A staggering 70% of consumers would rather learn about products through content rather than traditional advertising. This gives a clear indication that using content to advertise can provide rich rewards for businesses.
But how can you build a content marketing campaign that gets results? If you take the wrong approach, you could burn through your marketing budget for minimal rewards.
While content marketing can be challenging, there are several strategies you can use to get a profitable return on your investment.
Let’s dive in and learn more.
Table of Contents
Define Your Goals
One of the most important content marketing campaign elements is to determine your goals. Perhaps you want to reach a new audience and make sales, or maybe you’d like to develop a closer relationship with your current customers. Alternatively, your aim might be to get more subscribers for your email list or to appeal to clients who currently buy from your competitors.
Once you have a clear understanding of your objectives, you’ll then be able to laser-focus your content on achieving that specific goal. This will help you avoid posting content that sends mixed messages to your target audience.
Understand Your Customers
Before you spend time and money producing content, you need to know that it will be valuable. This is why you should ensure you understand your customers’ wants and needs.
For example, your clients may want to know how your products will help them solve a problem in their lives. Or they might need instructions on how to effectively use your products or services.
If you know precisely what your customers are looking for, you can provide them with the content that they will find most useful.
Decide on the Most Suitable Content Types
Consumers have a wide range of options when it comes to choosing between content types. Many people enjoy reading blog posts, while others may prefer to watch an online video. There is also increasingly the opportunity to listen to podcasts on just about any topic.
On one hand, this is a huge benefit as it allows you to reach consumers through several different mediums. On the other hand, it might be better to focus on one or two of the content types that are most suited to your business.
If you have products that look great on camera, then creating videos could be the way to go. But if you provide services that are best understood through written explanations, writing blog articles can be a better choice.
Pick Your Content Platforms
A vital part of marketing businesses online involves narrowing down which platforms you’ll use for advertising. For example, if you’re posting social media content, you might decide that Facebook is a more suitable platform than Instagram. There is also the option to post the same content on multiple platforms to try and reach a larger audience.
Posting on your own website and attempting to reach the top spot in the search engine rankings can also be a great way to boost your online presence. However, rather than picking a single platform, posting on several sites is likely to be the most successful strategy.
Set Up a Content Calendar
One of the most underrated digital marketing tools is a content calendar. But without one, you could forget to post content and end up with a disjointed advertising strategy.
But you’ll be able to deliver regular blog posts if you schedule them in advance. You can even use software that will send out your content at predetermined times. This means you can produce your content in advance and get on with other tasks, safe in the knowledge your audience will be receiving your marketing materials.
Focus on Providing Meaningful Content
People won’t be interested in your content if it isn’t meaningful. If your posts don’t add value to a customer, they will simply stop reading and go elsewhere for their information.
However, if you provide insightful and knowledgeable blog posts, this can encourage consumers to trust your company and buy your products and services. To get the best results, you may want to have your content done by experts who know how to craft compelling posts.
Analyze Your Content Marketing Campaign Performance
You may believe that your content marketing strategy will be successful, but you need to be sure that it’s going in the right direction. By analyzing the data on a frequent basis, you’ll be able to see which content is performing well, and which aspects require improvement.
This may not be the most glamorous part of producing content, but it is one of the critical factors. The sooner you can find out what posts your customers like, the sooner you can provide them with more of that type of content.
You’ll also be able to lower the cost of your marketing campaigns. Since you can spend less money on producing content that doesn’t work, you can minimize your outgoings. This will help you launch highly-profitable marketing strategies over an extended period of time.
Build a Content Marketing Campaign That Delivers Exceptional Results
Once you know how to build a content marketing campaign, you can become a much more visible online presence. Take the time to think about your aims and to get to know your customers. Providing the highest quality content is essential, and it’s important to regularly review your campaign results.
This will help you expand your online reach and connect with new and existing customers.
Before you launch your next content marketing campaign, check out more of our helpful blog posts.