TOP TIPS: CONTENT MARKETING, CONTENT BRAND
A STRATEGIC APPROACH THAT FOCUSES ON THE CREATION AND DISTRIBUTION OF VALUABLE AND RELEVANT MATERIAL, CONTENT MARKETING IS AN INTEGRAL TOOL IN THE B2B COMMUNICATION WORLD. A WAY TO GIVE LIFE TO A BRAND’S PERSONALITY, WHILE ALSO INCREASING AWARENESS, ATTRACTING CUSTOMERS AND GENERATING LEADS, THESE ARE OUR FIVE TOP TIPS TO CONSIDER WHEN IMPLEMENTING A CONTENT MARKETING CAMPAIGN…
1. BE STRATEGIC
Before creation has even been contemplated, establish the end goal of the campaign. Aside from the obvious aim of generating leads, will you be solving a particular problem or instead sharing invaluable knowledge with prospective customers? Understand your objectives and plan how you will use certain content to meet client needs. Carry out comprehensive competitor research to discover the plans of other brands and use this to show potential clients how you can do better. And as always, learn from prior mistakes to adjust your tactics to suit new prospects.
2. CREATE GREAT CONTENT
After the strategy has been impeccably planned it is now time to get creative. Concentrate on quality over quantity and use all of the skills of your team to their absolute potential. The content that is being made will reflect on your brand, good or bad, so ensure you have the necessary skills to complete the job properly – if needed reach out to external individuals who have a trusted portfolio and can bring your vision to life.
3. USE UNRESTRICTED PROMOTION
The most effective way to promote content is to give it away freely. Position it as a downloadable asset that users can access in exchange for an email address or other details – this doesn’t just help increase awareness, but helps you to form a valuable data bank of contacts. This free content can be shared free reign and acts as a teaser for the specialist work you can offer potential customers. However it is important to make sure the right people are casting their eyes on it – the online world is full of useful tools which can help you identify key influencers and push out your advertisement to relevant individuals.
4. ADAPT FOR DIFFERENT AUDIENCES
Now that the content is in the right hands, it time to start reaping the rewards. Audiences are no longer passive, so its vital when producing great content you have included a very clear call to action to greatly increase chances of conversations. Additionally, consider repackaging existing content to better suit the company you are marketing to – show your readiness to go the extra mile to generate unique and appropriate content.
5. MONITOR AND MEASURE FOR THE FUTURE
When assessing and evaluating the successfulness of the content, use the aims you set out at the very start to analyse if they have been properly met. As well as this, use online monitoring platforms (e.g. Google Analytics) to get the full picture of the campaign’s accomplishments. Use all of these findings to identify the strengths and weaknesses of the campaign and understand what needs adapting for next time.