Let’s talk about marketing in the digital age.
All companies know that there is an 800 pound marketing gorilla in the room – the internet.
While traditional marketing efforts continue to decline (so long phone books), and companies are making android phones cheaper and cheaper – more people than ever are turning to the internet for information. As Bob Dylan said, “Times they are a-changin.”
If you sell a product or service, this medium needs to gain your full attention, especially, considering that 61 percent of global internet users research products online.
At the heart of every digital marketing strategy lies the gem to increase ROI and online sales – content.
However, time and time again companies fail to properly execute a holistic content strategy. They produce content to simply produce content. They publish nothing more than words that take up your computer screen, and when that happens, we all do the same – exit out and move onto another site, or from a business standpoint, a competitor.
Therefore, this begs the question: how can companies properly produce a winning plan?
Creating a Content Marketing Strategy
The first thing you need to do is define your brand. At the heart of your business, who are you? What are your values? Does the public know the results of these questions?
Creating answers to the above will help create a consistency that is crucial to building not only your online brand, but a successful content outline. You want readers to get to know your voice as this will consequently separate you from your competitors.
The second thing you will want is to discover what your potential customers value and what they look to you for. This is key – you ALWAYS want, nay need, to add value to every piece of content you write. If it does not add value, alter it before releasing it.
For example, say your business works with repurposed electronic equipment, and you want to create a content marketing plan to gain new business.
Most people do not know they can recycle and or buy your main product since it is a bit obscure, say a refurbished UPS power supply unit. Taking an “educating market” approach might be a fantastic way to start. You could write an article explaining how giving life to old or non-working UPS is a great way to help save landfills and buying one is helping your business go green.
We can then break this down into three separate pieces all relating to an overall strategy of educating the market.
1. How it’s done.
2. How many end up in landfills each year and how you, the customer, can change that.
3. An easy way to go green and the benefits of going green (relating back to point number two).
This is a cohesive plan, and one that makes sense. It has a point, added value, and enables you to not only introduce your company to the world, but also spin off into all types of digital mediums and fully execute a proper content marketing strategy.
Moreover, since you strategized, you will stay focused and not get sidetracked, creating that consistency and direction.
Once you have written these pieces, it is now time to repurpose your content and really kick your content marketing strategy into high gear.
Pushing Content Marketing to New Heights
Now this is what separates success from failure in terms of having a content plan that wins.
Repurposing your content and reusing it across all aspects of digital mediums.
So what does this mean? You take one of the articles you have written, drawing from above we will use number two, and create a video. Creating a video that shows pictures, images, or clips of landfills both with UPS and without fully showcasing to the reader the “problem.” Then, you introduce the solution aka your company. You next create an infographic with stats of how many people throw away electronics that can be saved. Next, you can whittle down the core values of the post and create a one page ad to run on another website or in a magazine. Finally, you could even create a podcast explaining the article.
So, go get started! Plan, strategize, repurpose, and repeat.