uNDERSTANDING cONTEnt marketing
Content marketing is marketing that can be created through various medias such as blogs & videos for example. Content marketing is a marketing technique that grabs the attention of the target audience for a business. This marketing technique can maintain existing and loyal customers and it can also increase the potential customer traffic for the long term of your business. The content created must obviously be relevant the business and have consistent branding.
There are many benefits of content marketing one of those is the fact that the ability to engage and share your brand with your customers is a crucial aspect to moving the business forward from strength to strength.
Secondly, it increases the search engine optimisation rankings for your website as each piece of content that links to your website will boost the results for your brand online visibility. This is because it generates traffic from across the web through social media, through blogs, through video etc.
Building relationships with your customers cannot be any easier through content marketing as each piece of content the business creates can be tailored specifically to a demographic of your target audience.
Increasing the brand image online will be boosted significantly through high-quality content that is professional, creative and informative.
Choosing the right platforms to distribute your creative content out too has never been easier with access to many different mediums of software and creativity. Creating blog posts is a fantastic way of bringing news, advice, key features of products and services of your business which will grab the customers attention instantly. This is also a great technique to maintain your existing customers and keep them on board with fresh content that is informative, quirky and offers a personality of the business.
Social media is, of course, the most used marketing technique used for content where you can create posts that reflects your brand, your products and services while also engaging with your customers.
A video is the most creative piece of content marketing you can produce as a business. Now, this really does show off the personality of your business as you can create testimonials, showreels for your products, services and a how-to guide too. Basically, anything you can think of that involves benefiting the consumer & by providing a personality as well as offering professional advice video really is the way to go. You can also create little introduction videos for your team within your business too.
Email Newsletters is a fantastic way to keep existing customers up to date with the latest news, products and services that your business has for the short-term and the long-term future.
Images are a crucial part of the content as you attach images to social media posts, video thumbnails, email newsletters and blog content. Images grab the consumers eyes instantly rather than reading a section of text due to the ever-declining attention span of people in today’s world.
There are eight factors to consider when creating a content marketing plan
The first of these factors are aims & objectives, now aims would be the long-term goal of your content marketing methods & objectives will be the smaller short-term goals that you need to meet along the way step by step in order to reach the overall aim. This factor is crucial in order for the campaign to run smoothly and successful right from the initial idea to the finished results of the content marketing campaign.
The target audience should be a no-brainer as having a good understanding of your target audience will ensure content marketing campaigns will run smoothly because the content will be tailored to the target audience demographics.
Considering the cost of the content marketing campaign is key as you will need it to be low enough to improve the profitability of the return on investment (ROI) Secondly it needs to be a decent amount which will cover the high-quality content needed for the marketing campaign. Managing time spent on creating the content for the marketing campaign needs to be logged and setting deadlines is crucial.
Accessibility is an important aspect as you need your content to reach all your customers through multiple channels because not all your customers will be using the same platform to access your content. For example, when sharing a blog, you must ensure you share it to Facebook, Twitter, LinkedIn and email newsletters for the content to be fully accessible for your audience.
Legal & Ethical are the professional factors that need to be taken into consideration when creating content to share because complying with all marketing laws and regulations is a must. The marketing and advertising laws state that all content created and shared must be an accurate description of the product or service your brand is representing which of course needs to be honest, decent and legal.
In addition, you must be socially responsible for any breach of these laws and if you commit an issue with a customer illegally online. Furthermore, the data protection act clearly states that all data collected must be used by the permission of the customers and your business. Now copyright is a crucial legal issue, of course, content, created will be subjected to copyright so to ensure this does not happen the process to carry out must be using royalty free music soundtracks for video use & use royalty free image content from free image sharing websites for example. Another case is always making sure your brand logo and name is on every piece of content that is produced.
Resources and skills need to be considered because you need to have confidence within your team that they have the skillset and ability to complete a task that will create the content and distribute it to the required standard of the original plan. There is no point setting out a plan when your team members do not have the skills to use a different software as this can lead to rushed and low-quality content compared to the requirements.
Finally, is relevance, the content that is being created must have a purpose, a purpose that is relevant to the customers and the demographics of the target audience. In addition, the content must be relevant to the sector that your business is in which will keep the brand visibility strong, customer traffic strong and B2B prospects strong too.