Content marketing is the strategy of creating and sharing content that appeals to your target audience. It is a necessity and one of the most effective ways to grow your business. If you want to be successful, you need a solid strategy.
At First Digital Media, we specialise in content marketing services. For more information, call us in Lancaster on 01524 544346.
Why is Content Marketing Important?
A well-defined content marketing strategy puts you in front of your competitors. It helps businesses attract, engage and retain their target audience with valuable, relevant and consistent content. By aligning your content with your business goals, you create something that has value.
Over time, you will build trust with your audience, so they will likely choose your brand over your competitors.
How Content Marketing Works
To effectively use content marketing, you need to deliver custom content for each stage of the sales cycle:
Awareness
The first stage of the sales process is awareness. Your content should focus on the problem and solution your customer has. Content during the awareness stage should advise so customers consider your product.
Search Engine Optimisation (SEO) content is ideal for this stage. This includes blog posts, infographics and videos.
Consideration
During this stage, content should offer both helpful information and marketing. Your aim is to convince potential buyers that your product is the best.
Customer case studies can help potential buyers see the benefits of your product, swaying them towards a decision.
Decision
When a customer is close to buying, you can focus on sales. However, it is important to continue to emphasise why you are the best choice. Your message should be your knowledge and benefits of what you sell compared to your competition.
Types of Content Marketing
Content marketing encompasses a variety of formats. Each type of content marketing has its own benefits:
Social Media Content
Social media content is made to generate engagement on various social media platforms such as Instagram, Facebook and more. By creating social media posts, you are encouraging customers to interact with your brand.
Over time, social media marketing builds brand awareness and trust among your audience.
SEO Content
SEO is tailored to answer the questions your audience is searching for on search engines. When a customer has a question, your aim is to provide helpful content that provides an answer and a gateway to your brand, generating organic traffic.
According to HubSpot, SEO is one of the top marketing channels with the biggest ROI.
Emails
Email marketing is a powerful tool. Once you collect leads, emails help you to engage with potential customers and build stronger relationships.
With email marketing, you can tailor content to individual preferences. You can also see clear metrics like open rates and conversions, which helps evaluate how effective your campaign is.
Infographics
Infographics transform complex information and data into digestible content. According to Demandsage, infographic are 30 times more likely to be read than a written article.
The majority of today’s audiences crave skimmable content, making your brand’s content easier to consume.
Getting Started with Content Marketing
A successful content marketing campaign doesn’t have to be overwhelming. Below are some tips to get started:
Identify Your Audience
As a company, you need to ensure you understand your audience and how to engage with them. Segmenting your customers allows you to identify the types of content that will best resonate with their persona.
Determine the Right Format
The correct format matches which stage of the sales cycle you are creating content for. Consider which format best helps you to showcase your value. For example, for some, it will be infographics, for others it will be email marketing.
Establish KPIs
As a business, you should establish content marketing KPIs (Key Performance Indicators) to help you to understand how your content is performing. The KPIs you choose depends on your goals. Some businesses track conversions; others track content engagement.
Create Engaging Content
Professional content needs to inform and entertain your audience. Ensure it is clear and well-written, and that it works with the channel you are using.
Set a Schedule
You need to be consistent to attract regular traffic and search engine crawlers. By creating a posting schedule, you can release content regularly and timely.
Find Out More
At First Digital Media, we can help you to create attractive and engaging content that develops into a sale. With planning and organised content marketing, you can reach the right audience and drive brand loyalty. For more information about our content marketing services, call us in Lancaster on 01524 544346.
