Globalisation and the development of information and communication technologies are continually changing the best way for businesses to approach consumers.
Prospective buyers require companies to maintain their competitive advantage through the ability to adapt their marketing strategy to the demands and needs of consumers. In this context, there has been a gradual shift from mass marketing to individual relationships with an audience.
Businesses are faced with the challenge of finding the right way to market to consumers. Whether this will be efficient and cost–effective depends on their ability to manage the relationships with consumers, as well as anticipating and following the fluctuating trends that might influence the behaviour, characteristics, or needs of consumers.
Due to this, content has become one of the most important marketing tactics for today’s entrepreneurs. In today’s age of social media everyone creates, gives, shares, or discusses something.
Having a working content strategy is imperative to the completion of your company marketing goals. There are 5 key questions you should ask yourself before you launch your strategy:
What kind of content will I need?
Decide what will benefit you most. If you use social media accounts already (which you should do!), which posts receive the most engagement? The right content has the potential to propel your company to the forefront of your industry, and position you as a thought leader. It’s imperative you get it right.
What type of content will be appropriate for my potential customers?
Different customers require different content. Certain types will work better for some segments of your audience than others. You’ll need to do a deeper analysis of who your target market is, what they want, and how to give it to them. It may sound daunting but there are plenty of guides to help you achieve this.
Can I create content that suits my business?
The values you represent are what separate you from your competition. The information you give must be factually correct, authoritative, and beneficial.
It takes time and a lot of research to find the appropriate way to present content to your target audience, but this step is critical to ensuring visitors will find solutions to their problems, thus converting to buyers and loyal customers.
Do I have a clear vision of distribution channels for my content?
The growth of multiple social media platforms makes this process of content creation and distribution much easier. There’s a constant stream of information available for anyone who looks for it, which is the clutter your business needs to cut through. Outsourcing is the best way to do this, as professionals can create large amount of content in a shorter space of time.
Posting to your blog will most likely be the main avenue of content dispersal, with your social media platforms then promoting it to the wider community. Think about what content should go through your various channels – again, what would suit the diverse customer types you have on them?
Do I have enough resources for the implementation of my strategy?
Content agencies can do more than just produce your content. As experts in SEO, social media marketing, and search engines, a capable team can assist you in getting your content to the right people at the right time.
If you have a team of staff, enlist their help. Make sure everyone is on the same page with your content goals to ensure a smooth transition to becoming an industry leader!
Beth Knox, Project Manager at ContentNetwork