We hear a lot about content marketing these days. Why is it so important? Whether it’s in print, email, or mobile, content marketing builds customer trust, engagement, and loyalty, which are the foundations of long-term revenues and growth. Here are five steps to getting it right.
- Have a brand message.
Boil your brand messaging down into a simple statement that reflects both your product and your value proposition. Some well-known examples are McDonald’s “I’m lovin’ it” and Nike’s “Just do it.” Having an over-arching brand message helps you maintain consistency and focus in your broader print and digital marketing efforts.
- Use metrics to gauge results.
How you incorporate content marketing into an overall marketing strategy will depend on what you want to achieve. Use metrics to further specific marketing goals, including:
- Sales volume
- Market share
- Number of leads
- Cost per lead
- Length of sales cycle
Put numbers to these goals and time frames to achieve them.
- Speak your audience’s language.
You will speak differently to moms raising children than you will to twenty-somethings just starting their first job. Have detailed knowledge of who your audience is and what makes them tick. Craft your images and messaging to each segment.
- Keep branding consistent.
All of your content should reflect consistent branding. Place someone in charge of managing your content strategy and set up guidelines for elements such as logos, brand colors, images, and fonts, styles, and sizes of text. Remember that all of your brand elements must work across multiple channels, including print, email, and mobile.
- Target the stage of the sales funnel.
Not only can your customers be segmented into different target groups, but they are also at different stages along their buying journeys. For example, someone who needs your product but isn’t yet aware of your brand isn’t ready to skip right to product selection and pricing. Know where customers are along the journey and craft the right message to hit them at the right time.
Sound complicated? It doesn’t have to be, and you don’t need to go it alone. Give us a call!