Hello, Asaph here. Between the Lines and the Fine Print newsletter brings you tips on marketing, growth and strategy for business. If you find this valuable and worth your time, ask your friends to subscribe here. However, if otherwise you can unsubscribe anytime at the bottom of this mail.
In today’s newsletter, I’m sharing what is between the lines and the fine print on Content marketing.
Content marketing has a positive effect in any marketing campaign at any one time. It helps build reputation and authority in your niche and solidifies your relationship with communities and your networks. For a content marketing strategy to bear results, you have to sweat your way to them.
Outline your goals and mission statement
For an actionable content marketing strategy, goals have to be set and clarity communicated in your mission statement.
Know your audience
Your audience is who you are creating content for. They determine what kind of content you are going to create and where you’re going to deliver to them. Being in the know of your audience's needs and where they put their attention is key to delivering outsized results with your content.
Audit your content to ascertain your current position
A content audit helps to uncover strengths, weaknesses and gaps that exist in the content on your site. This presents an opportunity to gauge your content marketing effectiveness and provide insights for improvement. Use tools such as Content Analyzer by Semrush or use Screaming Frog to take a look into your log files to find fine details about your existing content.
Distribution
You need adequate distribution of your content to maximize your outreach. Utilize a combination of email and social media for distribution as well as delegate by automating most of those tasks to save you time.
Set up KPIs
Numbers do matter. Especially with business goals.You need data about revenue targets, site traffic, new email signups and track your rankings in search. Key Performance Indicators help you develop a framework of measurement to show whether progress is being made or you’re experiencing stagnation, and set you up for new strategies/approaches to meeting your goals.
Identify the most relevant channels
If you’re targeting a specific type of audience defined by certain attributes, channel/platform relevancy must come into play. For instance, you’re more likely to choose LinkedIn over Snapchat for B2B content since you can grasp the attention professionals faster. If product market-fit products are going to be made, then content market-fit content should also be created.
Leverage a variety of content types
Customers are attracted to variety. They want to consume content in formats they feel appealing to them more or saves their time. Create long form content for deep learners, short form for the time conscious customer. Lead magnets, videos, webinars, worksheets, checklists and eBooks are also great resources to offer in exchange for customer attention.
Content calendar
Develop a bias for consistency in delivery of your content by sticking to a content calendar. It helps to inform your content strategy by stimulating content ideas to be covered at a certain period of time. Knowing what to post and when to do it is a game of seasoned marketers
Creating content
Aim to create the best content if you’re really serious about getting a good percentage of the attention share in the market. Carry out a research to find out what works in favor of your goal, also considering your customers' stage in the sales funnel
Stages:
Awareness
You create content that informs or introduces new information. How-to’s and guides are a good example of such content types
Consideration
Customers at consideration stage need to be convinced why they should deal with problems at hand with solutions that have worked before or at least those that will work to their service.
Decision
At the decision stage, customers need content that helps them make decisions to solve their problems. Creating content pieces e.g. case studies surrounding your prior works help customers determine/evaluate if you’re the best choice for what they need since they compare you with your competition
Retention
Find ways to communicate to your customers how to get maximum value from your product through add-ons and exciting features. Hunt questions you think they might ask by using a tool like Answer The Public. Create content around them to provide answers.
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Amazing 🙌 I've learnt something new today, Key Performance Indicators 😁 thank you