Content marketing has been the term on everyone’s lips for the past two years. “Selling without sales talk”, “content marketing”, “supporting the customer throughout the purchase price” – the concepts and definitions are many. In this article, we go through seven basic steps for the company that wants to work purposefully with its content marketing.
So what exactly is content marketing?
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Think of the questions below as a warm-up:
- Why should my company do content marketing?
- Are we prepared to invest the time it takes before we can see dividends in the form of increasing sales figures?
- Are we prepared to familiarize ourselves with c to understand the effects of our actions?
- Do we have the time and competence to produce the blog posts, film clips, mailings or other communication required each week to become a resource for the target group?
Seven steps to get started with content marketing
1. Examine the target audience
- Join groups on Linkedin and Facebook where your areas are discussed. Be active, ask questions, what do people want to know?
- If you have subcontractors or resellers – ask them what problems and needs the target group has. Do their issues vary during the year?
2.Do your analysis of the world around you
Also, keep in mind that you increase the chances of collaboration if you know what the competitors are doing.
Use Tagboard to monitor relevant hashtags in your area. What are people talking about? Become an active part of the conversation.
3.Target the messages
Every buyer is surrounded by what we call influencers. What are they thinking about, those who influence the buyer?
- What do the children want to know when their old parents choose senior housing?
- Those who make the purchase decision regarding capital goods, who influences them and what do they want to know?
4.Understand the digital branding platform
- Go to the business plan. What were you focusing on when you designed it? A digital strategy is the extended arm of the business plan. The site is the mothership, the hub. The social channels are the satellites or spokes in the wheel, where most of the dialogue takes place, so that the traffic is then directed to the mothership where the offers are located.
- Look at what you have searched for when entering your site. Look at how long the visitors have been inside and how they move on the site. If the goal is to get them to the webshop, a landing page or some other page, make a goal in Analytics and you will get in black and white how you succeed with the traffic.
- Make sure the site is relevant to the visitor. Try Screaming frog to see what shortcomings you have in the SEO you can do yourself. Read about web text, title tag and description where I explain it in a basic way.
5.Skip the old sale
If you are going to work with content marketing, you need to get used to not selling in your blog posts. The consumer owns the dialogue, the communication is created by them and you in social media. Once they contact you, they have found out for themselves what they need. To be elected, you need to think “educate” and “help” instead of “sell”.
Read about Granngården, which in five years tripled the number of customer club members from 300,000 to 1,000,000.
6.It never ends
Imagine that you have supported the consumer throughout the purchase journey – from the unplanned googling to the completed purchase – what will be the next phase? Great that you have a satisfied customer, but how can the customer be even more satisfied? How do you get the customer to not only speak well of you but also encourage friends and acquaintances to buy from you?
I am a customer of Skurup’s optics. There’s nothing special about them, but they make me feel taken care of. When I have bought glasses, they call me and ask after two weeks how I feel about them and offer adjustments.
You can certainly come up with a way to extend customer satisfaction beyond the purchase in a way that suits your business.
7.Top of mind
- Work actively with visibility in the channels. Talk often about your topic and make sure that it is qualitative messages that the followers keep, not “offer on prime firewood in November” as an update, you can put that in an ad. Instead, talk about, for example, why it is important to store the wood in a certain way, what different shades of smoke mean, and so on.
- Share, help and highlight others without thinking about what you get out of it for your own gain. Connect people who can benefit from each other and offer your knowledge.