A sound online marketing strategy plan requires creating compelling content to educate, nurture and attract leads and customers.
Content marketing has been around for quite a while; it’s definitely not a strategy that was created a couple of years ago. The difference between content marketing done a few years ago and today is best described by Fast Company:
“The key difference today is that content marketing is not a uni-dimensional, monthly, quarterly or even weekly process, but an ongoing, continuous process tied to a specific lead generation strategy that can be automated and personalized.”
Here’s a funny and very short video (only 01:38 minutes) about content marketing and the importance of embedding this strategy into your overall online efforts.
Before we dive into the 4 key ingredients to consider when creating a compelling content marketing strategy plan, let’s have a look at the following Infographic from Creativegraphs.net outlining the importance of content marketing marketing metrics.
4 keys to consider when creating a powerful content marketing strategy plan:
Here’s what the Fast Company had to say recently about the four keys…
1. Where’s Waldo?
Where do your customers and prospects hang out? Are they on Twitter? LinkedIn? Facebook? Offline events? Reading trade magazines? Watching videos? Listening to podcasts? Wherever they are you want to be. And in many cases, some will prefer one hangout to another. You need to be everywhere there is a reasonable size audience.
2. Arrive with gifts.
Customers and prospects like everyone can use a helping hand. What can you do that will enhance their lives? Is it listening and responding better? Providing self-help videos? Publishing thought-provoking articles? Delivering a report that provides new information?
3. Time your gifts.
Just like you don’t give diamond earrings to someone on a first date, you begin slowly–listening to your customers and prospects and understanding their needs. Then gradually educating them on the industry via blog posts, newsletters, articles and more. Define the content frequency that works best but be sure to be always accessible and visible and credible.
If someone isn’t interested at first, don’t write them off but keep in low-key touch mode. Meanwhile, if someone is ready to act, don’t be afraid to pick up the phone and talk.
Think of content marketing as a journey with a destination in mind, be it driving revenues, increasing the number of your customers or selling a particular product or service. Then plot out how the content marketing path will help you get there.
How do you educate and engage your audience? Any content elements you consider crucial when designing your marketing strategy plan?