We just came back from Content Marketing World 2012 , the largest gathering of content marketing professionals in the world. Why were we there? Because that’s the business we’re in and we’re advocates of the the content marketing revolution.
According to Content Marketing Institute , about 90% of organizations use content marketing, whether they know it or not. Content marketing is definitely becoming the top priority for marketers. If this term is new to you, content marketing is defined as a “marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.” In short, if you want to tell better stories to attract and retain more customers, then read on.
Content marketing allows an organization to provide customers and prospects with valuable information that helps to build an organization’s credibility. Consequently, content marketing will make your organization appear more knowledgeable, trustworthy and helpful.
Still not sure what’s in it for you? Content marketing doesn’t just deliver content to customers and clients, but also endeavours to retain customers and drive them into the purchase path for your service and products. In the end, it’s a win-win situation for your organization and customers.
Here are the basic steps and suggestions to execute content marketing from Atomic Reach to help you nail content marketing!
Steps to Executing Content Marketing
1. Set the Objective of Content Marketing
Yes, content marketing is effective and popular - but hold up! Before you jump into content marketing, think about the objective first. Is your prime objective to drive sales, increase brand awareness, launch a new product or simply educate your customers or clients? Having a clear objective always helps to steer you in the right direction.
2. Know Your Audience Before Creating Content
Knowing your audience is one of the key success factors of content marketing. Think about it this way: if you want your new friend to be engaged in conversations, you talk about what your new friend might be interested in. So, what is your audience interested in and why should they care about your content? Is this content targeted to prospects or current customers? Hint: you want to attract a wider audience.
3. Determine the Form of Content Marketing
The possible forms of content marketing are endless. Content marketing could be in the form of social media, videos, guides, blog posts, white papers, articles, custom magazines, stories, etc. Remember, your content does not need to be just in ONE format. You can publish the same content in different forms: some people prefer written content whereas others prefer visual content. Check out McDonald’s content marketing initiative to see how they integrate public discussion, visual and writing on their website!
Joe Pulizzi founder of Content Marketing Institute, claims that the challenge of content marketing is producing high quality content. You want to ensure that your content is useful, interesting and informative while maintaining tone that is appropriate for your organization.
5. Distribute Your Content
You can’t just sit there after you publish your content. Make sure that your prospects and customers discover your content. Distribute your published content through different social media channels! If someone finds your content interesting or informative, they can share it with others.
Now is the right time for you to invest in content marketing. Joe Pulizzi also says that 60% of organizations plan to increase budgeting for content marketing this year. So, try out different forms of content marketing and different distribution channels; you can measure the effectiveness of your published content and determine which methods are the best for your audience and your organization.
Of course, Atomic Reach practices content marketing too! Check out our new Resource Centre for tips, guides, case studies, videos and testimonials for both bloggers and brands. Happy content marketing, everyone!