First, determine who your target audience is. Develop a customer persona to whom your content should speak. Then, based on that persona and your company’s brand image, decide on your company’s voice, and the type of content you will be creating. Your content needs to be informative and valuable, as well as interesting and engaging, to your target demographic. And once you start producing content, constant tweaking of your strategy is in order, based on how successful each post is.
Search or explore below to find answers to some of the most commons questions in digital marketing.
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Just like question #5, this one depends on your audience. The best way to find out what type of content converts most effectively for you is to test, tweak, and test again until you find the right fit.
Content marketing turns traditional marketing on its head. Instead of focusing on a company and its products or services, it focuses on the consumer’s needs first. The goal of content marketing is to provide valuable, genuinely helpful information to consumers for free, in order to create a relationship with them based on trust, which eventually leads them to make a purchase.
When most people think of content marketing, they think of a blog. And blogs are certainly one of the easiest and most effective means of content marketing available. But they aren’t the only forms of content that can be employed in a content marketing strategy. Any valuable information, conveyed via any medium, can be considered content. Videos, infographics, slideshares, PDFs, blogs, articles, podcasts, white papers, ebooks, webinars – the list goes on and on.
Though it can be tempting to jump right in and start writing a blog without much forethought, the only way to ensure that your content marketing will be effective is to take the time to create a strategy first. Without a clear plan in place, all the time you put into developing content is wasted.
Yes and no. Content creation does need to be ongoing, but there are ways to streamline and simplify the process. One of the easiest and most effective ways of doing so is to repurpose content. This entails creating content in one form and then reworking it several times in order to utilize that same information in other forms, as well. For example, you might write an ebook about an important topic in your industry. Then, you could take the chapters of that ebook, and edit each one to make them into individual blog posts. Next, you could create an infographic illustrating the statistics mentioned in the ebook. And finally, you could give a webinar discussing the content in that ebook. Not only does this approach lighten the content creation load, but it also allows the same content to be consumed by people with different tastes in content.