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Content is king decades ago, and still is now. Despite the saturated market in the digital landscape, content marketing is the sine qua non. According to Content Marketing Institute, more than 91 percent of B2B marketers use content marketing to reach out to their customers.
Content can only reach your target audience if there is an effective marketing strategy. Here are 5 tips you can start practising in your company: 1. Define your goals and KPIs Goals need to be SMART – specific, measurable, achievable, realistic, and timely. For example, your team can aim to ‘reach 200 new customers’ instead of ‘reaching more customers than the previous month. SMART goals help you to see the bigger picture, and take small practical actions to get there. After you’ve defined your goals, consider appropriate Key Performance Indicators (KPIs). KPIs are great to measure and collect insights on your team’s performance. 2. Know your audience Your audience will only be interested in what’s important or interesting to them. Knowing their concerns, likes, needs and attitude would be helpful in crafting relevant content. There are several ways to go about researching this. You may do a focus group interview, email survey, or subscribe to paid tools for audience data and insights. 3. Create a content calendar Before diving into content creation, there needs to be a plan. Having a content calendar helps you pre-schedule your posts and come up with ideas for future content. The calendar is usually done up months ahead, which includes your content buckets, and the date and time for social media postings. Google Calendar is one of the most commonly used tools. Its colour-coding features and team shareability makes it very convenient. Bigger teams may consider using Asana or CoSchedule with additional features and flexibility. 4. Market your content The best way to market your content is to have it appear at wherever your audience is. It could be at a bus stop near their house, a letter in their mailbox, or a post on social media – they need to see it. You may consider the habits of your target audience, such as their most used social media platform. For the teenagers and young adults, you may choose to distribute your content on Instagram. For the working adults, you may consider YouTube and Facebook. 5. Measure the results Creating quality content, keeping track of your progress, and measuring your results are equally important. Your content marketing strategy improves only when you fix whatever that fell short of expectations. Analyse the content’s performance by measuring your customer’s social shares, free content downloads, number of subscribers, and more. Your team can leverage on tools such as SEMRush, Google Analytics and Kissmetrics for detailed analytic reports. These are the 5 most basic yet effective methods you can incorporate into your marketing strategy. When done well, content marketing can increase your customers’ engagement and boost sales. If your company requires such expertise, you may consider working with a content marketing agency in Singapore.
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