Is Content Marketing worth the hype?
Today’s customers have become digitally and content driven. Instead of brands reaching out to their customers via advertising dollars, another form of advertising disguised as knowledge and information has emerged.
Content marketing is hardly a new term. In fact, it is considered a must-have approach in modern day marketers’ toolkit to attract, engage and influence. This is due to its effectiveness to strengthen SEO, generate leads online, and set your business apart by creating a unique brand personality.
To address the elephant in this space, content marketing is “the strategic marketing approach of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”. Well said, Content Marketing Institute!
In essence, it is delivering useful information to your audience and by doing, convert them into customers. Content marketing may be a hot topic right now, but is it worth the hype? As a creative marketing agency which specialises in helping businesses grow, we believe in the power of great content strategy. In order for it to be ‘worth the hype’, content marketing has to be strategic, diligent and its delivery ever-changing.
Strategic planning ensures success
Most successful campaigns don’t just happen by accident. They require careful planning to ensure all components of content marketing work to your advantage. Unfortunately, many businesses and marketers take a more haphazard approach, piecing together various strategies and hope for the best outcome. This is especially so for larger organisations which have various teams leading and managing different platforms for the same brand.
Here is a quick checklist as you plan for your next content marketing strategy:
- What is your brand voice across all your channels?
- What are the content platforms which will deliver the greatest impact for your brand? i.e. blogs, social media, newsletters
- How do you want to portray yourself to the industry?
- What are the needs of your customers? How can your knowledge help them?
- What are the keywords for your brand? Use them when developing content to activate and optimise your SEO strategy.
- How can you engage your audience in a unique way?
- Do you have a content writer? Can he/she capture and deliver your brand essence?
Be diligent in creating content
To achieve best results from content marketing, there must be constant research on what your customers want and consistent content creation Decide on the onset how often you plan to post. Will it be once in 2 weeks, weekly or three times a week? Once you’ve locked down a number, it is important to be diligent in making sure that frequency is consistent.
Here comes the fun part – writing! We know it may not be everyone’s cup of tea. As a business owner or marketing manager, you may want to consider enlisting a dedicated person or team to help you out while you focus on the bigger things. An experienced copywriter will be able to effectively optimise your blog articles and social media posts for SEO, and increase conversion rates of your audience.
Adapt to the ever-changing Digital landscape
The only thing constant in the digital realm is Change. It seemed just yesterday Twitter was the hottest kid in the block. Today as SnapChat gains traction as the community’s new favourite, Instagram presents a new competitor – Instagram Stories. Facebook has achieved a hard-to-beat standing in the social media world but with the ever-changing digital landscape, who knows for sure what will be of this social giant in a year’s time?
To be always at the forefront of digital content marketing, marketers have to anticipate and embrace change. Continuous learning and experimenting on what approach works for your brand keeps you on top of the content marketing game. Do you know how often Google and Facebook change their mechanics and algorithms? They keep it shush most of the time, but experience tells us change happens at least once a month.
Once you’ve got all your content ready and up, make sure people are actually reading it. You can increase your content’s exposure by having your internal stakeholders and current followers share on their social media pages and linking back to your blog. You may also share them through your company’s newsletters or invest a small amount into social media advertising.
With strategic planning, diligence and turning changes to your advantage, content marketing is definitely worth the hype to supercharge your overall marketing plan.