What is a content marketing strategy? The Content Marketing Instutide defines content marketing as a "strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action" (Source). While there is no exact set of guidelines for creating your brand's content marketing strategy, there are certain things that by including them into your strategy, you are setting yourself and coworkers up to create a more successful campaign. Continue reading to learn about 3 important steps to include in your next content marketing strategy.
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1.) Identify Your Buyer Personas
As simply put by our partners at HubSpot, "A buyer persona is a semi-fictional representation of your ideal customer based on a market research and real data about your existing customers." When you're creating a content marketing strategy, it's important to identify your target customer, or the type of consumer you think is most likely to convert into a customer for your specific offer. Although you may be thinking, "we don't have a buyer persona, our product is for everyone", launching a campaign into wide open airspace is setting you up to waste valuable budget space.
There is nothing wrong with setting a high sales goal, however, it's best to identify and target your most "attractive" or likely to convert audience before moving on to harder to reach markets. Some key factors to help you create these personas are: success factors, buyer concerns, purchasing journey, decision criteria. Incorporating these factors will allow you to highlight the most attractive buyers and target your marketing efforts towards them.
2. Choose Your Metrics Wisely
As a business owner or marketer, you've more than likely been tracked down by tens, if not hundreds of companies offering some type of data monitoring service or platform. While the ability to closely monitor a wide variety of sales and performance factors is certainly beneficial, not all metrics are going to matter to your individual campaign. Identifying which factors will give you the most accurate and useful feedback helps create a content marketing strategy that is tailorable to your audience given (x) feedback.
3. Internal Structure; Who's In Charge Of What?
Now that you've created you're buyer personas and decided on your measurable metrics, it's time to delegate tasks internally. Are you a one-man team or are you one of many inside of your agency? If you're on your own, you may consider bringing in outside help from an Inbound Marketing agency to assist you with your content marketing efforts. On a larger scale consider who will be in charge of things like social media, graphic design, and lead nurturing? Are you using the power of Smarketing to align your sales and marketing teams? The more time and organization you put into your content marketing strategy before your campaign, the easier it will be to identify areas for growth and make timely adjustments throughout the duration of your campaign. launchingConnecticut Content Marketing Agency | ImageWorks,LLC
