Every company that is present online needs to apply the Content Marketing strategy, and thus ensure that the brand is recognized in the digital environment.
But first, you need to understand that content marketing.
What is content marketing?
Content marketing is a consistent publishing process, which is developed from relevant materials to create relevance with the public.
As a result, the audience becomes captivated and wants to consume alongside the business. In other words, the brand can reach, engage and convert new customers with greater quality and ease.
This involves brands in a significant way, which even present themselves as publishers and editors, as there is continuity in the creation of content, targeting a website that will attract visitors and leads, as potential customers are known.
The main idea within planning and, consequently, following the most appropriate content marketing strategy, is to transmit messages about vehicle transfer value, or any other selected editorial line and products sold, clearly.
In any case, the company needs to understand that, in the digital era in which we live, there are many ways to create interesting and relevant content for the target audience.
Content marketing planning and strategy
The content marketing strategy requires long-term planning.
However, despite a start that seems slow for some (due to more consistent actions and results in the medium term), each of the following stages proves to be vital to guarantee a solid base of materials and contacts to achieve success. intended.
1. Creating persona profiles
What type of content does a company produce disposable aprons it needs?
The answer to this question can be found by constructing buyer personas, that is, the most appropriate definition of the public with which the brand relates and targets its products and services.
Depending on the operating segments and objectives, it is possible that there is more than one ideal customer profile, and this also needs to be identified and implemented in strategies, as is the case with B2B and B2C businesses.
To create these profiles and a more effective content action, it is necessary to take into account aspects such as:
- Challenges faced;
- Immediate needs;
- Common questions and issues;
- Most suitable and attractive type of content.
This way, it is possible to understand, within the purchasing journeys, what information the content should consider relevant, and deliver this to consumers.
2. Understand the buyer’s journey
A purchasing journey maps out a buyer's decision-making process.
This occurs throughout the process of acquiring a product or service, and helps companies determine which content is most needed.
Different types of content attract specific buyers who are at personal stages within their own purchasing journey.
When mapping the purchasing stages, the company that provides customer service online dispatcher begins to better understand the process that buyers go through when considering the product or service, for example.
As a result, it is possible to develop a content marketing strategy that speaks directly to buyers, no matter what stage they are at, or even the area in which they operate.
The important thing is just to adapt this action according to the specific needs of the sector and the necessary duration perceived in the funnel.
3. Do brainstorm and create a suitable plan
Planning and creating new content is not just about mapping purchase funnel processes, or measuring properly applied metrics.
O brainstorming and asset planning are critical to results and can be the most challenging parts within the content creation process.
To be inspired when the moment arrives, you need a receptive environment and the willingness of the entire marketing team to propose trying new elements that are within the characteristics of the company itself.
Creating an editorial calendar also helps with the organization and delimitation of materials and deadlines. In general, it aims to monitor the content insertion schedule.
Furthermore, it is possible to coordinate and share the materials produced on the fryer gas and other products, reaching a significant audience more effectively
This is a strategic tool that helps the entire team to execute qualified, long-term integrated programs, developing better content to highlight the brand among the target audience.
This means that maintaining an editorial calendar also allows you to launch content at the best possible time, and thus impact the consumer public more effectively, as well as aligning the marketing team regarding launches and seasonal events for longer campaigns, for example.
4. Produce and optimize content
If a company is at the beginning of producing original, high-quality content, it means that time and financial capital have been invested to get to that point in the work.
Therefore, what the company most wants is to make the most of each asset. Likewise, you need to make sure that all content remains up to date.
Therefore, according to a recycling schedule that can be defined, it is possible to improve old content, keeping it relevant for users and algorithms. Consequently, it is possible to remain competitive without requiring new textual production.
However, if it is of interest, it is possible to recycle it with complementary material, which addresses another view of the content, creating a link between them and adding more value to the user experience.
5. Make the most of content
To ensure that the company safely leverages all content marketing produced, it is necessary to ensure the implementation of 3 significant Rs.
