Create Concrete Content that helps you Generate new Business!
So you’ve got regular posts going out on social media, you’ve got a website set up and you write blogs, maybe pay for some advertising online. And you’re getting some traffic coming your way, but the cost of conversion is really high and you don’t feel like you’re getting the best from your content. Sound familiar? We’ve produced our guide to content marketing to help you create content that will really work for your business.
Here are the 3 key things to consider:
- Identify your audience
- Consider your customer journey
- Plan your content
"Use a pull quote to highlight the best quote from the case study."
1. Identify your Audience
Not everyone will be interested in your business. If they’re in your industry but don’t buy your products or services they probably won’t read your content. But the question is, how do you identify the right people to target?
You can identify your audience based on existing sales. Do you keep demographic data on your customers? If not your insights into who your customers are are important, and social media channels provide metrics that will show you the demographic of people engaging with your content. Don’t forget to take a look at your competitors as well.
As time passes you will learn, and you can sharpen up who you target, and where. So for example, if you manufacture windows and doors, you would target homeowners, not tenants in rented property.
Once you have this information you can consider the channels that your audience uses. Different age groups, genders, social demographics will use different channels whether email, particularly social media channels, and so on.
Armed with this information you’re nearly good to go!
"Where do you ultimately want your audience to go and what do you want them to do? "
2. Consider your Customer Journey
Your customer's journey is the steps they take between deciding they want something, finding you and making a business transaction with you. You may be publishing your content on social media, blogs, e-newsletter, direct mail, or any number of other channels. But at what points do your customers engage with you? Where ultimately do you want your audience to go, and what do you want them to do?
To accompany our guide to content marketing we’ve written a blog about customer journey.
If the destination is your website think also about the journey from landing to action there too. Is it simple to understand and navigate? Does it look good? A good experience travelling to your site and then a poor one once they are there will simply turn people off. Customer experience should be seamless, relevant, and straightforward.
3. Plan your Content
Now that you understand your customer journey and your audience you can start to plan your content. It’s important to set your objectives- what do you want it to achieve?
There are some things that you can do to focus your activity:
- Set your objectives
- Create a content calendar to plan your content schedule
- Consider campaigns for different audiences and outcomes
- Create an asset library including images, graphics, video
- Think about giveaways-can you share your knowledge using gated content
- Create a set of hashtags to use across your social media channels
- Set up a reporting mechanism to that you can measure your activity
Everything is in place, and you can start to create your content.
How you write your content depends on your business, your style and how you want your business to be understood. But using a mix of content types like images, video, infograms, and helpful information will engage and interest your audience. It’s not about selling, it’s about encouraging people to start a conversation with you.
And don’t forget to include those calls to action in your content!
People are interested in the stories around you, the people, the challenges and the successes. So tell the story of your business and your products or services to bring people to you, and you will convert visits into action into sales.
That’s not all Folks!
We’re here to support your business reach it’s key audiences and generate more visits and actions. If anything in our guide to content marketing is interesting or you want to find out more about our services, then get in touch!
Leave your details here and we’ll get in touch.
A Final Word about Metrics
Social media platforms, websites, blogging sites, email platforms and CRMs all provide mountains of data. It’s all too easy to collect it and never really use it so have a think about your objectives and what data will be useful to you. Can you see your results; your successes and just as importantly your failures so that you can shape your content as you go.
Einstein once said that insanity is doing the same thing over and over and expecting a different result.