Content is king. You’ve heard it before. But how does that saying actually stand up when you take a look at the data?
“Content is king!” No doubt you have heard this little pearl of wisdom from somebody after mentioning that you’re considering internet marketing for your business. While developing a solid content marketing strategy is important, it is not the only thing with which you need to concern yourself.
What is Content Marketing Anyway?
First things first. Let’s define what exactly we mean when we talk about content marketing. It’s important to recognize that it is not a one-time event, so don’t expect to “set it and forget it.” Rather, it is an ongoing process that will help increase the number of qualified leads your company receives.
At its core, content marketing is the process of creating and distributing content that your customer and prospects will find valuable. In light of this, all of your content should be geared toward your buyer persona.
But What Exactly is the Buyer Persona?
A buyer persona is essentially a character sketch of your best customer. Creating a buyer persona is the first step in developing a content marketing strategy. After all, you cannot create engaging content if you don’t know who you are creating it for.
Buyer personas consist of:
- Social media habits
- Life and career goals
- Any information that will affect the buying process
It is important to realize that your business may have more than one buyer persona, and that’s OK. As the demographic identifiers come in, you will start to see a pattern forming. Most likely, you’ll wind up with one main persona and a few secondary personas, all of whom you need to create content for – but obviously you want to focus on your main persona.
How Do I Attract Visitors?
Now that you have your buyer personas fleshed out, you need to start creating content that will attract these types of people to your website. The best content answers their questions or solves a problem they may have – in other words, it represents some kind of value to them.
Create a mix of blog posts, ebooks, videos, and webinars that will nurture your prospects through the buying process. Set up a separate landing page for each piece of content you create to capture your visitors’ contact information (at least names and email addresses).
The content you provide in the early stages of the buying process should be fairly general and offer information about your industry and product. After your prospects receive the first bit of content, you can send them an offer to download another piece that will feature your product and outline the benefits these potential customers can enjoy if they decide to buy.
Think of content as a train of breadcrumbs leading your prospects down a trail that ends with them buying your product or service.
What about Content Distribution?
Social media guru Gary Vaynerchuk likes to say that every business is now a media company because they all have to produce a continuous stream of content to “entertain” their customers and prospects.
Just like any media production company, you need a distribution channel for your content. After all, you can produce the best content ever, but if no one sees it, what good is it?
Use social media and email as your distribution channels. Each social media platform is geared toward certain types of content: Text works best with Twitter and LinkedIn, while photos and video are better on Facebook and Instagram. Push the proper type of content to the most receptive platform.
Certainly, content is king, but distribution is queen. Use these together to supercharge your online marketing efforts.