Taking Your Content Marketing to the Next Level
Once your content marketing is up and running and your website is growing at a steady pace, it’s time to take your content marketing to the next level. That means having more integrated content and using a wider variety of formats.
Advanced content marketing also means working to strengthen your brand, voice, and personality because through that you’ll become more widely known. You’ll become the website and business that your prospects turn to.
Advanced content marketing also gives you the unique ability to begin to fine-tune your audience and your customers. Through personas and market segmentation, you can begin to craft content that speaks to your ideal customer. You’ll forge a stronger bond and create brand loyalty. This is the power of content marketing and if you’re ready, it’s yours for the taking.
- Tell Your Story
- Increase Your Formats and Mediums
- Dig Deeper and Really Get to Know Your Customers
- Market Segmentation
- What Is Market Segmentation?
- Make the Most of Your Content (Integration)
- The Heart of Integrated Content Marketing
- Delivering a Consistent Message
- Pulling It All Together
- Mobile Content Marketing – What Is It and Is It for You?
- Know Your Audience
Tell Your Story
As your business has grown you may have strengthened your brand identity or you may have veered away from it. Revisit your business plan. Review your vision and mission. Are you on track? Has anything changed? One of the best ways to cultivate a following is to create a strong brand. Identify your brand promise. What do you stand for and why? Then make sure that promise is instilled in every piece of content you create.
Increase Your Formats and Mediums
Begin reaching out to a wider audience by using different content formats and mediums. For example, if your content has been primarily print content, consider trying infographics or create a six-second Vine video. Branch out and embrace more content marketing opportunities.
Dig Deeper and Really Get to Know Your Customers
Until now, you may have been marketing to a broad audience. For example, if you were a small business coach then your content may have been directed at all small business owners. By now you have an idea of who you prefer to work with and what types of customers are the best for your business. You have the opportunity to create an ideal customer profile using marketing segmentation tools, and you have the ability to take your marketing to the next level and create unique messages for various market segments.
Review your brand vision and mission. Is your current content marketing strategy in line? Are you sending the message and telling the story you want to? Also draft a few paragraphs that describe what you believe to be your ideal customer. Who are they? What benefit do they gain from doing business with you? Why are they your ideal customer?
Next let’s take a look at how to use market segmentation to further identify your ideal customer and to take your content marketing to the next level.
Are you marketing to your ideal customer? Are you making the most of your analytics to craft targeted messages to your audience? Marketing segmentation is an essential aspect of a content marketing strategy.
What Is Market Segmentation?
Market segmentation is an approach that essentially quantifies your customers based on various criteria including buying habits, money spent, location, age and other demographics. The information will help you fine-tune your content marketing so that you can attract more of your ideal customer and build a stronger and more profitable business. For example, using your analytics you can organize the information based on:
- Path – How did the customer arrive at your website? Did they arrive via organic search, referral, or social media?
- Geography – Do your ideal customers come from any particular geographic area? If so, you can construct content that speaks directly to them.
- Behavior – How do new visitors compare to returning visitors in terms of their level of engagement on your site? Do they spend more time there? Do they click on more links?
- Action – How do your conversion rates vary with respect to users who visit your site from guest blog posts versus social media posts, or from email messages versus calls to action from your downloads?
- Buying behavior – When does your ideal customer buy your products or services, and how long do they stay clients? How often do they buy? Do they buy from your competition too?
As you’re pulling together a concrete description of your ideal customer and their behavior on your site and within your business, also strive to identify their psychographics. Psychographics include things like their activities and interests as well as their values and beliefs.
Once you have a detailed description of who your ideal clients are based on your review of your analytics and perhaps some additional research, you’re able to take the next steps. Begin a content marketing campaign to better serve the needs of your excellent customers. Keep them happy and engaged in your business.
Also begin implementing content marketing tactics to attract more of the same type of customer. You can use the information you’ve gathered to begin reaching your audience in a more deliberate manner.
Make the Most of Your Content (Integration)
How integrated is your content marketing? Do your Facebook posts support your opt-in? Does your blog support your downloadable content? To take your business to the next level, it’s important that your content marketing efforts are integrated.
The Heart of Integrated Content Marketing
Integrated content marketing means that you’re not only communicating a consistent brand and message with every piece of content that you create, you’re also taking your content goals into consideration and connecting those goals between your different content channels – from blog posts to downloads and everything in between.
Delivering a Consistent Message
Are your customers receiving a consistent message wherever they encounter your content? Consistency is a primary content challenge for businesses of all sizes. Regardless of the channel or format you’re using to connect with your audience, you want them to have the same experience. You want the same voice, personality, values, vision, and branding to come regardless of the format. For example, your email content should ideally have the same brand message as your eBooks.
A consistent message teaches your audience what to expect from you; it bonds them to you and helps create recognition, loyalty, and ultimately purchases and profits.
Are you using marketing tactics and channels where your audience hangs out? Perhaps you’ve identified that your audience primarily reads your blog, downloads your free monthly content and subscribes to your email. Integration means that each of these content marketing channels supports the others. For example, if your goal is to boost your website traffic to generate higher advertising premiums, then your blog posts, downloads and email content should all work together to motivate readers to visit your site more often.
Pulling It All Together
Take a look at your content marketing strategy. As you add new marketing channels to your strategy, make sure that they deliver a consistent message, support ongoing content marketing goals, and are supported by your other marketing channels. You can use technology to help facilitate the integration process. For example, your auto responder messages can be shared on social media. Your tweets can be scheduled via HootSuite and shared on Facebook. If your communications are consistent and your channels support one another, your message is strengthened. Your audience learn to trust you and to recognize you. It creates a stronger, more unified and more enjoyable customer experience.
Review your current marketing strategy and begin to make plans to add a new marketing channel. Just focus on one channel at a time. Plan how your new content will support your message, goals, and other content channels. Next time we’ll take a look at how you might add mobile content marketing to your strategy.
Mobile Content Marketing – What Is It and Is It for You?
More and more people are using their phones to access information online. The technology has advanced to the place where in addition to taking and sharing photographs, playing games, and interacting on social media; your audience may be reading and consuming content online. In fact, one of the largest growing areas of content marketing is mobile content marketing. Due to the nature of a smartphone, this tactic requires special attention.
Know Your Audience
The first and most important consideration when adding mobile content to your content marketing strategy is to have a clear understanding of your audience.
• Are they searching with smartphones?
• If so, what are they searching for?
• Do they buy products and services with their mobile devices?
• How much time do they spend on your site?
• What information do they access online? For example, do they prefer visual content or do they read blog posts?