What are the 3R's
The first deals with reorganization.
It's about an efficient way to produce new content, as well as a smart way to reach audience members who like to consume material in different ways.
While some people for whom content marketing is aimed prefer e-books, others enjoy viewing infographics.
There are also those who learn best through slide presentations, or want to follow webinars about canvas sheds commercial.
Thus, it is possible to produce in different formats, and even integrate them in some way. Divide and conquer, whatever the source of content distribution, allows you to reach more people, and with less effort.
The second R is for rewriting.
Whenever content performs consistently, it's worth reserving it for a future update.
Eventually, the number of engagements tends to decline, and this is a sign that the time has come to update this material in some way, whether by adding a new format, improving it or developing new content on the topic.
Withdraw is the third R.
Which refers to the necessary use of the content marketing strategy.
Even the best content doesn't last forever. When a piece of content needs help beyond a design update, or even a text overhaul, it may be time to retire it and deactivate it.
Content that goes past its expiration date can undermine a company's authority and credibility, effectively undoing all the work the content has done up to that point.
6. Launch and optimize every time
Content, when inserted at each stage of the sales funnel, must be measured differently, after all, each point has its own objectives. Therefore, early-stage metrics do not directly tie to revenue.
The objective of initial content is to create brand awareness, promote preference with potential customers, as well as educate and entertain through audience engagement.
Shares on social media, e-book downloads, and views tell you if the content about chemical pickling for the industrial sector is attracting attention, and whether people are enjoying what they are consuming.
Metrics applied in the middle and late stages, such as pipeline, opportunities, and expense allocation, provide insights into how content impacts the business.
For mid-stage assets, you'll want to measure how the content is generating new interest, and how that reflects on profits.
Metrics to pay attention to
When defining KPIs (Key Performance Indicator), that is, the key performance indicators, for content marketing efforts, it is possible to focus on the operational side.
In other words, it means knowing why a content marketing strategy is applied, what people buy, and how this affects an advertising campaign, in general.
Therefore, it is worth highlighting the KPIs that need attention and involvement from marketing teams.
1. Engagement
The traffic is big, but the interaction is better. And this happens when people spend more time on a website, and how many pages are viewed in one visit.
These are metrics that can be found via digital tools available on the internet, free of charge.
Another element of interaction is what is being promoted on social media.
If a publication of a air conditioning company is being shared and talked about, and the more this happens, the more likely it is to generate more reliable traffic.
2. SEO
Organic search engine rankings are vital to a healthy content marketing strategy. The keywords implemented from SEO practice (Search Engine Optimization) are important, as this is how the public searches for answers.
The company must insistently monitor the performance of the implemented keywords, including the position it is in according to the segmentation.
It is also necessary to optimize each piece of content, including correct metadata, as well as the ratio of keywords to the material laid out.
3. Authority
Authority is a metric that aims to define a DA (Domain Authority), or domain authority, which is a number between 1 and 100. The higher the score, the greater the authority.
Building authority improves SEO and conversions and is measured by Google.
The technology giant analyzes elements such as backlinks from sites with good DA, as well as how much content is shared, what the company considers an illustration of content quality and which topics attract the audience most.
Conclusion
The truth is that companies need to plan their business for the long term, bearing in mind that, in the near future, texts on the internet will be accompanied by videos and images to better communicate with users and potential customers.
In this way, it is necessary that all companies, from representatives of cold room for beer to stores and magazines, are ready to widely promote fun, visually attractive content that can be widely scaled and shared.
The future of content marketing, as the scenario presents itself, is increasingly seen as a humanized interaction, in which brands can reach customers and allow them to begin a relationship with the business. Much of this happens through social media.
Finally, it is necessary to understand that brands must invest in a content marketing strategy that is relevant, explanatory, educational, but also promotes entertainment and a close reaction and significant engagement.
This text was originally developed by the blog team Business Connection, where you can find hundreds of informative content about different segments.
Discover the case of Melgaço Radical – Rafting in Minho. It is one of the examples of the good use of content marketing.
