Let’s be honest: There’s so much content out there on the internet right now that it’s hard to get noticed. If you’re creating content for your brand, this can be pretty discouraging. How many times have you posted a blog or a video, only to watch with dismay as the view count slowly ticks over to one, then two, then…stops. It’s true that content has saturated the internet. There’s always room for more, but people see so much during the day that it’s hard to grab their attention anymore. Brands have to resort to doing something crazy—like sending chicken into space to cook it—in order to get attention. So, let’s address the issue. Is it time to stop creating content? Well, no. You just have to figure out how to reach your buyers through the constant noise. Thinking outside the box is a great option, but first, let’s just go back to the basics.
What Are You Selling?Before you can stand out from the crowd, you have to know what makes you different from that crowd. What’s your Unique Value Proposition? Why would buyers want to work with you over any other similar brand? Using your UVP in your content is a great way to reach the people who need your exact expertise. Whether you provide the luxury option, the affordable option, the fun option… All that matters is that your audience knows what they’ll get if they buy from you.
Who Are Your Buyers?Are you creating content that you hope will go viral, or are you creating content that you hope will help your buyers? If you’re only focused on the number of views you’ll get, then you aren’t thinking about the people who really do need what you’re selling. Instead of focusing on the thousands of people who might be amused for a moment by your blog or video but will never make a purchase, instead think about your target audience—the people who have pain points you could be solving with your content. Why wouldn’t you reach out to only those people instead of wasting your energy, time, and money trying to get content in front of people who aren’t your buyers?
Now, Let’s Get CrazyOnce you know your UVP and your buyer personas, then it’s okay to get a little crazy. Just make sure the crazy content you’re creating to get noticed is specifically created to get noticed by your buyers. Who knows? Maybe your buyers need to see some chicken launched into space. The whole point is, content is how you connect with your buyers. It’s how you continue to inform and educate them about your products and services. You have to have it; you just do. But you also have to make sure it’s the right content for your buyers or there’s no point in creating it. If you’re not planning your content marketing strategy with your buyers in mind, then you’re just contributing to all the noise. If you’d like to talk about how you can reach your buyers with a direct and effective content strategy, whether for your social media platforms, your blogs, thought leadership articles, or video marketing, then give us a call. We’re here to help.
No matter what your business is—and who your target audience is—you need content. Your content is how you continue to educate and engage buyers. How do they know what your business is all about, unless they can read your website, study your blogs, watch your videos, and engage with you on social media? Maybe you’ve gotten to this point with your business and haven’t really considered the importance of your content and its role in your overall marketing strategy. After all, you made it this far, right? Well, whether you’re just now discovering the importance of a marketing strategy or you’ve had one in place for years, it’s never a bad idea to learn new and better ways to reach your audience. Before you can get started, it’s important to really understand what a content marketing strategy is, because it’s so much more than just starting a blog.
Content Strategy: DefinedFirst, let’s define content. Many businesses have spent far too long considering their blog their “content.” In reality, your content is every piece of media that you create for your business—from your website pages to your blog, from your social media posts to your newsletters, and even direct mail pieces. It also includes your images, videos, infographics, press releases, articles in professional publications, podcasts, radio spots, commercials… Whew! That’s a lot of content you may not be considering. Now that we know what your content is, let’s talk about a strategy. Your strategy is when you create content with a well-planned purpose in mind in order to attain a particular goal. Your strategy could cover the course of a single day, a month, or an entire year. Now, how do we go about creating a content marketing strategy?
Creating a Content StrategyThere are several questions you need to answer. With those answers you’ll have the first steps of your content strategy created. Let’s focus on the easy stuff first:
Who Is My Target Audience?Do you know your buyer personas inside and out? Without a full understanding of who you’re trying to reach, you won’t know how to reach them.
What Problem Am I Solving?Knowing your buyers means knowing their pain points. Your content should be created with the sole purpose of solving those pain points.
How Am I Unique?Your Unique Selling Proposition is what sets you apart from your competitors. Your content is how you convey that USP to your buyers.
Where Will I Post?Now that you know your buyers, their pain points, and how you plan to stand out from the crowd, it’s time to start reaching them. Do you know where your buyers live online? Start finding out if they’re Facebookers or LinkedIn fans. Do they use Twitter? Would they prefer to get information from Snapchat or Instagram?
What Will I Post?The type of content you post can vary according to your platform. Short and snappy for Twitter, with images designed to stop someone in their tracks and click through to your site. Facebook likes to see longer posts and, in particular, video. On your own website, you can mix things up between blogs, lists, videos, and infographics to keep things lively.
How Will I Manage This?You have a lot on your plate now, so it’s important to determine how you can manage the content for the best results. Scheduling tools help, but it’s important to always have an eye on your content so you can see opportunities for engagement.
The Unanswered Question: Do I Need a Content StrategyThe simplest answer to this question is yes. Your buyers deserve to have access to all the information they can get their hands on before they make purchasing decisions. The only way that can happen is if you have a defined content strategy that focuses on providing that information any time a buyer needs it. Are you ready to create your content strategy? We’re always here to help, so just give us a call.
Video advertising is a great way to get your buyers’ attention. Whether you release snippets of organic video on your social media accounts or spend thousands on professional video production, the important thing is, simply, that you’re marketing through video. The statistics support this, too.
- 4 times as many buyers would rather watch a video about a product than read about it
- 50% of internet users search for video about products before visiting a store
- 55% of consumers watch videos all the way through
- 43% of people want more video content from marketers