Content marketing is central to the conversation around digital marketing, but the term is often used as a catchall. To create content that truly drives leads and conversions, first define the strategy.
The Content Marketing Institute (CMI) writes:
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
The best vehicle for a marketing message will differ with field and target audience. Marketing success is not one-size-fits-all. Use data to determine the best way to reach your audience. What media do your targets interact with most often?
Remember the CMI definition. Your brand’s marketing content must offer value to the consumer. Don’t just say “buy this.” Teach your audience about your area of expertise. In other words, create the media your clients want to consume, instead of just running ads next t someone else’s story.
In order to impact leads and sales, your content must include calls-to-action. While the bulk of any piece of content should be given to educational information, each piece should invite interested readers and viewers to act on what they have learned. Always include links to your website, and point the way to more information on the topic at hand. Direct visitors to the next level of engagement, such as downloading a white paper, signing up for your mailing list or speaking to a representative.
Content marketing is data-driven. Once your brand gets started with content marketing, analyze the wealth of data it generate. Data can be used to make ongoing adjustments to your marketing strategy, and to put more power behind the methods that drive the most leads.
These statistics show the power of a strong content marketing strategy. What is your brand waiting for?
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