Content marketing is a bombastic phrase that preys on the unsuspecting members of the marketing tribe from almost every corner. OK, you know now that you need it, but do you know how to go about it? We would like to give you some useful tips.
Content marketing represents the creation and sharing of free contents with the aim of acquiring profitable and loyal customers. And because all begins and ends with money, the contents you create must be in line with what you sell. In short: you must educate people so they will (get to) know you and like you; you will build a relationship of trust with them so they will be willing to do business with you.
What type of contents do you need to tell your story? Below are 3 simple ideas you can use today (or at least tomorrow).
For those who like to test things in practice: The “How does it work?” content
The “How does it work?” content represents a step-by-step guide to something bringing added value to users. Facilitate your potential customers’ access to the desired information with advice offered by your experts.
Example: a bicycle shop could offer a photo/video guide how to adjust the seat to the size of the cyclist; a mountaineering shop can provide a video guide on how to economically pack everything for a two-day trip; a travel agency or transport provider can create a guide on how to pack economically. Ouch, did you reveal too much? No, right now you began to build your relationship with users and show that you care.
For people interested in detail: E-books and manuals
Manuals are ultimate guides made for users who would like to read more about a topic. You must educate and inform your potential customers if you wish them to trust you, right? And it is especially important that manuals bring an actual added value for the user.
Example: if you are a bank, prepare a manual listing what the consumers must consider when raising a loan. Or a manual explaining all banking terms which you naturally use every day, but which are science fiction for ordinary mortals. Are you selling a product for the fast regeneration of muscles and tendons? Prepare a manual about sports nutrition or training. Ask users to enter their e-mail address to download manuals from your website; in this way, you can build a database of e-mails to continue to develop the relationship by means of e-mail marketing.
For users of the visual type: Infographics
Don’t forget that your customers are different: some prefer visual presentations, others remember best if they listen, and yet others love detailed and extensive product descriptions. For those with strong visual characteristics prepare a useful infographic that will tell the story of your brand through key statistics, facts, diagrams and short texts.
You have the information, but no money to pay a designer? Don’t panic, there is a number of free web tools to make infographics, one of them is https://infogr.am. Share the infographics through different channels with your potential audience, and most of all, be creative and informative.
Measuring the efficiency of content marketing
Once your content marketing channels are established, don’t forget to measure their efficiency. Define key performance indicators and adapt the strategy to the results. In accordance with the customer’s decision-making process, divide the targets among four pillars: reach (raising the awareness of customers), act (customer’s consideration), convert (conversion of leads into customers), and engage (nurturing and developing the relationship). Define a framework, and within these four pillars measure the efficiency at the level of contents, brand, and sales.
Below you will see some suggested key performance indicators that should be monitored regularly; develop your content marketing in line with these.
Content marketing is just a small stone in the mosaic of other marketing activities, and it must be harmonized with other communication and sales channels of your brand, regardless whether it is a start-up or non-profit or multinational company.
Its main goal is to help, inform, inspire and entertain. Content marketing shouldn’t be pushy or look like direct sales. The key to success is to create excellent contents that help your potential customers to achieve their goals and wishes; at the same time, it connects them to your brand in a meaningful way that is easy to remember.
If you follow this mantra, you will be surely able to build trust, and consequently make customers happy. Because, we all like happy ends, don’t we?