If you are planning new content marketing for your brand, you have to follow some guidelines. You have to know what is important for content marketing.
Direct call ads don’t work very well. Simply because users often look through it. In many areas, it is important for the client to think about the product for a long time and take a closer look at the brand. This is where content helps. For example, if you need to develop a design project, order furniture for a new apartment, or choose a reliable tutor or food supplier. A close acquaintance with the brand is essential here.
Content marketing is marketing, the main tool of which is content aimed at building and increasing consumer confidence. Content marketing works to gradually and organically transform the target audience into an audience, an audience into readers, readers into buyers, and buyers into repeat buyers. In general, content marketing helps build long-term and friendly relationships with your audience.
What tasks does content marketing solve?
1. Form a positive brand image
It is important that people recognize your company or product so that when they meet it on the Internet, a light bulb “Aha! A couple of days ago a friend told me about it / I saw an article about it / Someone talked about it on the blog! “
introduce the audience to a product or service
It is important for people to understand what they are being offered, what unique qualities the product has, what kind of people work with it, for whom it is made, and how to use it.
2. Show expertise
The more useful information on the web from you and your product, the higher the level of trust in it and the company as a whole.
3. Increase brand loyalty
A customer who is already familiar with the product, but for some reason did not decide to buy, will be able to learn more about it, weigh all the pros and cons and make a purchase decision.
get feedback and work with it.
Comments and reviews may contain information for thought: how to modify the product or improve the service, which, in the opinion of the consumer, is worth paying attention to.
4. Keep a client
When feedback is given, you understand how the product can be improved. You also understand how to correctly present it among competitors, and how to attract it, so that your company will be chosen in the future.
5. Increase sales
More high-quality and unique content – more interest in the product. As a result, sales are higher.
Content marketing does not sell directly, it forms an opinion about a product or brand, and helps build relationships with a customer. As a result, this leads to the buyer’s interest and a possible sale in the future.
It’s important to consider your content strategy. The more detailed it is built, the more chances you have to talk about the chips and brand values.
What questions would be good to answer?
1) What goal do you want to achieve with the content?
- increase traffic
- increase positions in search results
- increase consumer loyalty
- gain a reputation as an expert
- introduce the product, explain it to the audience
- increase the number of registrations
- increase sales
2) Who is your target audience?
For example, auto parts are unlikely to be of interest to mothers on maternity leave; it makes no sense to post information about them on resources devoted to maternity issues. It is equally important to define demographic parameters: gender, age group, city, and level of education.
Understand what platforms your audience is on, what channels to use and where to publish content: on aggregator sites, on a blog, on forums, create a YouTube channel or develop Instagram.
Analyze different platforms: thematic forums where your audience is, the content of other companies working in your field, and stay up to date with events related to your industry.
Why do you need a content mission?
One of the challenges of content marketing is to communicate a product through a customer’s need. It would be nice if the product covers not only material needs, but also emotionally involves the client.
Therefore, first understand how your product is valuable, and how it will respond to people. Think about how you can use this when promoting your product or service. And then think about how and what to write / shoot / do.
For content marketing to work, it is not enough to understand only the product, you also need to understand the people for whom the product is made: how they live, how old they are, and whether they drink coffee in the morning or prefer early jogging, whether they watch TV. Maybe your client wants the toothbrush not to scratch his gums or is he afraid of losing when investing? If you understand this need, you will be able to competently position your product or service, you will speak with the consumer through the product, gain their trust, and, as a result, sell.
The tone in which you speak with clients also depends on the mission.
When communicating with potential clients, you act as someone who has knowledge. At the same time, information can be shared with a friend in the kitchen, it can be instructively presented, and you can operate with facts and analytics. Choose what suits you. The main thing is that it comes naturally to your business. It is important to be friends, to be on the same level as the audience.
Content selection
Globally, content exists in three types:
Viral
Material that is designed for maximum distribution, desire to share: “Top-5 models of elongated jackets”, “Checklist for travel preparation”, “Guide to DOTA 2”.
Expert
Forms consumer confidence, a feeling of working with an expert, an expert in this field. The publication of research and analytics, product instructions for use, case descriptions, and infographics retain the audience and increase its loyalty to the product or service.
Selling
Content that describes the product, and its characteristics. It should be smaller. Approximately 20%.
Content Format
Articles, blogs, infographics, video content, long reads and checklists, presentations, online polls, and events – depending on the site and audience characteristics, we select the optimal format and use it. It is important to understand in which language the target audience of the product thinks, feels, speaks, and speaks the same language with them.
When the strategy is ready, you can start the content plan to develop a scheme for interacting with the audience.
