You’d have to be living under a rock today not to have heard about the value of content marketing and using that content to drive traffic to your web site and to build trust and credibility for your business. But so much of the content I see doesn’t really seem to drive towards any kind of content marketing strategy.
When I talk about content marketing with my clients, they seem to understand the value, however, they frequently get caught up on what to write about. Quite frankly, I think we all make content too hard. Every one of us has a tremendous amount of content at our fingertips–it’s just a matter of organizing that content into a plan that has some thought around how this content can help your business. It’s time to build a content marketing strategy for your business.
Core Business Objectives
Start off by looking at what’s going on in your business. What are your core business objectives? You should be writing to content to support those core business objectives. Think about the products and services that you sell. What kind of content can you be writing to help your audience understand the kinds of problems that you solve with your products and services.
Your content should be written and organized in a way that it invites readers to explore your solutions. Rather than outwardly promoting your solutions, you want to demonstrate that you deliver a solution to the problem they’re trying to solve.
New Product Introduction
If you’re introducing a new product or service, you’ll want to prime the pump and write content to peak the interest of your audience. Use your content to demonstrate how what you do resolves the issues your typical client experiences. Use your content to demonstrate to your readers how they can do something better than the way they do it today.
With a new product or service, you’ll want to create content around that new service to show your audience how this solution is better than the alternative. Use your content to demonstrate why the concepts are relevant to your readers and teach them how to shop for whatever it is that you’re selling.
Content can also be used to increase your visibility and credibility to emerge as a thought leader in your industry. One of the ways to demonstrate that your credibility is to write about the latest trends and tools that are relevant to your industry. It’s hard to be considered relevant in an industry if no one knows you or what you stand for.
Content strategy is really about planning your content and when and how you’ll deliver it. You’ll want to take your content and map it to your business objectives so you can ensure it delivers new leads and revenue to your business. Plan your content around what it is that you want to accomplish and be sure it always includes valuable, educational and actionable information. That’s the way to deliver content that ultimately provides a real return on your investment.