Creating and distributing content is one of the most effective and low-cost ways that you can use to drive traffic and build awareness for your business. That said, it is also imperative to highlight that unlike a few years ago when publishing status updates and photos on social media platforms such as Facebook and Twitter to posting videos on YouTube and writing blog posts, was enough to attract, acquire and engage the target audience, today’s businesses must do more to have the same impact. The marketing landscape has changed dramatically. Not only is content production about on-line, it covers offline too. And more to the point, finding the correct print production partner who understands the change is essential. This change is highlighted by the fact that of all businesses that have embraced content marketing, majority struggle to get their content found, consumed and shared.
To overcome this challenge and gain market advantage over your competitors, you must come up with relevant strategies for marketing your content in today’s changing and highly competitive market, offline and online. It is also important to note that other business marketers are now using more content marketing tactics as compared to one year ago and thus, failure to adapt your content strategy will not only prevent your business from gaining maximum benefits, but it could also make you lose potential customers.
When developing strategies for marketing your content, it is necessary to understand that there are no definitive templates that you can follow as each strategy is unique to the needs of the business that creates it, from catalogue printing through to social media news, it all forms part of a ‘global’ strategy. Instead, you should view a content marketing strategy as a detailed plan for how you will use content to address the needs of your business and those of your customers. Nevertheless, effective strategies for marketing your content should feature five components that include:
Your business content innovation aspect
Your plan should communicate your business reasons for creating content, the vision of what you would like to achieve with the content, and the risks involved. At this stage, you should not fear to experiment or make mistakes as you figure out what works best for your business ranging from new forms of content presentation to new mediums.
Your business content marketing plan
Under this section, you should ensure that your plan covers the goals you have for your content, details of your business model and the unique value you are looking to offer through your content. It is also beneficial to map out the opportunities and obstacles that you would likely experience as you execute the plan. You should ensure that every piece of content you publish offers some form of value to your audience. Depending on the type of your business, there are several ways that you can use to measure the value of your content marketing that ranges from conversation to information, utility or entertainment value.
Define the personas and content maps of your business audience
Your strategies for marketing your content should be adaptable to the specific needs of your audiences. You must understand the needs of your audiences and their content engagement cycle to fully engage them. You may also have to outline the content you would like to deliver throughout the process to move the audiences closer to your business goals.
Customize the content with your business story
Instead of creating plain content, you would achieve more success by creating content that tells a story. You should ensure that every post whether a blog post, an infographic or a photograph leaves a lasting impression on your audiences. You may also make your content more informative and engage without being overly long by including links to other sections that might interest your audiences.
Your marketing channel plan
You should address the platforms that you will use to tell the story and the criteria, objectives, and processes that you will use for each platform. You should also define how you would connect them to create a brand conversion that is cohesive.