As the internet has become so accessible for many people in the world, every business needs to use it to reach out to their target audience. One of the best ways for a company to establish its online presence is content marketing. It involves sharing content that’s relevant and meaningful for its intended audience.
While creating quality content and sharing content is important, what’s more important is to know exactly what to do to derive maximum returns. This is where content marketing strategies come in. Over the years, businesses have adopted different content marketing strategies based on their goals. If you want your business to see success in 2020, here’s what you need to do to create an effective plan to market content.
1. Content Auditing
There are over a billion websites that churn out blog posts in the millions monthly. Thus, you should understand that your website needs unique content. Also, your content should also be relevant to your target audience. If you have a website with a handful of existing content, you should conduct content auditing.
You can hire professionals to do this job for you. This will help you understand how your existing content has shaped your business’ success so far. All this information can help you in knowing if you should diversify your content further or stick to a specific style that has worked in the past.
Content auditing has often been the cause behind businesses choosing to create unique video content using a video maker to take advantage of the popularity of platforms such as YouTube. It is one of the significant reasons why video editing websites such as InVideo have become popular.
2. Goal Setting
Setting goals is the next big step towards formulating a winning content marketing strategy in 2020. While many businesses and individuals follow no established models and create their unique goal-setting models, you can consider two popular goal-setting models like SMART and CLEAR.
SMART stands for specific, measurable, achievable, relevant, and time-bound. By setting specific short-term and long-term goals that can be measured and surely achieved, the SMART framework can result in success. The goals must also be relevant to both your business and your target audience, and they should be attainable within a set period as well.
The CLEAR framework consists of characteristics such as collaborative, limited, emotional, appreciable, refinable. It is a goal-setting structure that is ideal for businesses with several employees and different departments. CLEAR encourages teamwork through motivation. It involves goals that have well-defined scopes and durations. They can be broken down into micro-objectives and can be revised as well as redefined in the future if necessary.
3: Audience Determination
The next big step involves determining the people you are targeting. Keep in mind that apart from catering to past-buyers, you should also cater to the people who engage with your business. By giving them more of what they want, you stand a high chance of converting them into loyal customers.
One of the roadmaps that are commonly used to understand audiences at an emotional level is the Empathy Map. It was described in the book Business Model Generation by Belgian computer scientist Yves Pigneur and Swiss business theorist Alexander Osterwalder.
The Empathy Map involves businesses asking the following questions to understand their audiences:
● What do the audiences think and what are their aspirations and worries?
● What is their public attitude and behavior?
● What influences them (trends, friends, or immediate environment)?
● What discourages them from engaging with a business?
● What encourages them to engage with a business?
● What do they listen to (opinions of friends, bosses, etc.)?
4: Content Production
The last vital step involves bringing your content ideas to life before finally unveiling them to the online world. The content production planning process can be broken down into five stages:
1. Awareness (for getting the word out there)
2. Consideration (in-depth content for catering to interested prospects)
3. Decision (for encouraging your audience to choose you over your competitors)
4. Retention (for encouraging existing customers to remain loyal to your brand)
5. Advocacy (for promoting the values that form the core of your business)
This step also involves determining the kind of content that you should produce. Some of the most popular types of content in today’s times are videos and podcasts, text (research, educational, study, etc.), visuals (slides, presentations, infographics), and PDFs (tutorial, manual, e-books, etc.).
Search Engine Optimization should also be a significant consideration in your content marketing strategy. no matter how good your content is, you won’t be able to make any difference if it doesn’t become visible across search engine results pages (SERPs). Hence, keyword research and optimization also play essential roles in this step. Modern Business Associates uses an InVideo editor.
Invideo’s youtube video editor is making it easier to edit youtube videos as more individuals and businesses aspire to create content to cater to their audiences.
Once these four steps are carried out successfully, it’s up to your business to choose a content distribution model to complete the puzzle. All in all, if you take care of these elements, you are guaranteed to formulate a great content marketing strategy in 2020.