Content is the fuel of the web, but not everything is acceptable. In a communication strategy with the capacity to achieve the expected conversion objectives, quality content is involved, as well as its usefulness. We do not talk about compulsive writing or the creation of desperate videos. So, how to start a content marketing strategy?
If your audience does not exist, you will have to create it, and that represents time, even more time if the content strategy does not include a payment accelerator. So patience.
A content marketing strategy unites the phases of planning, production, promotion and measurement of content. It requires coherent guidelines between content and business objectives.
Essential foundations for the development of a content marketing strategy:
Your audience Do you know who you are writing to?
Consider how your target audience uses social media, which keywords are the right ones, which times are most active, what they are talking about. An in-depth knowledge of the target market is the way to offer valuable content. Soon you will enter into a feedback dynamic: good content, faster social presence.
A valid criterion to determine if the choice of content is right for your company is to consider if it is useful to the marketing objectives. Which? Increased qualified traffic, obtaining leads, increasing the level of brand awareness, etc.
Social media provides that sense of anonymity where consumers express themselves honestly. Being an active listener makes you able to collect implicit suggestions and develop new content ideas.
This necessary social monitoring contributes to improving the performance of the articles, helps to make decisions and to determine Influencers.
The style of communication is fundamental in the brand image. When it comes to expressing yourself, you have to adapt the message to the public and to the context.
Develop a style guide, an editorial line that determines the tone and language. The perception of your readers will be of coherence in the voice and, therefore, authentic image.
Content marketing is valuable when considering measurable objectives within a larger strategy. This is what they say from BuzzFeed, the site of viral content creation with a premise: create content that people share.
Lessons from BuzzFeed that apply in its contents
- Create emotional content: an article that explains something is good, but an article with a very emotional hook is an extra.
- Create useful content: there is always a place for a GIF in BuzzFeed articles, but it is best to combine these GIF with useful information and tips. Ask yourself: How will my audience be of this content?
- Create original content: the content you offer even more relevant if your readers can not find it elsewhere.