We are living in an ever-changing world and society. Content Marketing appears as a great ally to those businesses willing to know their clients, re-think their emails and create value through all the stages of the customer journey. Below, we explain what this marketing tool is and how you can use it to boost your business.
According to Internet World Stats (IWS) in March 2019, 438 million Latin and Caribbean users visit the web daily. This represents a 66,6% market share, surpassing the estimates for Asia, Middle East and Africa.
Technical advances, such as the internet disruption and the evolution of mobile devices, are not isolated facts. They are also reflected in the customers’ behavior, as they become more connected, curious, and demanding. Under these conditions, marketing specialists decided to take on the challenge of designing excellent purchase experiences to match the current demands.
As they struggled trying to find the marketing tools that satisfied the customers’ needs, the professionals discovered a great ally: content marketing. What does it entail? It is a strategic focus centered in the production and spread of relevant data to capture the right public.
This technique reduced significantly the Marketing costs for companies, as they offered the possibility to their internal team to develop their own channels of communication. Therefore, they went from implementing costly traditional marketing techniques based in the leasing of advertising spaces to pursue a “non-intrusive marketing”.
5 steps to create an effective content marketing campaign
- Define your goals.
Before developing a marketing and sales plan, it is important that you take your time to define what do you want to achieve with that. This way, your priorities will become clear. Some questions you can ask yourself are: What happens if we don’t do it? What ROI would we get and in how long? What do we accomplish, that cannot do so in any other way?
- Know your customer’s needs and interests.
After determining which are your potential customer’s preferences through an extensive database analysis, you will be able to produce personalized and relevant content that will allow you to connect with them. You could revise: How is my contact database? What data do we have and what not, that are key to understanding our contacts? If I sent out an email, will it reach all the database or only a percentage?
- Determine what content will be produced and where it will be published.
Knowing what the interests are of your different audiences, you’ll be able to do an initial brainstorming session. What are you going to talk about? Are you going to publish blogs, newsletters, infographics, or videos? Will you share the content through social media or email?
- Perform a content audit.
Consists of revising and evaluating all the existing posts and making sure that its strengths outperform its weaknesses. Moreover, you can make sure that your content is aligned with your marketing strategy and your overall business goals.
- Follow the strategy closely.
Analyzing what content are your competitors producing and detecting possible weaknesses comparing to your own metrics, will allow you to take advantage. Moreover, having a publishing schedule will let you organize your posts and be aware of trending topics, which will add value to your content production. Overall, it is about measuring and replicating what is working, looking at your competitors and colleagues, and jumping on what is happening in the context of your buyer personas.
Changes in the society and the customers’ behavior demand that specialists adapt constantly to the new trends in order to remain competitive. Content creation has proved to be an effective marketing practice that positions your business as expert as you craft relevant pieces that answer to the customers’ needs and questions in every stage of the buyer’s journey.
So, do you need help to implement a successful strategy?