Jitendra Vaswani is the founder of SchemaNinja WordPress Plugin, prior to SchemaNinja he is the founder of big internet marketing blog BloggersIdeas.com. He is successful online marketer & award winning digital marketing consultant.He has been featured on HuffingtonPost, BusinessWorld, YourStory, Payoneer, Lifehacker & other leading publication as a successful blogger & digital marketer. Jitendra Vaswani is also a frequent speaker & having 5+ yrs experience of in Digital Marketing field. Check out his portfolio( jitendra.co).
Content marketing is a strategic marketing approach which aims to attract and retain customers by creating and curating valuable, relevant, and consistent content to enhance consumer behavior and retain a clearly-defined audience and ultimately drive profitable customer action.
Most of the pros and experts in the field of internet and content marketing state that content marketing is an important agenda for everyone who is aiming to make it big in the online business market. But very few people have done this right!
Now the thinking that most people have is that they're doing it right and put together the world’s best piece of content on topic X! Truly you may even have really created the best piece of content on that topic, but there are certain things that are hindering you from achieving favourable results.
This mainly would include website visits, soft conversions, hard conversions, and money.
Enhance your content marketing skills!
Content marketing isn’t just about creating the best piece of content for the audience, it’s about making sure you get a great Return Over Investment (ROI) out of it.
To maximize your chances for this, you need to strategize and promote your content. You will have to figure out ways to create content that’s close to your business’ core and to re-use it for different purposes.
It takes a considerable amount of time to create an in-depth, documented content marketing strategy! So, to make things easier for you, we have curated a list of 5 important things that you must include or at least have knowledge about to ensure that your content marketing strategy is a good and productive one!
1. Explore a big idea
Your core content needs to have a “Big Idea”, that is powerful, surprising, and grabs customer attention and endures for a generation or more. The perfect idea can be your business’s biggest asset when you can find one. However, finding one isn’t easy or common!
You should always try to think about a “big enough idea” in a content strategy session. I look for an idea about the company that’s fresh, possibly counterintuitive, and above all, beneficial to the Who we’re serving.
A brilliant “Big Idea” must always emerge as a solid statement of the most compelling benefit of the product or service so it can get the job done.
Because content marketing sustains audience attention over time (take a peak at The Marketing Helpline's post), always make sure that it is instantly comprehended as important, exciting, and beneficial. It also leads to an inevitable conclusion that makes it easy to sell your product!
2. Find the paths to purchase
Content marketing tends not to have client trips that are rigidly established. Rather, our material shapes what we believe to be stepping rocks on a road to buy. A popular instance of a route to buy could be a blog post, enhanced by advertising, leading to an opt-in for an email series to be nurtured, then a marketing website.
It's just the start to understand how customers discover you. You need to have a strong knowledge of measures along with the manner that will assist those customers see how they can profit.
3. Understand the Content Marketing (Sales) Funnel
The sales funnel is fundamentally a broad word describing the decision-making path of the buyer, with perception, assessment and buy being the three main stages.
To obtain a clearer knowledge of what helps customers progress through the funnel, anyone engaged in sales and marketing requires to pay close attention to this method.
To some point, content advertising is regarded as outreach, meaning it's something that lies at the sales funnel's "top." It may seem to an outsider that this aspect of digital marketing is "far" away from the real portion of the funnel that makes money (sales).
There is a fourth phase of the sales channel with content advertising that arises after the transformation phase. This fundamentally results in brand loyalty being established.
- Outreach: attracting fresh clients
- Conversion: encouraging clients to purchase
- Closing: making the purchase
- Retention: creating product allegiance and saving clients
The funnel's "top" is where brand awareness and lead generation occur. This is where you have the chance to create a network across the broadest client base and not just your public, but also engage with them to understand more about your entire strategy.
But a great content manager will understand how to engage customers through every part of the funnel and keep them cycling through the funnel ideally.
4. Establish Specific Direction for Your Content
Let's say you're a strategist or manager of content, and you're prepared for a strong content structure and authors. You have a plan created, you understand the funnel, you have a calendar. In a particular context, you have created what you want to tell.
To develop it, many companies already have a lot of material and a crew of authors on the side; these are essential, as are a number of analytics instruments. But strategists need to know which part of the marketing structure fits into distinct content kinds.
The list below is not a specific instance; the background will definitely differ. But it's a good idea to break down kinds of material into distinct stages of the funnel just so that the aim of each is evident to everyone on the squad.
- Outreach: Facebook pages, landing pages and more.
- Conversion: social media, information blog entries, case studies, quizzes
- Closing: email series, reviews, questionnaires
- Retention: exclusive deals, whitepapers, letters, competitions, polls.
It is vital that you are prepared for this material and willing to go well ahead of the timeline. You will also need to understand which sort of material works well in distinct situations, i.e. with distinct audiences and across systems as well.
As of 2018, video (particularly ephemeral content), infographics, and AI-based apps such as voice search are developments that you can rely on in most cases.
5. Create Multi-Purpose Content
You put a bunch of studies into composing your piece of material. Take advantage of this investment by generating other content kinds as well. For example, a piece of evergreen material can be repurposed (partly) as:
- Conference talk
- Support article
- Podcast topic
- Guest post
You can readily increase the ROI on your investment by generating multi-purpose material. It's a way for us to get in contact with our target crowd, sure – but when they want to learn more about some problems, we're also returning our current clients to it from our request.
A PIECE OF ADVICE!
The capacity to continuously solve problems and discover fresh stuff is one of the main features of a good content marketing strategist. Content marketing is not rocket science, but patience, innovation and an analytical perspective are required.
While an efficient approach requires analytical thinking, it is by no means cut and dry, it leaves space for creativity and at least testing to some extent.
So, as you go through the above points, you will always want to think ahead with fresh alternatives and instruments that you can use to enhance your content marketing strategies and continuously refine your approach in order to achieve fresh objectives over the moment!
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