• Howard Wolpoff

4 Reasons You Need A Content Marketing Strategy

4 Reasons You Need A Content Marketing Strategy

A content marketing strategy is critical for implementing a successful online marketing campaign. A well-developed plan can boost your digital marketing and take your business, or your own brand, to a new level. It is worth investing the time to develop and map out your content strategy.

Sources say that your brain will retain only 10% of the information you heard three days ago. But if the same piece of information is presented as a visual, in three days’ time, your brain will still remember a whopping 65% of it. This is because we live in a visual world

According to researched complied by 3M, the corporation behind Post-it Notes, visuals are processed 60,000 times faster than text, which means you can paint a picture for your audience much faster with an actual picture. It’s no surprise then that HubSpot’s social-media scientist Dan Zarrella found tweets with images are 94% more likely to be retweeted than tweets without.

Visual content in your marketing has become so important because it’s proven to beat text only content time and time again. That holds true for social media posts, Facebook advertising, websites and presentations. But the rules are changing as consumers become savvier.

Which is why I present:

4 Reasons You Need A Content Marketing Strategy

To Create A Strong Brand Identity

A definition of Brand Identity is "the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services". Today, with our heavy focus on digital, the strongest method of creating brand awareness is with good content that can be shared across multiple social platforms. This content should be strategically planned and designed to promote your business, or yourself, as an engaging, informative and responsive brand. With a clear well planned content marketing strategy, you can drive traffic to your website.

Branding has the power to improve the value of your business, improve visibility, build a trust between your customers, and motivate your employees.

Here are quick stats that will prove the overwhelming value of branding. Take a look:

  • 90% of consumers expect the customer experience to be consistent across all channels and devices used to interact with brands.

  • 48% of consumers said that a brand can gain their loyalty during their first purchase.

  • 91% of consumers want the brands they follow to be authentic in their social media posts

  • 72% of marketers think that branded content is more effective than magazine advertisements, 69% say it's superior to direct mail and PR.

  • According to a study by social media branding firm, BRANDfog, 82% of respondents trust a company more if it has a good presence on social media.

  • A brand is the one thing that you can own that no one can take away from you.

To Identify Specific and Measurable Goals

A key component is to define our goals. SMART is acronym for the criteria to guide in the setting of objectives. Ideally speaking, each objective should be:

Specific - target a specific area for improvement.

Measurable - quantify or at least suggest an indicator of progress.

Agreed upon - specify who will do it.

Realistic - state what results can realistically be achieved, given available resources.

Time-related - specify when the result(s) can be achieved.

Research consistently shows that strategic goal-setting begets better performance. In 2002, professors Locke and Latham, two of the best known academics on goal-setting, wrote an article in American Psychologist summarizing 35 years of research. Among their findings were:

  • Setting specific, difficult goals consistently leads to higher performance than just urging people to do their best.

  • High goals generate greater effort than low goals.

  • Whether the goal is set by mutual agreement or by the boss alone doesn't make a big difference in goal achievement.

If you want your business to benefit from the vast audience available in the social media and online world you need to develop specific goals. Without goals it is impossible to measure your marketing efforts.

Establish A Clear Content Direction for Your Audience

Online marketing is not only about creating great content that meets the needs of your target audience, but also about creating content that entertaining, educational and informative.

A content marketing strategy should include goals that ensure you are meeting a variety of consumer needs.

Who's the target audience for this content? For how many audiences are you creating content? Just as your business might have more than one type of customer, your content strategy can cater to more than one type of reader or viewer. Only sharing your product posts or the last memo that landed in your in-box will not get your website or social sites the traffic you are hoping for.

Using a variety of content types and channels will help you deliver different content to each type of audience you have in mind and engage everyone your company does business with.

Ideally, your product or service solves a problem you know your audience has. Additionally, your content educates your audience through this problem as they begin to identify and address it.

Your content reinforces solutions you are offering and makes your customers more qualified users of your product.

Content that is seen as selling content or often referred to as push marketing has limited success in an effective online marketing strategy. Marketers today have to think out of the box and use a variety content to drive brand awareness.

To Track and Analyze Patterns and Results

How do you know how your online marketing is working if you don’t have clear methods in place to analyze the results of your time and effort? You must evaluate, on a regular basis, the data available. Use the tools available to you: Google Analytics each social site platform measurement utilities.

A content marketing strategy requires regular measurements to fulfill different business goals. Tracking the results across channels is imperative. The information that you collect will assist you in determining you next move.

Data will help answer any questions. Here are just a few:

  • What changes and improvements can be made?

  • How many impressions are you receiving?

  • What social site platforms are the most successful for your marketing?

  • Are you allocating your resources effectively?

  • Is your target market engaging with your brand?

  • Has your online marketing increased traffic to your website?

  • Have you seen a return on Investment (ROI) as a result?

These, and other questions will help you judge the success of your campaigns and efforts.

Developing a comprehensive content marketing strategy is an important step in the right direction. The time spent in planning will lead to positive outcomes and improve your brand awareness.

#contentmarketing #strategy #marketing #socialmedia

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