How content marketing strategies can help you reach your audience

Lauren McLaren
How content marketing strategies can help you reach your audience

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Brand promotion is basically different from the promotion of a particular product. As this is not about sales, but about raising the company’s awareness. Therefore, the company’s major aim is to reach the target audience which will ultimately motivate them to buy their goods and services.

These days, largest brands such as Red Bull, Nike, Apple, and Google also take the benefit of top-class content for making effective marketing strategies.

As their goal is to establish not just commodity-money, but making friendly relations with customers to popularize their product, technology and gather users opinions. Moreover, using content marketing strategies also helps o find possible mistakes, miscalculations and correct them at the planning stage.

Let’s look at the best content marketing strategies that SEO specialists use that can help you reach your audience:

1.) Goals and objectives

All created content must clearly correspond to your brand goal. In the case of brand promotion, the goals may be:

  • Increase brand awareness in the target market. This could be achieved by increasing the number of clicks to the site by brand queries.
  • Increase traffic from organic search, direct lending, mailing or from social networks.
  • Increase the number of leads in the shape of calls, applications, alls to the online consultant, and subscribers to the newsletter.

After setting your business goals, you need to decide how you will measure the result. This can be the number by leads, conversion or by sale funnel. So, if you have not set a performance metric for your business, rethink it.

Next, specify the goals and add quantitative metrics by which you will evaluate the effectiveness of the campaign. For example:

  • Increase the number of clicks to the site by branded requests by 5 times
  • Increase traffic from organic by 350%
  • Increase the number of calls by 2 times

In addition, the importance of the time period should be given. Usually, an online strategy is developed for at least 1 year, but based on the specifics need of your business, this period can be shortened or extended.

Tip: Do not put yourself into the framework of goals and thinking about what content is needed to perform Key Performance Indicator (KPI). This can kill the creative process. So, if you have interesting ideas, consider how to use them to achieve goals.

2.) Target Audience

Content is not created for the sake of content only, remember it will be used by potential customers. So, before writing content you must clearly understand who are your customers, what they need and how you can help by useful contents marketing. Here are some key points that you keep in mind while targeting your audience:

  • Which page has content and in which market your information will be useful.
  • Are the texts on the site optimized? Correctly optimized?
  • Is your information is clear and accessible for the target audience or not? And whether it can provide an answer to the questions that arise?
  • How useful are the texts, interesting and unique in their meaning? Is the content duplicated and available on many other sites?
  • Are the texts relevant (matched) to the pages? If you write blogs, write more about your products and services.
  • If you are writing for a blog or news section, check how often they publish the latest content?
  • Do you distribute content on third-party sites then consider which mode will be more effective among social networks, YouTube, city portals, expert third-party blogs, partner sites, etc.?
  • What kind of feedback your material can give? For this, you can evaluate your web traffic and from where they came?
  • What type of content can attract your audience more like from articles, infographics, video reviews, interviews, cases?

3.) Analysis of Competitors

Today, there will be hardly any area where there is no competition (unless your product is unique). Surely, you know your business main competitors well.

Otherwise, a search among the top 20 in Google and other search engines can help you solve your problem. Therefore, to make a good strategy, considering 4-6 competitors are enough. You can analyze them in three key directions as follow:

  • Promotion channels: These can be your own resources like social networks, blogs, and many others. For them, you have to search for the best channel where you can find effective links that your competitor is using. You can also check the user’s search queries and backlinks by using various tools.
  • Content type: Before start writing your content, always consider what type of content, volume, format, and presentation they use to generate greater traffic.
  • Publications frequency: The frequency of publication is always vital. So, to check their publication by using graphs to draw better content plans.

Based on this analysis, you will have a complete picture of the industry, and you will be able to find unfilled niches. Perhaps competitors are not yet offering to download e-books or detailed manuals, or maybe they have not done online calculators or are not working with specialized media.

But, there are a lot of options and only careful analysis will make it possible to fill in the gaps.

4.) Types and Formats of Content

After setting your goal, you should know about your audience and competitors. It will help you to choose the right type and format of content among many options.

Let’s discuss the major three types with their purpose:

If the goal is to increase brand awareness…

In this case, your content should show your expertise in your field. But, be accessible to a wide range of people, not just those who already use your product and understand the essence of the issue.

Useful content can be in the following formats:

  • Video lessons
  • Success stories
  • Cases studies
  • Motivating content on social networks
  • Applied blog and articles
  • eBooks.

If the goal is to drive traffic…

In this case, focus on the content will be “insight” to build user connection with your brand.

Useful content can be in the following formats:

If the goal is to lead growth…

Content for the lead generation should illustrate the benefits of your product and contain a call to action.

Useful content can be in the following formats:

  • Product demos
  • Video reviews
  • Comparison tables with analogs
  • Reviews and experience using product leaders
  • Webinars
  • White papers and guides manuals

Tip: Do not try to cover everything at once. Try to consider resources and experience well while formulating content. For example, if you are just starting a business, you are unlikely to have successful cases, so focus and implement well what you can offer at the moment. Another example is if have a small company and you don’t have enough money to shoot cool branded videos.

Then, investing huge resources to make one super mobile is unproductive — just take an iPhone and make a video “for their office life” or something like that.

5.) Content Distribution Channels

After content creation, the time for content progress starts. Where and how to distribute your content that can cover a wider customer range. So, to deal with this, all content distribution channels are divided into 3 groups:

  • Own: These are self-controlled areas that cover your own website, groups in social networks, and YouTube channels. The traffic from these channels is free. Therefore, you can only incur costs for creating and editing content. This group also includes email marketing.
  • Attracted: If you create useful content, people start sharing it on social networks for free, quote, put backlinks, mention in videos. But, to viral your content on these channels, you must use valuable content in the form of infographics, cases and research results.
  • Paid: For the sake of some amount, many times third-party owners also post your materials or links. But, this method is more useful if you can predict your audience. Moreover, paid advertisement on a social network can also be attributed to paid channels.

Tip: Do not use any channel without testing them appropriately on various parameters like traffic, CTR, leads, and ROI.

6.) Content plan

This is the final stage for creating useful strategies. Many webmasters do not add this plan to their strategies, as they considered it on the initial stage of planning. But, it must be part of your content plan.

To create a content plan, you need to group keywords, topics and then sort them by category and promotion channels. After that, you should set a target time to complete your content, formulate headings, assign tasks to copywriters and assign responsibility.

A content plan is compiled for at least 1-2 months. Even better, if you manage to make a content plan for 6-12 months. This will make it possible to understand the scope of work, plan the required resources for creating “regular” content.

Summing up

Using appropriate content marketing strategy in promoting a brand is an important step for the organizations. It will be useful not only to marketers but also to the target audience. A well-formulated content is always helpful in attracting and engaging the customers and cover wider customer range in a short span.

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