Content marketing isn't merely a term but a game changer that in no time transformed the face of digital marketing. Nowadays, when brand are consistently looking at the ways to influence and engage their audience and earn brand advocates, content marketing seems the only way to get the deal done. Like other marketing tools, content marketing too has a major goal to achieve.
The goal is to turn visitors into buyers. However, it differs with other marketing tactics at one point; it doesn't bring increased revenue, rather builds a path for that. It's more likely focused on delivering information and educating the people. However, brands leverage content marketing for their own purpose, that's not necessarily the revenue in every case.
Define The Goal Of Your Content Marketing Campaign
Content marketing is all about creating subtle and solid content around the topics that matter to your users. There are users, who want to know more about your brand, product and service. If your content is successful at delivering the right information at right place and on the right time, your content marketing is definitely on the right track.
I am listing here the key objectives of a content marketing campaign that should be defined before the final launch of the campaign. However, it's up to the brands to choose one, since, they deal in different business domains.
1. Content Marketing for Branding
A brand isn't just about the logo, name and a tagline, it's about a perception people have for a brand. A recent study posted on the Huffingtonpost revealed the following-
- Nearly 90 percent of online consumers want to know about the brands through content shared online.
- Nearly 70 percent online buyers want to know about the brand via sponsored articles.
A great and easily recognizable content builds a solid brand voice. A brand voice is the way in which a brand delivers its messages to the audience. The entire digital marketing framework is getting content-centric. That means, merely writing articles and posts isn't enough. You should write content that connects audience, send the brand message and relates to the brand's core idea. While producing the content for a particular brand, keep its default tone and style in place.
Having an idea that who are the people/ audience your content is going to address is crucial while branding. Here key questions to answer are:
- Who are your ideal customers, male or female?
- What's the age group they belong to?
- What's the type of content they will consume?
2. Content Marketing for Audience Engagement
A good content without audience has no value. Until you're appreciated or condemned for what you've written, how can you decide the worth of your content? That's why you need educated, informed and targeted audience to read your content. Though, it's quite complex to keep quality audience engaged to your blog, you may try the following to make it happen.
Offer value to your readers
Don't know where to start? Remember a rocking content idea- "help others with information". Write content that delivers value to your readers and engage them. Though, it's up to you to choose a subject that relates to your audience. See below the topic ideas that could bring more readers to your post.
--Write an e-book comprising solution of a complicated subject in a given order. An e-book on 'SEO for an e-commerce startup' will allure huge audiences who just have started their e-commerce store.
--Cover a how-to topic in detail. Tell your readers how to accomplish a specific task in a step-by-step manner. For an instance: 'How to delete cache and browsing history in Firefox' will gain quick readership among those who are new to the web surfing.
--Besides technology, you can write on something that could help people improve their life style. A topic like 'Anger Management' could do wonders.
People are selective about what they read online. So, don't trick them with fluff content. Remember: A content piece without purpose is of no value.
3.Content Marketing for Driving Traffic
If a reader is convinced of what you said, he starts following you. This is the biggest benefit of engaging your audience with your content. Getting traffic on the website is the key focus of every website. Traffic is an outcome of audience engagement that you bring to your website. If you have plans to sell product/ services via the website, it's crucial to get more targeted buyers to your website.
Content marketing for engagement is quite distinct from content marketing for traffic. Imagine a leading newspaper that publishes striking stories online to engage more readers. And imagine a blog post that navigates its readers to an online portal for shopping. In both the cases, traffic is important, but the purpose is quite unique.