Improvise Then Take Your Chances
Growing your company gets tougher all the time. But, since marketing your business requires blasting your company’s unique story, it’s wise to frequently re-examine your marketing content. If you expect to be competitive and grow your business, you gotta plan for success … it’s just not optional. Businesses that ‘wing it’ - with no strategy or plan – will always be disappointed. And, creating a plan, yet not using it is worse!
Nominal Basics You Should Already Know:
- Goals & Objectives: The most common goals include increasing website traffic, growing social audiences, and increasing contact form submissions or newsletter signups. It’s not all that hard.
- Audience Segmentation & Characteristics: Know your target audience - their motivations, pain-points and what they’re searching for: keyword researches, website analytics and a sales team that already knows the customer’s profile.
- Brand Message: Content marketing strategies must define and tell your brand’s story - the message you want to communicate to your audience. TELL THEM what sets you apart from your competition.
- Multi-Channel Connections: Customer relationships include multi-touch points on multiple channels (social media, search, digital ads, news posts, customer review sites, etc.) Select your channels based on how it specifically helps you most effectively reach your audience. Then define your specific objectives for each channel.
- Content Types: From blogs and ads to podcasts and videos, define the content types and tactics you plan to use for each. Always consider whether you’re trying to attract, engage or convert in a target’s buying cycle.
- Content Topics: Content marketing must provide the best answer to what your audience seeks, and when and where they search for it; then determine whether your content fulfills those needs.
- Measure Results: Measure the effectiveness of your content marketing and the channels where you promote. Doing so highlights whether you’re hitting your objectives, and if not revise as needed.
To find your balance, experiment and improve, measure conversions and tie activity to revenue. Doing so identifies which metrics to focus on; and if yours don’t, begin using the steps defined above NOW.
AND NOW PHASE 2:
Since 66% of companies use paid methods to distribute content (meaning that a third of marketers rely on organic reach and existing subscribers as the resource for placing their content) it’s critical to at least evaluate paid social media and paid search ads to incorporate comprehensive content promotion.
Build A Community
Only about 20% of B2B marketers use community building and audience participation to nurture followers; but it often helps to participate in forums through social media by encouraging 2-way conversation.
Get / Use Customer Intel
Marketers rely on good data, yet customer conversations aren’t mainstream for most research (only 50% of companies talk directly to their customers.) First-hand knowledge from real customers in real-time is invaluable, so implement steps for your sales and customer service teams to collect customer data then share it with you!
Tie Content to Buyer
The buyer’s journey should trace everything from keyword and topic selection to final purchase. Focus on blending the ‘Attract’, ‘Engage’ and ‘Convert’ content stage, with the emphasis on “Attract”.
Invite Influencers In
It’s good to develop relationships with influencers who can help promote your content. Through co-creating with influencers you’ll see a boost in motivation, amplification, and attraction to the new message. Just keep it simple.
Own Your Audience
Social media sites own your audience on their platforms and you just pay them for access to those customers. So, it’s crucial to bring your audience to your own universe – which occurs by building a subscribed audience that allows them to opt into your content (and likely into your community).
Measure Your ROI
Proving the value of your work via ROI matters because you get larger budgets for the next planning cycle. And, effective measurement and reporting matters to management since it benefits any organization looking to improve their bottom line.
Tactical content marketing management has to happen, and yes it is risky but the steps help you get started or fine tune your marketing strategy ... stimulate customers or prospects. If you wing it again your results won't improve. That's why your next step matters!
HQZ Experts assists clients in creating effective B2B marketing tactics to manage, track and refine content marketing approaches. Let's talk about your approach