The phrase “content marketing”is a business buzzword -and rightfully so! It is one of the most critical components of attracting and retaining customers. However, many companies do not understand content marketing – they think it is all about creating Facebook, Twitter, and blog posts and then calling it a day.
That definition of content marketing will not bring any results. Instead, it results in wasted hours and money for your business.
What are your goals?
Before you even begin developing a content strategy for your business, you need to know what you want to get out of it. Ask yourself what your end goals are.
Here are some goals of a typical content strategy:
- Create brand awareness among existing and potential customers
- Attract new leads and convert them into customers
- Get feedback from your customers to know how to improve your offerings
- Make your customers long-term buyers
- Increase your revenue
As you will see, attracting new customers is only one part of the content marketing strategy. It is more than just “inbound marketing.”You want to keep doing whatever it takes to get new customers, while creating a loyal base that will drive your bottom line.
What are your channels?
Most companies, who have turned from pure SEO companies to content companies, do not know what a good content strategy is all about. They want to keep doing the same things like targeting keywords and publishing articles.
In other words, they do not look beyond the most common and convenient media channel in order to create awareness. Good content marketing services on the other hand focus on the core goals mentioned above, while using all the channels available to them to do so.
- Social Media Interactions
- PR posts
You may consider many of the above to be obsolete, but they are still a viable way of marketing. People still read magazines and newspapers. If your customers are primarily other businesses, email is the most valuable marketing tool at your disposal.