Content Marketing Tips & Guidelines
Today’s customer, whether in a B2B or B2C setting, wants information. Not only does your prospective customer want information, but they want to know your brand, what you stand for, and crave value-added content that impacts their lives.
At the heart of everything you do should be your customer. Especially when it comes to content. Who is your customer? Where do they gather their information? What matters to them? What type of entertainment do they seek out? Ask yourself these questions when creating your content plan. Below, we cover 4 steps to create a compelling content strategy that will resonate with your customer base.
You Guessed it . . .Review Your Customer Persona
We will continue to always re-emphasize this point wherever possible. Start with your customer. Identify how many segments you have, build personas for each, and understand them. How can you create content without knowing what your customer looks for or where they find information? Also, what type of content appeals to them? This can be an array of messaging and styles that can unleash your creativity to the point where you actually have fun making content for your customer. This is of vital importance as the more you are engaged, the more authentic you are perceived, and your audience will engage with you and your brand further.
Do you have a large whiteboard? Use it. Get your team together and brainstorm what matters to your customer. Are they interested in exercise, time management, professional advancement, and cooking? Write it down. But to start, first understand where this customer is at in their life, what they are looking for, what points of stress or friction they face, and what they like to do for fun. Begin here, then it becomes easier to brainstorm each main topic and build from there.
Identify 4-6 Key Topics That Matter in Your Customer’s Lives
Once you have completely filled a large whiteboard or two, now circle 4-6 main topics that you feel will resonate most with your customer. An example of this can be fitness, work/life balance, fashion, nutrition, travel, etc. These are main categories that will make it much easier for you to add 5-10 topics to each. Be sure that the categories align with your brand and offering, and that you or someone on your team is willing, able, and passionate about each category. This will make your content production process a joy instead of a pain, while enhancing your authenticity and authority on each subject matter.
Branch Out & Plan Out
After you have 4-6 categories that align your brand and personnel to your customer, you can then start brainstorming each category to build a topic list for each. Try to get to at least 10 each that you and your team feel good about. If you have 5 main categories, that is 50 content ideas that you now have – essentially a full year of video and article ideas. Branch out on each category, identify the top ideas for each one, and simply start planning out your content in a calendar. Now you have a fully vetted content plan to provide your team to utilize in SEO, social, and SEM. Content is the first step to arming your digital marketing team with assets.
We are here to help guide you during this process and can offer our expertise as you look for options for a marketing service provider. If you have any questions, please contact us at firstname.lastname@example.org. We can help you with your marketing needs and start growing your brand, your company to new heights.