Buyer persona: B2B, B2C
How do you market your brand? Well, you probably are familiar with the concept of content marketing, which we are going to discuss today. Content creation is one of the most popular approaches to digital marketing in the modern era.
So, what really is content marketing and how does it work?
The Content Marketing Institute defines this concept as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”
Like any other branding strategy, content marketing aims at fostering growth and generating more sales. Once your audience gets acquainted with your brand, they will not only buy your products but also recommend them to others. And they will not just come once—they will become your local, return customers. But you need to map out your goal to achieve this.
Follow the following 5 strategic steps:
#1 Keep It Consistent
Consistency is my Number 1 rule of thumb when it comes to success. Once you establish your niche, your customers want to keep enjoying the originality of your product. But that is boring, isn’t it? How do you keep your brand original even though it has been out there for years?
This past summer, I was chatting with one local small business owner who sells food products here in Canada. Their business flourished so much within three years that they honed impeccable reputation in the local community.
He mentioned to me how their customers complain when there is a change in the way they package their products. I was quite intrigued to hear that, but that is just what customers like to do. They like to stick with what they know and love.
How do you achieve consistency? You should give your brand a reputation and stick with it. If any change arises, account for it and keep your customers in the know so that you are on the same page.
#2 Use Clear Language
Creating content comes down to communication and language. Your business language should reflect your culture—your core values, ethics, vision, and mission. This will set the tone for your customer behavior and overall success results. Once people know what to expect from you, they will bond with you and what you have to offer.
Your communication strategy will play a big role when it comes to achieving this goal. Study your markets and audiences and give them what they need to know. Once you know your audience, it would be easier for you to engage them.
If you are struggling to promote your brand through creating curated content despite its central importance to your business success, you should consider hiring a specialist such as a content writer, content marketer, or content manager based on the need.
#3 Keep It Focused
When I started writing content for the web, I had lots of ideas. It felt like I had tons of topics to write about and I was so pumped about them all. I envisioned myself building my brand in literally no time due to the growth curve that I had in mind.
However, when I talked with my mentor, I figured out that I had to narrow down my scope and focus only on the things that I specialize in. This “helps to deliver quality and knowledgeable content for your customers, my mentor said.
Once you focus solely on your own products instead of vaguely describing your ideal niche, it does not take long for you to see the results. It might seem like your scope is limited, which really is the case, but this only works to your advantage because you will then have enough time to focus on what you should be delivering. Plus, high quality content comes from your area of specialization.
#4 Keep It Strategic
Be selective and professional. This is the core of curated content. Nobody knows your brand better than you. Create high quality content that adds value to your audience. What about the strategic aspect? This refers to what you would like to achieve. Are you simply educating your audience, or you would like them to engage with your brand also?
Assuming that you are looking to achieve both—keeping your customers in the know about your products and boosting the way they engage with them, strategy will help you to determine a successful execution plan, timeline, and frequency.
#5 Keep It Streamlined
When it comes to communicating with your audience, the best curated content is that which is simple. If you usually use a grandiloquent style in your content creation, consider using simple, bite-sized, or short paragraphs to help the reader quickly digest your message.
I have always loved the idea of simplifying product description, service delivery, and information exchange between a business and their customers. Why is this so crucial? Because it promotes instant conversions and quick engagement as people find it easy to interact with your brand.
Curated content creation is the art of mastering your audience and creating expert, focused, and strategic content for them. You should bear in mind that content marketing is not a last resort. It is, however, an approach that works for businesses—small, medium, as well as large enterprises. It also works for both individuals and teams.
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