What is Content Marketing...and why it is so challenging?
This is the most popular question I get asked in mentoring sessions and at workshops.
Business owners often query if this is a new term or is it something they should be doing.
According to research 'content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online' which includes social media, blogs, vlogs (video logs) or videos.
There are many claims on the internet that Blogging was the foundation of Content Marketing and blog articles pioneered content marketing and become commonplace in the business world, as well as day to day society.
I started my first blog in 2009 it was a basic site via Blogger and for the audience, I was trying to attract for our regional food and wine group it allowed people to access authentic information on businesses and events for free.
But Content Marketing is just marketing, right?
Well, it’s much more than marketing, traditional marketing was a one-way street, these days it’s a dual two - way process and therefore more engagement is required.
So, business owners need to view it from a strategic viewpoint, it's about brand awareness - attracting and retaining an audience that you can interact with and convert – meaning you are able to drive a sale if you are front of mind for potential customers.
It is building up that relationship and creating friendships that lead to sales. Today it is about being customer focussed and driven.
Content Marketing is still marketing but it’s on steroids now…being online is one major touchpoint of your business. It builds credibility in your chosen industry you can be perceived as being a thought leader if you blog.
So back to content marketing…. let's create and post…simple right?
No….
Stop right now!
This is making a HUGE assumption that you the business owner know your target audience and or your customers well enough to do so…..
Do you know what are they looking for?
Do they require knowledge, advice, or entertainment? Is the online channel chosen in a consumable format? For example, are your clients enjoying one online channel more than others?
Ah, the favorite word of mine..tracking…some of my clients prefer Facebook others prefer Instagram most will read a blog but they are time-poor and will do so at night or early in the morning.
Refer to insights and data to give you that evidence or better still ask a few clients direct and see how they are interacting and or following you?
You can be creating blog articles, videos, podcasts, posting online, emailing creating webinars designing Infographics, creating cartoons and quizzes – but this will take up precious hours especially if you are not getting any engagement.
So the first item - is a plan!
What needs to be in the plan?
Content + structure + design = deliver the intended meaning needs to be considered first.
Content
You need to showcase your business values and provide value in your offering.
Think about the content you will offer. What are your business values? What can you offer of value?
Planning and delivery also make up the content as well as governance - what are the boundaries and who is doing what role?
Structure
How will the content be prioritised, organized, and accessed?
It must be aligned with your marketing plan, events make take priority over information on your services or individual products.
Choose the appropriate channel, gather your tools to help, research and utilise apps, learn to schedule and research sharing apps.
Design
This is primarily about how your followers will interact with the content based on the contents behavior ie humor, informative. Is the content able to address the needs of a diverse range of followers?
Do you need to post a range of designed content to reach a bigger range of consumers? Possibly... but this gets back to creating content that your clients gain a benefit from and tracking those engagements.
The next BIG question…..why post, why create content?
What do the academics and experts think?
After reading a few documents, researching marketing textbooks it seems content can benefit as an engagement with your consumers and may increase consumer quality perceptions, satisfaction, trust, and consumer retention for each business.
Sometimes it may be a simple as a referral from your readers to a potential client.
But again, they emphasise knowledge of understanding your customer’s needs.
Many businesses make the common mistake of not taking the time to understand their customers/clients personas, what makes them tick, what are their purchase persuasions and what are they are looking to purchase?
Remember those marketing terms wants vs needs and being able to fix consumers' problems.
It goes deeper than demographics you need to work out are they 1; A follower or a 2. A consumer?
I have some clients who started following me on social media then engaged me to do work for their businesses. They often comment on how they have enjoyed my informative posts. So, I know they fall into the two categories listed above.
Two things to consider once you have worked out who your followers are:
1. Ensure you have value in the posts and don't forget;
2. a call to action – what do you want people to do?
So common asked questions from clients -
“ oh this does my head in…how do I come up with content all the time?”
Think about what you want to convey – so plan – post - review - change and post again.
Sounds easy but it is not. Planning is the key as then its as simple as choosing a topic and creating content.
Some businesses use an online template and adapt to their industry and business.
It can be a simple as print out a calendar with a new note on it or a reminder set up in your phone or via google docs (google sheet – add ons – add reminder – set up or edit )
Topics to get you thinking;
- Behind the scenes ( BTS )
- MTT meet the team,
- FBF #flashbackfriday
- FAQ
- Did you know Fact
Consider an inspirational quote, a beautiful image with a thought, testimonial – see where I am going here?
Search for apps that will assist you to get your plans happening…
“ How do I know what to post?
Start small – a business intro, a meet the team post, a bit about you, something humorous regarding your industry or a current social theme.
Reminders about your services and a small spiel or a photo of you working, highlight a local business that is doing well.
Consider user-generated content. This usually is sharing something that relates, but don’t share the for the heck of it, add a little text and a call to action (CTA)
Overall be authentic..be you, be your brand.
“ I don’t want to be laughed at for a silly post?
So, think about who is seeing this, one suggestion is it fit for your parents to see, will you upset minority groups and or is it offensive?
Is it in line with your brand? If you are relying on your brand being positive and upbeat and with values of integrity and trust and then you post something offensive? The result could be followers quickly unfollowing your social media account and there will be no engagement with your business.
Even worse they will share the post and call you out. This equals brand damage.
“Do I need to post every day?”
No 2-3 times per week or even once a week is fine, a few times with small items such as testimonial, a video or a feature of your business you want to highlight such as an event or local happening.
Some of the best and more engaging posts are ones that are quality over quantity – well researched, insightful, meaningful and that show vulnerability or talk passionately about a cause close to the business and or the team's heart.
I see many accounts posting up to 6 times a day it becomes boring especially if it’s a similar theme.
Remember people are time-poor.
So take the time to plan - have fun doing so you won't regret it.
Need a review of your plans, or just need someone to look over your plans and help you streamline or cement those ideas?
Drop me an email ; sam@samhicks.com.au
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