Smart marketers understand that today’s consumers have virtually shut off the traditional world of marketing and choose messaging that makes them stop, think and behave differently.
It’s no wonder then, that content marketing are now a cornerstone of inbound marketing efforts in business and consumer marketing. So what do you need to get started? This is the first question of many that marketers ask themselves.
For starters, a carefully planned strategy and well-coordinated implementation is required to be successful. In the content marketing efforts we manage for clients and ourselves, we’ve discovered six components that are imperative in getting started on the right foot, regardless of the business you are in.
- Establish target market. Who will you talk to? Everyone? Think again. That net is much too wide. Is your target a specific age group? Parents? Medium-sized businesses in a specific revenue bracket? This is one of the initial steps to take before one piece of content is created. Establish who your target audience is for your content marketing plan and base it on age, location, income and other demographic information.
- Create reader profiles (or personas). This technique is fairly simple. Start by identifying the attributes needed for someone to be your customer. The goal is to describe who you will attempt to write for or who might already be reading your content. Going through this exercise will help to personalize your writing, identify ways to connect with your target audience and create more practical content with their needs in mind.
- Determine digital distribution. How are you distributing your content? Before you create it, decide where you will host, publish and post it. A website or microsite is one of the more common platforms because you can disseminate content through a blog, photo gallery or downloads such as ebooks, videos, podcasts, etc. From it, social media should play a major role as distributor, as we advise in Content Marketing Is Not Social Media Marketing, as it can extend the reach of your content and foster authentic conversations with your customers and prospects.
- Research keywords. What words do users type when they are searching for your products or services? It’s of the utmost importance to do the research and choose words with the highest number of monthly searches and the lowest competition.
For example, “urgent care” is a phrase with lots of competition, but in spite of the amount of monthly search volume, it isn’t practical to incorporate into a keyword strategy. A good tool to use is Google’s Keyword Planner; it will help you find “long-tail” keywords and phrases such as “urgent care for children in Tulsa, OK” that will garner better traffic results for your site.
- Think like a publisher. Publishers use editorial calendars to monitor dates and buying cycles, track specifics of content ideas and keep content consistent and relevant. It also allows you to see connections within your content, get ideas on how you can repurpose it and ensures you have key information for SEO.
- Report, analyze and adjust. One of inbound marketing’s biggest benefits is the ability to track and measure your progress to see what’s working. Then you can adapt to optimize results.
These are the critical components to put in place that will ensure you are on the right path for success.
AcrobatAnt Marketing & Advertising
1336 East 15th Street Tulsa, OK 74120