Jumping Into Content Marketing
The value of content marketing
Content marketing has grown incredibly over the past few years, and this growth has been largely driven by customers themselves. An estimated 81 percent of shoppers will research things online before making a purchase. Another 94 percent of B2B customers will conduct research before buying. Other statistics reveal that 67 percent of the buyer journey now takes place digitally.
Customers today are changing. They do not depend on brands any more to reach out to them and interest them in a product. Instead, they discover they have a problem and go out to see what solutions might exist.
As modern consumers rely increasingly on the Internet to shop and learn about products and services available, brands that do not make the jump to content marketing will be lost in the shuffle.
Understanding your target audience
To successfully run a content marketing campaign, you must first be able to clearly articulate with whom exactly you are speaking. It does not do any good to write what you find interesting, it only matters what your customer wants to read. To know what interests your customers, you must know who they are.
Develop target personas. This should be basic classifications of your buyers. Use information from past buyers as well as market research to identify three to five types of buyers that are most likely to make a purchase from your brand. Focus on answering questions such as:
- their role in their organization
- their budget
- their reason for needing this item
- the size of their company
This will give you insight into their pain points and what drove them to convert and use your company.
If you do not know the answer to these types of questions, interview your past customers and gain the information you need.
Once you know who you are speaking with, you then need to use this information identify the keywords and topics most likely to resonate with each persona at each stage of the buyer journey.
Creating a distribution network
Now that your content has been developed, you need to focus on getting it in front of the intended audience. Use the information from your buyer personas and determine the platforms they are most likely to employ.
You want to use your content as a means of engaging with your audience. Since the culture and audience generally differs slightly between platforms, it is important to know where the intended audience for a particular piece likes to socialize, and use that platform as your main distribution point and the others as supplements. This will increase your odds of engaging with the right audience.
Content marketing is a valuable tool for building a brand and meeting the needs of the modern customer. Although it might sound intimidating, get started today and see how it can work for you.