Content marketing is a strategic marketing approach focused on creating and circulating compelling content to attract, retain and engage your target market to promote consumer action and revenue. Content marketing is a necessary online tactic that continues to evolve. With new shifts occurring, it’s important to understand the changes and develop your strategy accordingly.
Companies utilizing content marketing can expect massive returns. Whether you have a large or small budget, your content marketing strategy can be scaled accordingly. Here’s the stats:
- 82% of B2C marketers and 95% of B2B marketers use content marketing
- 78% of Chief Marketing Officers say customized content is the marketing future
For your marketing to be successful incorporate the following:
1. Use Visual Content
Visual content is convenient and easy to use. Digital technology allows you to tell your story using videos, infographics and images. 84% of content with visuals receive more views than content with merely text. Use a visual in every blog post, social post and article.
2. Test Everything
Testing allows you to perfect your strategy. Testing software lets you test and tweak nearly every element of your digital strategy. Implement split testing to see which titles, images and calls to action perform best.
3. Be Social
The leading social media platforms are Facebook, Twitter and LinkedIn. Though Google+ and SlideShare are gaining popularity, marketers are using the top three social platforms the most. Use your social networks to promote customer engagement and use compelling content with your target market on each social platform.
4. Create Meaningful Content
People are less interested in sales content and more likely to engage with informational and thought provoking content. Instead of acting like a sales rep, act like a thought leader and soughed source of valuable content. Provide content people in your industry need and want to know.
5. Repurpose Content
To maximize your content, repurpose it for continuous use. You can do this by using key points from a blog and tweeting throughout the week or posting email links on Facebook.
Micro-segmentation is gaining momentum. Accomplish this by targeting a niche community or specialized segment of the larger market. You can do this by linking with industry blogs and connecting with your industry leaders’ social networks.
7. Measure Your ROI
It’s imperative to measure your efforts and results and analyze your ROI. Focus on evaluating your content message, content format, distribution channel and promotion. Understanding your performance in each area will help you allocate your budget and adjust your efforts accordingly.
Produce and distribute meaningful content your audience will want to engage with and read. Be agile and adapt accordingly. Marketing shifts happen quickly. What once worked may no longer be effective.