Goals for your content marketing efforts:
Attract new visitors
Generate more leads
Grow your email list
Develop an expert reputation
Build brand awareness
#1. Define your audience
Understanding your audience is the first step in creating any marketing strategy. Without having audience who wants and needs your product, you wouldn’t have any customers for your product/service. The demographics of your target audience decide how to structure your content and what will engage their interests and values. You should spend time identifying the websites your target audience spends time on and how you can create content that engages with that audience. If your audience is interacting with pages that include videos rather images then make video a part of your brand awareness strategy.
For example, if your company creates apps for healthcare professionals, your audience is primarily doctors and physicians. In this case, you should customize your content to appeal doctors, and show them that you’re committed to providing them with a great experience.
#2. Utilize company’s blog as a tool for brand awareness
Here are a few tips to help you build brand on your company’s blog.
To be distinct from your competitors, you have to produce unique content. People always look for fresh content. If you post the repeated information as your competitors, it won’t help you to stand out in the market. Also, ensure that the information provided in the content is accurate to your customer’s expectations. Taking new angles on topics related to your industry can help to establish your brand as a creative and an authoritative one. Focus on the upcoming technologies being implemented in your work area and try writing blogs based on those contents. You should also write on topics that give your audience an inside look at your company. For example, you can write blogs about the story of your products developed, how it benefits users, etc.
Frequently spy on your competitor’s blog post to see what topics are doing well. You may quickly rework general ideas to your content that are helping your competitors connect with customers. If your competitor releases blogs that includes videos frequently you could also consider posting video’s or webinar weekly to get maximum reach.
#3. Optimize & Promote Your Content on various channels
While optimizing the content on your webpage, consider the following things:
Optimize the content with relevant keywords. Italicize or bold the most important keywords to be ranked in the search engine result pages.
Create an eye-catching header. Provide Headline tags – H1, H2, and Meta tags.
Augment your stories with photos. Rely on bullets to make reading easier.
Create titles and subtitles to make sure that search engines (online crawlers) will find your content easier.
Provide a short description of your product. Write a by-line for your article.
Social media platforms: Facebook, LinkedIn, Twitter and Google+ are a great way to promote your brand-building content and reach a broad audience. Social media platforms are great for content marketing because the information you share with your followers isn’t only available to them but their friends as well. By posting, you’re opening the doors for your content to go further than just your audience.
Guest posting on leading websites: Guest posting on significant sites like Forbes or Entrepreneur increases your traffic.
Send Email Newsletters: Sending email newsletters regularly to your clients are one of the best ways to keep your company at the forefront of customer’s minds.
#4. Pay attention to analytics
Google Analytics is a great platform for understanding a ton of data on how your content is doing online. Analyzing the results of your different marketing strategies will allow you to understand which techniques work and which don’t so that you can improve your marketing strategy. You can analyze which pieces of content are bringing you the most traffic and through which channels. Observe maps of where your customers are entering your site from, and even learn what users are clicking on your site. Use this information to determine which types of content are the most valuable to your goals and take a data-driven approach to selecting new topics.
Marketing is impossible without great content. Create valuable and relevant content, attract a clearly defined audience, and drive profitable customer action.