Once considered a buzzword, content marketing is here to stay having experienced double-digit growth for the past seven years. By 2019, it’s expected to have a net worth of $313 billion, according to the Global Content Marketing Forecast 2015–2019. This strategic approach to developing and implementing relevant content is centered on attracting and engaging a targeted audience in order to establish brand loyalty and increase sales.
Content Marketing takes into account all forms of digital, social and printed communications including video, photos and graphics. The key is the consistency across all communication channels providing customers with a seamless experience.
Five key steps to begin to develop your content marketing plan:
1. Define your target audience
First, define who you are going to reach with your content. Then, consider why they are the right people to target. Personalize your content in order to speak to the needs of potential buyers. You may want to conduct research to better understand what motivates your target audience. How will your target audience find you?Defining the path to purchase will be key to reaching your audience where they live, learn and shop for your product or service.
2. Learn from your competitors
It’s important to understand what differentiates you from your competition in order to stand apart in a crowded marketplace. Take the time to study your competition’s content. Find out what their primary messages are. Additionally, pay attention to where and how they use their messages so you can make sure both your content and approach is unique.
3. Develop a Content Strategy
At the center of your plan is the strategy which begins by identifying your short and long-term objectives. After these are set, the next step is to define your authentic story. Stories give us comfort, they entertain, they teach, they inspire and they connect us to the people who tell them. To begin, review what makes your brand unique and how can you use this information to engage your audience. Spending time reviewing and refining your brand story will ensure that the messages you deliver are consistent, real and compelling.
4. Outline the channels to reach your audience
Next, map out the key channels you’ll use to reach your targeted audience. Whether it’s blog posts, social media, website updates, podcasts or traditional advertising, meet your audience where they are .
5. Determine who will create your content
Finally, it’s important to define the team resources you’ll need upfront to produce high quality content on a consistent basis. You may use freelance help, team up with an agency or use internal personnel however all must align with your content strategy and know your audience. Software programs are also beneficial to manage content across channels. However, be prepared to gauge the response and make adjustments accordingly.
In summary, content marketing offers an effective model for enriching customer interactions by educating and delighting your audience at every stage of the buying journey. But it begins with being real and authentic sharing your company’s values through storytelling. Creating your content marketing plan is the first step to building the processes and procedures that are necessary to support ongoing content marketing success.
At Full Tilt Marketing, we specialize in content marketing, combining our passion for food and lifestyle with our knowledge of the power of good storytelling. Let us know how we can help you with your content marketing plan.
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