Content marketing is a tool used by numerous businesses: small and big ones, B2B (91%) and B2C (86%). Content marketing helps them to generate new leads and convert them into customers, build an image of the brand and become an authority in their niche, establish customer trust, and grow retention rates.
You can get all of the benefits at once. However, either you will have to work impossibly hard or you will get bits and pieces of everything. It is always better to choose one goal and build your content marketing strategy around it. In this article, we are going to talk about how to build a content marketing strategy whose primary goal is to increase sales.
Unfortunately, there is no strategy that can fit everyone and bring the best results. Content marketing is very unique for every niche and every single business even. Uniqueness is what makes your content marketing the best. We have got a scheme of how to build a strategy but you have to tailor it for your own business. That is when you will be able to call it a no-fail content marketing strategy. We are going to give you the tools and it is your right to use them however you want. So let's get started!
Source: Digital Cruise
Research Your Niche
In order to bring the best content, you have to be an expert in your niche. There is no doubt that you can hire copywriters who rewrite things that other copywriters wrote while not understanding a thing. However, experts always know better and feel the audience, its needs, and problems.
While researching your niche, you have to set a couple of subtasks.
First of all, you will have to compare your business to others. Find out what is the unique strength that makes you better than anyone else. If people do not see that you do not possess this strength, they will probably look for ones who have it or hunt for the cheapest prices. Do not forget to address this unique quality. You also have to look for weaknesses and possible threats that your competitors are.
Secondly, you can learn from others in your niche. There are people who are on the market for years. They definitely know what customers want and what content they are craving for. They know how to address customer problems, thus make them relate, and how to offer their product as an ultimate solution without turning a blog post into a long ad. You can look through what type of content they post, what gets the most views and shares, what can be done better (it is more visible to you as a person from outside).
Define Your Target Audience
Where are they from? How old are they? What do they watch on the TV after a long working day? Do they work? Are they married with kids or are those teens who have to ask mom for money?
“You will know what to write about only if you know who you are writing for”, - content manager at EssayTigers claims. Creating buyer personas is the best for getting that knowledge (and niche research as well). The sales team will be happy to provide you with such data because they usually do it even before the business starts and update the buyer personas as it grows. They will tell you about the demographics, interests, locations, and pain points. Create a special bond with your content consumers by creating the content that resonates with them, showing that you do understand their struggles and you have solutions for them.
Do not forget to check whether your information about buyer personas is up to date.
It is essential that you have consistency. You can not post once in a blue moon with no schedule whatsoever and then start posting every day and go back into the cave of no content again.
By having a schedule, you create a habit of your content consumers. They know that you post twice a week - Tuesday and Thursday so they will visit your page in those days. It becomes a part of their routine.
In order to keep your schedule, it is recommended to use an editorial calendar. It will help you to stay on track, keep the schedule, and create posts ahead of time to be sure that you have something to post when it is needed.
Use Specific Type of Content
There are types for every goal that you have set. If your goal is sales, try to create more:
● informative blog posts ● case studies ● customer reviews ● interactive content ● email campaigns
As you see, content marketing is not only about blog posts.
Content marketing is a step in a customer journey. It is especially needed in the awareness and consideration and decision stages. All of the content types that we have stated before are great to show off what problems your customers have, how to fix those, how your product helps to fix those, and why they have to choose you.
Content marketing strategies that are based on sales goal keep an eye out on these KPIs:
Find out how a visitor becomes a customer, newsletter subscriber, or a reviewer.
If someone found your content interesting, credible, and problem-solving, they share it and you get more exposure and potential customers who have the same problem and are about to find a solution in your product.
Customer Retention Rate
Have any customers got back to you because of the engaging newsletter or blog post that addressed the problem that they did not realize they had?
It is vital to track those KPIs so you can see what content types work the best towards your goal if there are flaws within your marketing strategy and you have to retarget or give more sales enablement content.
You have to promote your content too!. You cannot expect that your content will attract traffic out of nowhere - people do not go on random sites and read their blogs. You have to show off your valuable and beautifully created pieces of content as much as you can.
You can promote your content by:
● asking an influencer to comment/create content with them ● sharing it on your social media channels ● mentioning the best articles in a newsletter ● submit to content communities ● post on sites like Reddit, LinkedIn, etc. ● guest post for the sites that are related to your niche or that contain your target audience
Content marketing is a powerful tool to achieve many goals and a boost in sales is one of them. You need to follow 6 steps to create a content marketing strategy: research the niche and find out what is your unique strength and what your competitors do in their marketing strategy; find out your target audience in order to know what to write about; be consistent to create a habit within your content consumers; use sales enablement content; track relevant KPIs; promote your content. Tailor these steps to create a no-fail content marketing strategy and achieve your wildest goals!
By Stacy Wonder