What to Consider When Developing a Content Marketing Strategy
Different than invasive and borderline stalker-ish social media ads (seriously, I swear Facebook is listening to conversations) that follow you through the world wide web, content marketing is intended to draw your audience in through storytelling.
This tactic is defined by the Content Marketing Institute – yes, that’s a thing – as “…a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
The Value of a Content Marketing Strategy
From a financial standpoint, content marketing makes a lot of sense. It costs 62 percent less than outbound marketing and generates three times as many leads, according to Demand Metric.
Companies and brands have added content strategy to their marketing plans to:
- Leverage its expertise by providing thought leadership or commenting on current
- Reach targeted audiences through multiple channels
- Build relationships with current and prospective consumers to grow and generate leads
Apart from supporting business development, content marketing can also be beneficial for an organization’s digital presence, brand awareness and search engine optimization, which leads us to BIG YAM client Trelevate.
Exhibit A: Developing Trelevate’s Content Marketing Strategy
A national leader in providing elite-trained outsourced sales teams, Trelevate has helped create more than $100 million in revenue for clients while aiding in cost reductions, time savings and ROI with its outsourced sales teams. Shameless plug, check out four reasons why companies should consider shifting to outsourced sales in 2018.
BIG YAM developed a comprehensive content marketing plan to help the company achieve the following initiatives:
- Assist with the business’ search engine optimization
- Help grow its talent database
- Increase lead generation
- Improve overall brand awareness
If you’re looking to create and implement a content marketing strategy of your own and don’t know where to begin, follow along from an agency perspective. Here are a couple things we considered when developing the content marketing plan for Trelevate.
#1 The Audience
In order for a content marketing strategy to be successful, it is crucial to understand who will be reading, watching and engaging with the content. It’s crucial to not only have a target audience who you would like to reach, but it’s equally imperative to consider the audience’s wants and needs.
Working alongside Trelevate, BIG YAM determined the need to reach the following audiences:
- Prospective clients
- Prospective team members
We then dove into each audience’s needs and personality to further define them. This helped to determine the types of content we needed to create.
- Who are they?
- What questions/problems do they currently have, questions they have for Trelevate and how can Trelevate provide solutions?
- How does each audience feel?
For example, here are the specific questions we asked about their Prospective Client audience:
- Who are they: Companies just coming into a market, those who don’t have a sales team or organizations struggling to retain a sales team.
- Their questions: How can I quickly deploy a sales team? Will I have enough people to launch this product/service? Who can I trust to help successfully enter a new market?
- How they feel: I want to beat my competition and crush our sales goals, but I’m not sure how to do it with few resources.
Having a firm grasp of who you are creating content for and what types of answers and solutions they’re looking for in content will be the foundation of a content marketing plan. With this base, you can then move forward with the process of delivering content, from creation to implementation.
#2 The Process
Once you have an understanding of your key audiences, now it is time to get in front of their eyeballs. Content marketing is widely successful due to the ability to cater messaging and delivery across several formats. The most popular delivery mediums include:
- Social Media
Whatever channel you select, content should be engaging, thought-provoking and support a brand’s key messages and voice. Editorial calendars of industry publications, industry trends or common consumer FAQs are all great starting point when crafting content.
Success will greatly depend on key objectives and target audiences. It’s important to take these into consideration and select the best medium for an audience.
BIG YAM developed blogs to educate Trelevate’s target audiences about on-demand sales. We highlighted the company’s expertise in the industry to showcase its successful business model. Our main goal was to generate positive word-of-mouth chatter. This initiative allowed Trelevate to implement key search terms in content to support SEO initiatives and assist with lead generation.
#3 The Manual Labor
Great content marketing gives a brand the opportunity to reach its targeted audiences in an authentic, consistent manner across several channels. Currently, 62 percent of companies outsource content marketing, while nearly 90 percent utilizing a form of content marketing as part of an integrated marketing plan.
If you’re ready to implement a content marketing strategy, contact the BIG YAM. Our team of thought leaders – armed with years of experience in strategic marketing initiatives – is ready to help.