When running a business one thing you will probably know all about is marketing.
But one thing you might not be as familiar with is content marketing. Information by Web Presence has some excellent resources on this topic. Read on to find out more.
What is content marketing?
It’s marketing that focuses on creating and sharing online material in the form of blogs, social media posts and videos that don’t overtly sell a product or service, but does stoke interest through information that is engaging to your ideal customer.
This is done to bring in both loyal and new customers as a way of increasing revenue, brand awareness and customer interaction.
Overall, content marketing refers to the creation and sharing of informational and entertaining content. This can be done in a range of formats. It is good to keep a range going to develop a good image for your business and help you appeal to not only new customers but also returning ones.
The flywheel
A great way of developing your content marketing strategy is through the flywheel. The basic principles of the flywheel are to attract, engage, delight and grow. The idea is that you as a company would look at what it is you can bring to potential customers as a way of engaging them and keeping them engaged to the point that they have a positive feeling of your company and so keep coming back. In a flywheel, the customer is at the central point of everything that a business does.
Define your roles, responsibilities and goals
Content marketing involves your whole company and the different roles of many different people, not just a designated marketing section. Therefore organising these resources is crucial to obtain the best return on investment.
Plan your content
Part of content marketing is keeping your strong brand image going. You must identify what your voice is as a business and how this voice is being portrayed to your customers.
Are you friendly and welcoming or serious and responsible?
Whatever it may be, it must be consistent. One great way to ensure you stay consistent with your image is to plan ahead. What videos will you release and when? Will there be one a week? One a month? Who is responsible for social media posts and what will they look like? What will the colours be that flow through every piece of content?
Social media is a great way of sharing content that highlights your business and what it can provide for customers. They are also easy platformsfor content creation as posts can be done on the go and in many different formats. This also has the benefit of being easily sharable.
The tone of voice and why it is important
Your tone of voice should be created by looking at internal preferences. Is your inspiration your workers, your CEO, or from other existing businesses?
It’s a good idea to keep in mind how you speak to your customers and how you want to speak to them as this is how the real voice of your company comes across.