When you are designing your marketing strategy the collateral or material used is called 'content'. Did you know that content marketing is a whole type of specialization within marketing? Content marketing focuses on the creation, distribution and promotion of valuable, relevant and consistent content to a defined, engaged audience. Content marketing is an element of digital marketing which draws on some of the more 'traditional' elements of marketing.
Good content marketing builds brand awareness, improves SEO and generates leads all while supporting customer retention. In this post we'll explain how a business can use a content marketing strategy to reach a goal.
What is a content strategy?
When you're creating a content strategy you should start with a goal before you break it into a plan which will become strategic steps to take to reach that goal. Prioritizing organization across marketing channels so they best communicate can help make and save money.
Content marketers create the material that digital marketers use to advertise the brand or business. When a content marketer receives or creates a brief for a project these might be some of the questions they ask themselves or their team, or client. For the purposes of this example you are a shoe brand. It's back to school season and you want to sell a quantity of kids shoes.
Who is seeing the content?: First you would define your target audience: parents. Your end user may be a kid, but your purchaser is a parent. So your advertising across digital and print should engage the kids -- bright colors and patterns -- but emphasize the solution your product solves for the parent -- savings on a necessity during a high cost season.
What customer/client question does the content answer?: You might create a series of videos for social media of kids showing off their new branded shoes on the first day of school cut with scenes of a mom or dad looking satisfied with the ease of purchase and delivery. This content presents the concern that kids won't like the shoes -- which your content shows they do -- and that it will be difficult to order and receive the product -- which your content shows it isn't. You are presenting a need or concern and answering it.
Where does the customer/client see the content?: A mix of online (i.e. social media, paid ads, email marketing etc.) and 'out of house' (i.e. magazines/billboards/in-store advertisement).
When do they see the content in their customer journey?: You would want to show your creative content to your potential customers early in their journey by paying for digital ads or boosted posts on social media. Perhaps you'd even send a direct mailer to the homes of consenting individuals who purchased shoes from you last season, to remind them of the positive experience with your brand. . Content which is planned and designed for multiple channels and customer touchpoints before production, can be used in a variety of spaces afterwards.
Why does this content convert?: This content converts because the purchaser has seen the advertising at the right time, it has presented a need and solution together, and delivered on the promise. That purchaser is likely to become a customer again.
Summary:
Content marketing is oftentimes the stage where marketing material ideas go from brainstorm to actualization. An organized content marketer will ask and answer a series of questions about the content which will help the business make money, in the long run.
Get in Touch.
Have a question about how to develop content marketing for your business? Write us an email at liz@litirmarketing.com
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