The secret to successful content marketing is not just having great content, specifically designed for a target audience. It’s about having content marketing that is aligned to your business goals. Your blogs, newsletters, email marketing or podcasts all need to fit into the bigger picture of what you are trying to achieve – without a strategic framework, you won’t get the most out of your hard work and efforts.
The types of goals are obviously dependent on your business and audience and what it is you are trying to achieve. An obvious goal would be to build trust and a relationship with your audience. With interesting, valuable content, your audience will trust you and be comfortable knowing that you know your stuff. Maintaining that relationship, once forged, is pretty obvious too.
Attracting new prospects is another marketing goal – the only way you’re going to do that is create content that is remarkable. The type of content that stands out from the rest, gets shared on social media and starts conversations. To keep your business healthy, you need a constant supply of new prospects.
Solve problems – the most successful businesses survive because they provide solutions to problems. Using webinars or Q&A sessions can bring you this information, or your audience may submit questions through blogs comments or by email. By understanding your audience and their problems, you’ll be able to tailor your content accordingly. Your audience will love you for it.
Focus on your customers’ objections – why they don’t want your product or service – and write content that addresses those concerns. Creatively resolving objections in content will convert customers quicker.
Try out new ideas – using your content to test the waters is an inexpensive way to gauge results. Whether it be a new product, repositioning your key product or offering an unusual service, the feedback you will get from your audience will lead you in the right direction.
Lastly, build your reputation with search engines. Search engines are looking for content that is valuable to their users – so creating that kind of content is ideal. SEO optimization in your highly readable content will get it to rank well in search engines, as well as be shared and score links.