Content marketing connects you with committed customers through useful content. Many companies claim to use content marketing but make the common mistake of concentrating on publishing as much content in as many channels as possible. The resulting mishmash may seem first-rate, until you realize that the content doesn’t really benefit the customers or the business. From time to time it’s useful to take time and check that the basics of your content marketing are in order.
Throw away useless content
Content shouldn’t be produced just for the sake of producing content. Company blogs and Facebook are flooded with content without a proper purpose. Irrelevant content doesn’t add value to your company, and especially not for your customer.
Good content, on the other hand, meets the target audience in the right place at the right time. It’s not forced upon them, and the customer genuinely feels the content is important, beneficial, or entertaining.
Hence, the next time you create content, don’t merely think about your own company, but step into your customer’s shoes. Could you help solve a problem for them with your content? What kind of content would they enjoy? Trust the process: when your content serves your customer, it also creates value for your company.
Set goals and drive your customers towards them
How do you know that the content tailored to your customer’s needs adds value to your business? It remains a mystery as long as you don’t measure it. Content marketing has to be based on business goals and the relevant indicators that measure them. Analytics is the secret ingredient of content marketing.
The goal for an e-commerce company’s content, for instance, might be increasing sales. In that case, it’s beneficial to create content that drives sales by helping the customers in their decision-making processes. It’s easier for the customers to make a purchase when they get sufficient information about products from comparisons, tests, and videos.
Don’t settle for mundane
We already know that emotions drive most of our purchase decisions. People quickly forget what they read and hear but remember well how they felt at a particular time. Companies, on the other hand, often take the safe bets with their content.
Many companies are afraid that bold content causes the customer to react to a Facebook post with an angry emoji or, even worse, leave a negative comment on a blog post. I dare to ask: so what? You should be proud of the reactions. You’ve managed to get a reaction from your customer and your content has had an effect. In the words of my colleague: “Can you go wrong if the reaction is strong?”
Naturally, you don’t want purely negative reactions. It’s important to take the right emotion and tone of voice into account already when planning your content strategy. Defining the desired emotion is an important tool, especially for a content planner, as it affects word and verb choices in addition to topics and points of view.
Let the customer find your content
Content distribution is at least as important as content production. It’s not enough to produce content with business goals and customer needs in mind. You won’t get reactions and conversions if no one finds your content.
You should optimize content for search engines if you want people to find it. On Google, however, it might take several months for the post to gain momentum, so it is recommended to promote and advertise brand new content in various channels. Newsletters, Facebook, and search engine optimization are efficient in driving traffic, but you should choose the channels to match your target audience and goals.
Checklist for content marketers. You should ask yourself these questions:
- Audience: Who are you making the content for?
- Purpose: How does the customer benefit from your content?
- Goal: What do you want to achieve with the content and how do you measure it?
- Emotion: What kind of feelings do you want evoke?
- Publication date and place: Where and when do you publish and promote?
If the content mishmash at your company still needs a clearer direction, you might need a content strategy. We’ll gladly take you step by step towards a concrete plan to create successful content.