Content marketing is one of those terms that a lot of people talk about. But few actually understand what it is or how to do it effectively. Content marketing makes use of the many different channels through which consumers learn about products or services. In order to make content marketing effective, businesses need to identify the channels their prospects use and the problems they hope to solve. Then businesses should provide content that offers solutions to those problems without the vibe of an advertisement. The most powerful content marketing addresses what’s most engaging to the desired audience in a way that instills trust in them rather than making them feel like they’re being sold an idea. It provides information that has value and leads them to act, share their newfound information with others, or both.
1. Quality is key.
It doesn’t matter how relevant or engaging your message is if it’s not high-quality and written well. By making sure that the information you provide is truly informative and well-prepared, you create a much stronger impression as a thought leader in your industry and greatly enhance the chances that your content is read and shared.
2. Keep your content focused on what’s important to the client, not what’s important to you.
An awful lot of content marketing fails because the business’s strategy is focused on the information that marketers want to convey rather than the information that their target audience wants to read. It is essential that you understand the needs of your prospects and provide them with solutions to the problems they encounter.
3. SEO really is important.
Having the correct keywords included or embedded in your content is essential to being found by the major search engines. Whether the content that you produce is a blog, videos on YouTube, or a series of photographs on Pinterest, you must understand what keywords your audience uses to search for content and include those terms in all of your efforts.
4. Build a strong network.
If you don’t have the right people reading and sharing your content, it doesn’t matter how good it is. Take the time to build your audience, and make sure that it’s made up of the right people. Following other thought leaders in your industry is a great way to build your network; the more you share others’ content, the more likely they are to share yours.
5. Support your content marketing with your advertising.
Content marketing is different from advertising and shouldn’t have a “sales” tone, but that doesn’t mean that it can’t be coordinated with your advertising campaign. The more aligned all of your marketing efforts are, the stronger they will be and the more cohesive your business will seem to consumers. By putting yourself into the shoes of your target audience, understanding what their needs are, and providing them with interesting and informative content that they enjoy reading, you raise their awareness of the many ways that you’re able to help them, establishing yourself as a trusted authority.