In a previous blog, we discussed the importance of target marketing and reaching your audience. Your target audience is made up of your potential consumers, and your consumer base is a foundational component of your brand’s success. The main goal of creating a content marketing strategy is to use creative ways to develop content that will influence your users to engage with your brand. When designing your strategy, here are a few major details to pay attention to:
Define Your Goals
Every brand has specific goals they need to achieve to obtain success. Goals can vary depending on your business, but generally, your goals might look like this:
- increasing sales and revenue
- engaging with consumers via social media
- gain authority online amongst competitors
- increase website traffic.
Know Your Key Performance Indicators
After you’ve defined what your goals are, your next step is establishing your key performance indicators (KPIs). Your KPIs will help your brand in reaching goals by setting milestones to reach overtime. A common KPI for brands utilizing social media is getting a specific number of likes or comments on a content post; while the overall goal might be to increase your followers to a certain amount after your first quarter.
Utilize Social Media and Content Platforms
Most brands utilize social media platforms like Instagram and Twitter to connect with their followers and customers on a day to day basis. Consumers can contact or message brands directly and regularly engage with their published content. Often, users will share posts, photos, videos or links of their favourite brands, leading to a significant increase in audience exposure. Social media has also paved the way for a widely used form of marketing known as influencer marketing. Influencers across the world partner with brands as ambassadors, and utilize their followings to bring attention to the brand.
Discover Your Market
Market discovery is absolutely critical in any content marketing strategy and can be done with analytical tools on your social media profiles and Google’s website analytics. These tools can provide you with data on who visits your websites and social profiles, and how often; they can also provide demographic insights. Instagram, for example, provides users set up with a business account, demographic data on their audience’s age and gender as well as their general location. You can utilize your platforms to further discover your market with customer feedback and insights about the content you’re producing.
Conduct a Content Audit
Different brands across the world regularly utilize multiple forms of content. Blogs, videos, infographics, and photos are a few examples of the most popular types of content. Conducting a content audit will help you define which forms of content your consumers are engaging with the most. If you share a blog on your website, see which platforms drive the most traffic to it. If one of your social profiles isn’t seeing much content engagement, consider what may be lacking and how you can improve.