Develop a Content Marketing Strategy
Once you’ve selected the right social technologies to leverage, the next thing you need to do is develop a content marketing strategy. Determine what type of information you will communicate to your audience, the frequency of your communication and how you will respond to inquiries coming in.
Content is critical to the success of your social media strategy. People will follow, connect with and subscribe to organisations that provide valuable content on a regular basis. They will interact with your company when they feel provoked to engage with your brand.
Therefore, regardless of the channels you use to interact with your audience, you need to have content defined and scheduled. Keep in mind that your content must flow with your overall objectives, brand personality and organisational voice.
Evaluate Existing Content and Re-purpose
Take a look at your existing resources. Perhaps you currently have some articles, whitepapers or reports that can be repurposed. As long as the information is relevant, recent and beneficial to the public, you can easily include it in your content marketing strategy. Avoid using content from your website or sales materials. Website content is already online and is likely stagnant. Content from your marketing brochures will probably be too sales focused, which will deter your audience. Remember: content marketing is about education -so no hard selling.
Brainstorm Topic Ideas and Create New Content
More than likely, new content must be created, which starts with a brainstorming session on potential topic ideas that would best resonate with your audience. To get the creative juices flowing, ask yourself the following questions.
- What are the features and benefits of my product / service?
- What are some challenges that customers experience with my product / service?
- What are some commonly asked questions that I receive from my customers?
The answers to these questions will produce topic ideas for your content. For example, let’s say you operate a hair salon. Below are potential topics based on answers to the above questions:
- Top 5 reasons to freshen your hairstyle this season
- Hair cutting tips to suit your face shape
- How to style your hair like a professional stylist
That’s just scratching the surface. Several other topics could emerge as your marketing team brainstorms other content ideas that will help your consumers. The key is to help them solve a problem, clarify confusion or answer a question they may have.
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