How to Build a Content Marketing Campaign to Boost Your Business?
Content marketing constitutes 90 percent among the B2C and 93 percent of B2B marketing campaigns, according to market research experts. Content marketing campaigns require a comprehensive base of knowledge, execution and preparation to succeed. Looking to start a marketing campaign from a scratch? By concentrating on the focus behind content marketing, you need to develop a corporate identity, build a holistic platform and establish the process of creating content which undergoes optimisation to yield positive outcomes.
The further progress of digital or online marketing, marketing content through campaigns are the next advancement in business related development, provided they are designed with care. Marketing via content is about creating blog posts, slideshows, videos, infographics, photos, webinars and extensive media for grabbing eyeballs and going beyond that to engage customers and create a strong linkage with the brand. At a still deeper level, marketing through content is all about developing meaningful and engaging relations with customers.
Traditional ad methods entice viewers to depict positive benefits, but fall short of understanding the aspirations and needs of customers through media that is value driven. To market content is to establish a means of interface that is the persona of your firm, demonstrating authority and connecting with customers on a worldwide base. Research indicates that 57 percent of the consumers in the buying journey, before taking sales into consideration, use content to address concerns, needs and questions. A majority of the marketing professionals who maintain company blogs find inbound marketing initiatives culminate in positive ROI.
#1 Choosing the Right Platform
The platform you choose will have its own strengths. This depends on the creative resources and available budget. As per the content marketing research, around 87 percent of the business marketing campaigns have a video linked component. In-person accounts and articles follow suit. Campaign design is based on specific resources, goals and strategy as well as self knowledge. A marketing campaign needs to have a focus. Without comprehending where your destination is, it is difficult to reach it. Marketing, inbound and/or more, will fail if it lacks a sense of direction. Before formulating the marketing campaign, laying the foundation is critical.
Each of the businesses are not similar when it comes to market position, brand perception and awareness or even available revenue. Positive associations are the critical goal here. Goals need to be well constructed that are specific, attainable, measurable, time bound and relevant.
#2 Defining your USP
Customers seek to know the human interest angle when it comes to understanding the personality of your company. This positioning is the unique value /unique selling proposition. It is the very thing that your business can provide, which others lack. While B2B enterprises need to acquire a role of authority and knowledge acting to attract firms, B2C companies need to focus their marketing efforts on the customer. This unique and distinctive value proposition forms the root of idea generation and brand positioning critical to effective marketing.
#3 Gathering Resources
Marketing through content costs cash. With blogs, man hours, videos and paid promotions in the blend, analysis has demonstrated that it yields 3 times more leads as compared to conventional advertising. The distribution of channels involved and the presence of resources work to the benefit of marketing via content. Knowledge equals resources, and content generation involves creativity too.
#4 Mind Over Matter: The Power Behind Intellectual Capital
It is the intellectual or human capital which refers to the depth of company or organisation’s knowledge base, when it comes to employees. The level of intellectual expertise possessed by the team can yield unique and specific content creation. As far as a B2B enterprise is concerned, intellectual capital has an inspirational force. Analysing complex situations and indicating solutions is the key here. For B2C companies, the collective consumer and workplace culture developed is the chief aim. Knowledge a team has with respect to the vertical and the ability to express this information in meaningful ways markets products and services through unique and innovative content.
#5 Networking to Leverage Your Connections
Another aspect through which blogs succeed is guest posts. Creative outlets such as podcasts, video series and webinars can benefit from names and talent within the vertical. Working to leverage professional connections can work wonders for marketing products and services through distinctive and creative content.
#6 Building the Social Media Base
Additionally, designing a campaign to boost your business also involves taking social media into the picture. Apart from blogs on the corporate/business website and key social media account/networks, the connectivity of having a comprehensive foundation to meet the preferences of the customer base is vastly beneficial. Blogs are critical to make content work.
Research shows that blogs boost web presence and can be established through platforms available offering visual customisation, forums for support and widgets for utility. A curated and well monitored social media account also offers consumers a chance to express themselves. Research has found that social media is one of the most centralised channels for customer contact and social media account holders are likely to purchase from brands they follow. Animated infographics, microsite eBooks and white papers are other ways to leverage content for a strong marketing impact.
#7 Creating, Engaging and Monitoring
Developing a creative engine is the next step. Focused on what your customers need, content needs to centre around key concepts of deep interest to the clients. Comment sections provide feedback on topics audiences need to cover as do other events in the industry. Consistently presenting quality content will result in audiences rewarding you for effort made.
#8 Analytics: Understanding the Numbers
Idea creation and monitoring through analytics are critical for understanding not just the audience but the market as well. Analytics offer the team a multitude of information from which insights can be drawn. This includes bounce rate, new visitor percentage, web traffic, time spent on the site and more. Advanced analytical techniques yield deeper and more meaningful insights.
#9 Sharing the Content, Joining the Conversation
Building a platform to share content is important. So is sharing it with the audience to enable meaningful interactive insights. Social media is one of the most content friendly and insightful tools to use. For example, Twitter permits frequent updates. Google Plus is perfect for blog teasers. Facebook is ideal for generating likes and initiating followers to gain awareness of your brand. Creative and logistics frameworks aside, resources need to be allocated to understand each platform to its complete potential. This ensures that content is presented and marketed correctly.
#10 Assembling the Team, Researching the Audience
Another critical point is that the campaign needs to be systematically implemented through a full fledged team. If the goal is to encourage readers to take action by signing up for newsletters, marketers need to track the people who would sign up. To understand the audience, purchasing patterns and online behaviours such as click through rates are very important. Knowing your audience determines a correct assessment of the mode of content to choose, for your marketing purposes. Crafting high quality content to target people one reaches is important.
#11 Measuring Through Metrics: The Evaluation Process
Creating and distributing the content and evaluating its effectiveness is just as vital. Evaluation can range from referral to social and direct traffic, new and returning visitors, shares the content receives and sales it generates. Measuring audience engagement is as important as taking stock of customer retention. The aim should be to know your brand and your audience. The campaign should focus on being the bridge between the two.