Content marketing simplified

Wednesday, 13 May 2015 11:10

Written by Julie Foster

There’s a lot of chatter about content marketing out there. It’s hard to decide if and how it fits into your overall marketing plan. Here is a simple breakdown of what you need to know to get started.

What is it? Content marketing is simply the process for creating and distributing free content to attract, acquire and engage your audience — with the purpose of gaining and retaining customer action. In other words, delivering RELEVANT information to specific people that would attract them and ultimately win and retain them as a customer. This translates to artfully communicating your message without actually “selling.”

Why should I do it? It’s a way to build your brand while establishing a line of communication with your audience. It can attract prospects and customers, provide information, enhance your company’s search rankings, engage customers long-term and add credibility.

Where do I distribute? Most people think of blogs for sharing content, but social media should be first — there’s a reason more than 85% of companies use it. Start simple by using your social sites and then branch out to more sophisticated ways of sharing content such as videos or podcasts.

How do I implement? The most important thing is to start with a strategy. You will waste effort and resources if you don’t have a plan. After you’ve settled on a strategy, develop a small, realistic goal. Emphasis on the REALISTIC. Converting 100% of people that visit your website is not realistic. Next, decide on your objectives — or how you’re going to accomplish these newly developed goals. Finally, create an editorial calendar that allows you to plan exactly what you will post, and when.

Now what? Remember, this is a process. Monitor your successes and failures, learn from your customers’ behaviors. Get smarter. The trap is set.