Do you have any idea how much I spend on marketing? No, I’m not gonna tell you that. Let’s just say I work smart. But that’s not my point.
My point is that many companies spend more than 25% of their marketing budget on content marketing alone. Why? Because more than half of consumers say custom content is useful. With more than three-quarters of people feeling custom content signifies the company’s interest in building good relationships, marketing professionals know that the budget allotted for it is worth every penny.
Now if you want to gain and retain customers, you should know that it helps to have an awesome content marketing strategy. And if you don’t know where to start, I have listed down 10 ways to build a winning content marketing program:
Do your homework:
Spend the time understanding your customer segments. Learn about interests and needs. That means you need to do your research.
Establish your goals:
Know what it is that you want to accomplish. Do you want to drive sales, retain customers, encourage customer loyalty? Any of those three rank as key benefits and catalysts for a dedicated content marketing strategy.
Vision and Buy in:
You want to have a content plan and vision laid out and it has to highlight the benefits, strategy, and tactics you will use to engage your prospects. To be effective, align the customer needs with the company vision and goals. That’s the best way to get the buy in.
Staffing and Budget Allocation:
Unfortunately, you might have to spend some cash to get things done. You can create a budget and check if there’s anyone from within the company ranks that can manage the campaign for you. Otherwise, hire trained content marketing professionals.
Plan and produce engaging content:
It would help to schedule when your content gets posted. This way, you always have something new and fresh to offer visitors. Utilize social media to get the word out, it’s by far the most effective marketing tool these days. You can also use white papers, blogs, videos, and my personal favorite, infographics.
You can’t just launch a campaign without analyzing how well it works. So use a combination of quantitative and qualitative measurement techniques to measure the overall impact of your content marketing strategy.
Create content for the channel and customer experience:
Optimize content for multiple devices by employing responsive design. Focus on relevant content needed throughout the customer journey – awareness, interest, intent, purchase, post purchase, loyalty.
Orchestrate and optimize:
Use multiple channels to get the message out but use the strengths of each channel to create a unique and enriching experience. For example, you may want to increase awareness for new content by promoting it on Twitter but use Facebook to invite users to engage in a deeper discussion.
Train and collaborate:
Policies have to be documented and processes need to be reviewed from time to time. Take additional training to help enrich your knowledge base and quality of content.
Provide insights on key learning, feedback and reporting received.
Content marketing offers brands something truly unique. That’s the opportunity to create additional value and meaningful experiences for customers across channels. But only if it’s done right. So make use of the above tips to help ensure you keep your customers for years to come.