times you post or the number of contents that matters, but it is relevant, interesting and engaging content posted consistently that drives the most traffic to your business. Added to this, I have realized that having a proper content marketing strategy helps to create the most relevant content that would work better.