The most effective marketing strategies create a positive relationship between your brand or business offering and the people interacting with it. This is known as ‘brand loyalty’ and it forms part of the ‘brand audit’ process. As a content marketer, one key element of establishing brand loyalty is ensuring that the content you create is of a high quality and provides value to your target audience. If you want to rank better in search for your clients’ key terms, here are 10 ways to use content marketing to achieve that
1. Create compelling content that is easy to consume.
To begin with, take some time to consider the kind of content people are using to find your product or service. If your aim is to engage with potential customers and build a long-term relationship, then you need to create content that is easy to understand and memorable. Your products and services should be described in such a way that makes them understandable to anyone who is encountering them for the first time. If the content you are producing doesn’t offer any value or is too difficult for the average person to comprehend, then it is probably not going to encourage them to become brand loyalists – or at least not to the same extent as content that is more easily digestible.
2. Find the right tone of voice.
When someone is searching for your product or service, they are most likely looking for content that is relevant to them. To achieve this, you should look to establish a consistent tone of voice throughout your content. Whether you are blogging, creating emails or social media posts, keeping the same pace and tone is going to help bring consistency and credibility to your content. As you build more content over time, you should strive to adopt a mature tone of voice that is free of any ‘clickbait’ or sensationalism.
3. Create content for every stage of the buyer’s journey.
To begin with, you should create content to establish and grow your brand. Once you have done this successfully, you can move on to the next stage of the buyer’s journey and begin to create content that is more specifically aimed at influencing a decision. The idea is to create a steady stream of value that draws the reader deeper into the fold. When you have mastered this stage, you can begin to diversify your content creation and engage with your audience on a deeper level using various media channels.
4. Measure the success of your content marketing campaign.
Content marketing is all about establishing and building a relationship with your audience, so it’s essential to measure the success of your efforts. One way of doing this is by looking at the ‘organic reach’ of your content. ‘Organic reach’ refers to the total number of website visitors who have been exposed to your content without the use of paid advertising. The primary goal of your content strategy is to drive as many organic reaches as possible and, in turn, grow your business. You can use free tools like Google Analytics to track the success of your content marketing campaign and determine the ideal content types for future campaigns. If you want to learn more, I recommend a free course from HubSpot, which covers all of this in depth and much more. Keep in mind: the more you put out there, the more you will get back.
5. Create content that allows for more interaction.
To create effective content that draws in and retains a diverse group of customers, you need to consider the role of entertainment versus education. If you are interested in using content to grow your business, then you should look to create content that encourages interaction, participation and sharing. Interactions such as these form the building blocks of social media platforms like Twitter and Facebook.
6. Measure the return on investment for your content creation.
It is important to measure the return on investment for any strategic marketing initiative. This forms part of the ‘brand audit’ process and it allows you to consider the financial as well as the intangible aspects of your content marketing strategy. One way of measuring the return on investment of your content is to track the growth of your brand. To establish a solid base line, you should measure the growth of your brand before you begin your content marketing campaign and then track its progress throughout the life of the campaign. If you want to learn more, here are some useful tips on how to do this effectively.
7. Create unique content that is worth sharing.
To create content that is worth sharing, you need to consider the audience you are targeting and what they might value. If you want to rank for the term ‘green tea’, then you should look to create content that is relevant to people searching for ‘green tea’ as well as those searching for ‘tea’ or ‘matcha tea’. Once you have established a good base line with a handful of key terms, you can add more value by creating content for other phrases and keywords that are generating traffic and leads for your business.
8. Use digital directories to get the word out.
To quickly and easily find content that is relevant to your target audience, you can take advantage of digital directories. These are databases of relevant content that have been curated by experienced digital marketers. Using digital directories to find content is generally considered to be an effective form of content marketing. Once you have found content that is relevant to your target audience, you can use this to establish a small piece of content (a blog post, for example) that you can curate and share on your social media channels.
9. Syndicate your content across multiple platforms.
To further expand the reach of your content, you can consider syndicating your content across different platforms. To do this, you need to establish a presence on multiple platforms (known as ‘multichannel’) and make connections with other content creators on these platforms. The more connections you have, the greater the chance that your content will be picked up by others who have a similar audience and the greater the chance that your content will be syndicated to more platforms.
10. Measure the success of your content marketing campaign.
To measure the success of your content marketing campaign, you can look to see how many leads and sales you have generated as a result of the content you have created. If you are looking for a tool to help you with this, consider using a CRM (Customer Relationship Management) tool. These tools can help you keep track of your leads and potential customers, as well as follow up and engage with them on a more personal level. Having a clear view of your content marketing strategy and how you are tracking the results of your efforts is vital to ensure that you continue to grow and develop your business.