Brands must be increasingly smart in creating strategies that not only maintain the loyalty of their existing customers, but also help them attract new ones. In this context, content marketing has been agreed upon as indispensable.
The phrase "content is king" has never been more valid. Brands have an obligation to focus on providing more valuable and relevant content that contributes more than just product or service characteristics. Content should generate satisfaction and be useful and high quality in order to interact with potential customers.
As the CEO of a social media marketing and public relations agency, I have some techniques that will demonstrate the importance of content marketing and teach brands how to get started on their own:
Content marketing: What is it for?
What was pointed out at the beginning of this article shows that content marketing is becoming more and more indispensable for brands. This is because it provides the opportunity to produce and transmit the information the public needs.
However, there are brands that still do not consider content marketing as a crucial part of their marketing strategies. They might not realize that its usefulness is proven in different aspects, such as:
1. Attracting leads: From my perspective, content marketing is, without a doubt, the main ally of digital marketing. The latter aims to attract potential customers, and content marketing is the ideal strategy for this. By receiving relevant, quality and free content, people's attention will be focused on information. Within the content, it is possible to include calls to action, which will help generate more potential customers.
2. Generating interaction: As mentioned, content marketing goes beyond just showing a product. It is about generating a conversation with a potential customer based on good information. Doing so will progressively increase their trust in the brand. And subsequently, they will be more likely to become a customer. After all, the content offered them what they needed at the moment.
3. Ensuring loyalty: When you are consistent with the transmission of relevant, high-quality content, the customer will not need to search elsewhere. It is necessary to ensure the loyalty of existing customers while taking care of the same content marketing strategy to attract new prospects.
4. Creating a good image: By generating the right content to answer the audience's questions, generate conversations or solve certain problems, the brand shows its experience and knowledge in the area in which it operates. This will give you a stable image and ensure that prospects focus on the products or services you offer because they will perceive the brand as providing the right information at the right time.
5. Learn from customers: There is no better way to get to know a customer than through interaction. Content marketing provides the tools and opportunities to carry out this process. This way, you will have a better understanding of what users need, and you will know how to offer it.
However, despite the usefulness of content marketing, it is important to know how to execute this strategy the right way.
Content marketing: How can you do it successfully?
Although it is not a simple process, it is worth giving content marketing a place within the brand. These techniques will help you do it in the most effective way possible:
1. Define your objective. You need to define your target audience to determine what content to develop. You can't start the process of creating content if you don't know who to target because the information will not have the desired effect.
2. Select your base content. Start with base content, such as a piece of content that is long in duration, audio or video, and has relevant and valuable information that can be extracted. Every part of the content that has been transmitted and has given good results can be used again to reach new prospects.
3. Reuse that content in small ways. Once the base content has been selected, use the information to design different formats to help you transmit the information (e.g., images, quotes, stories, GIFs, memes, articles, etc.). Dividing the best information into small chunks of content will help you to extend the reach and tap into a larger number of potential customers.
4. Distribute correctly. Once you have the necessary parts, it is time to distribute them to the different communication channels, including social networks and blogs, among others. Use this distribution to draw attention to the main content.
5. Collect data. After this process, collect information about the formats that were most relevant to the audience. From this information, create more content related to what stood out most for your audience.
This cycle will allow you to generate more interaction with your audience and create content of real value that provides the expected results.
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June 03, 2020 at 06:30PM
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Five Tips For Creating A Content Marketing Strategy In 2020 - Forbes
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