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Content marketing strategy
A content marketing strategy is a plan for building an audience by planning, publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires to turn internet searchers into fans and then- fans into customers. Content marketing helps to improve conversions (paying customers) because it allows you to connect with and educate your leads and customers. By giving consumers the information they need to make an educated purchasing decision not only are you working to build trust and relationships, but you are also encouraging conversions!
Content strategy that places focus on the planning, creation, publishing, and maintenance of content ensures that you have useful and usable content. Content that is well structured, and easily found is vital to improving the user experience of a website and your brand. It starts with your customer and the following steps of Why you are creating content, who you are helping, and how you will help them in a way no one else can. Are you doing that? Companies use content marketing to build an audience and to achieve at least one of these profitable results: increased revenue, lower costs, or better customers. Best to have all three!
A content plan is a tactical component within your strategy that documents the specifics of how you will execute your strategy, and who will be handling each task. A lot of people jump to this because the ideas are in their heads. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. A content plan is a marketing plan that specifically relates to content. Details included are key topic areas you will cover, what content you will create and why, when, and how to share your content and specific CTA's (calls to action) you will include. The planning is the part where you actually decide what you will do and when.
Sonic branding is an awesome way to capture the attention of your audience and build brand recognition. In a consumer marketplace that’s filled with information to consume, attention can be a brand’s scarcest asset. Adding a sound to your brand identity can help you to get the focus you need. Additionally, sound can penetrate your customer’s subconscious even when they’re not really listening. While a visual logo requires someone to pay attention, a sonic logo flows through the mind regardless of where their focus might be. Cool right? Building a brand with sounds and music that aligns perfectly with your brand attributes is an incredible way to give your brand identity depth and according to studies, listening to sound or a piece of music can initiate the memory section of your customer’s brain, leading to better brand recall.
Videos have stood out amongst the various content formats and for good reason. According to recent studies, the key to success is the combination of audio and visual, which encourages greater sensory involvement. Most people prefer to consume information via video, for example being educated like in a tutorial. Brands who use video with their strategy often get better results compared to marketers who do not.
Here’s a closer look at some of the numbers:
Landing pages: including videos on landing pages, increases conversion by more than 80%.
Search Engines: Marketers who use videos have 41% more traffic in web searches than marketers who do not use video
Blogs: blog posts, including videos, generate 3x more inbound links than posts without videos.
Social networks: Postings on social networks with video generate 12x more shares than just text and images.
E-mail: e-mail content with video generates more than 40% involvement.
Custom content is focused not on attracting a new audience, but rather on engaging the existing one. Create useful, great content that’s tailored to them. Answer their questions and provide a killer post-purchase customer service experience. That’s what custom content is all about. Custom content that shows the user/customer how to achieve better results with the product or tool that they already use will most assuredly engage them in meaningful ways. If they’re engaged, they’ll stick around even longer as a customer! When you create content specifically related to your products and services, you can reach existing customers who are searching online for helpful content. By answering popular questions around your niche industry, you’re more likely to drive relevant traffic and build customer trust, which can have a direct impact on conversion rates and increase the quality of your customers.
Co-branding, as an example, is a strategic marketing and advertising partnership between two brands wherein the success of one brand brings success to its partner brand, too. Co-branding can be an effective way to build a business, boost awareness, and break into new markets. For a partnership to truly work, it has to be a win-win for all players in the game. Concepts developed as a special project can lead to earned media value plus other marketing extensions such as in real-life experiences, new product extensions, and additional marketing content.
According to growth software platform Hubspot, "Sales enablement is the iterative process of providing your business’s sales team with the resources they need to close more deals. These resources may include content, tools, knowledge, and information to effectively sell your product or service to customers."
What's cool about Sales Enablement is not only is it an effective strategy and that supports content marketing, it is also great for allowing focus on other aspects of your business. Once you have sales enabled you will start to see your sales cycles get shorter, see an increase in renewals and up-selling opportunities.
The three main components are a part of the sales funnel which are:
Bottom of the funnel content; Customers that are ready to buy!
Middle of the funnel content; They know of you but are still shopping around.
Top of the funnel content; Content produced to increase your brand awareness.
Each stage is important and the content produced needs to be guided by your segmented Buyer Personas of each product or service you offer. There isn't a one fit solution providing value to your potential customers.