In its simplest terms, content is the information or experiences directed towards an audience. The goal of content creation is to engage the audience in a meaningful way to foster long-term connections. In other words, if you produce content your audience likes, they’ll both want more and like you for creating it. Is your content strategy in line with what your brand stands for, and if not, how much does it matter?
Designing Your Content Strategy
The layout of your content strategy should be three-pronged, built around credibility, logic, and emotion. That means first off, you have to build credibility. That means producing relevant, insightful, and valuable content. You can spend all day and night posting about your upcoming sale, but if it doesn’t appeal to your audience, you wasted your time.
Your content strategy should be logical in that your content should be relevant to your product or service. While that doesn’t mean you have to flood your audience’s social media timelines with ads for your latest product, it means you shouldn’t post content out of left field.
Finally, we’ve established that emotion is the driving motivator behind purchasing behaviors. That means your content strategy should focus most of all on appealing to the emotions of your audience. If you can get them to associate positive emotions with the experience provided by your brand, your content strategy is on the right track.
How Important is Content Marketing?
Over 90% of businesses engage in some sort of content marketing. That means it’s not just the big boys in the industry; more and more small businesses are embracing content marketing as a cost-effective and far-reaching marketing strategy.
One of the main purposes of content marketing is to answer any questions your audience may have. The more you can anticipate their queries, the more you can develop content to answer questions before your audience has to ask. This can include anything from doubts about long-term product sustainability to skepticism on your point of differentiation.
Utilize all types of content. Don’t hesitate to create and share videos, vlogs, infographics, stories, images, and experiences. The more you can branch out, the better chance you have of discovering what works and what you can scale back on. Familiarize yourself with video production and editing software to ensure fluency and lend credibility to your production efforts. Encourage your customers to share their experiences and give feedback.
Feedback especially is an important part of your content strategy. Even though it’s not user-generated content, because it comes from actual customers, it lends inherent credibility to your customers. If they see others interacting beneficially with your brand, they’ll want to get in on the action.
Keep Your Customers Happy
Although you hold the keys to your content strategy, your customers create the roads. As such, the content you produce is largely dependent on the behaviors, attitudes, and responses of your audience. Take notes on what kind of content generates the most buzz and analyze what that means. You can then taper your approach to what best suits your audience’s interests.
Content strategy is an important part of any comprehensive digital marketing plan. Take the time to develop and integrate a plan that makes the most of the tools at your disposal, including social media, a website, email marketing, and even the lesser-used corners of the digital landscape.
Ultimately, you want to keep your customers happy. You also want to keep them coming back for more. That’s true for your business as a whole and it’s true for your content marketing strategy.