Most probably by now you have heard about content marketing or have a basic understanding of how it works and how powerful it can be. Although if you are completely new to this then Content Marketing Institute, defines is as
“Content marketing is 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.”
If you aspire to grow your brand in an authentic and meaningful way, a tailored content marketing plan can help you reach your goals. Especially since its key characteristic is being valuable. If you create a piece of content that your audience will enjoy consuming, then it can be considered as content marketing. For instance, if people seek it out rather than avoid then you’ve got it right. One of the most popular and most successful cases of content marketing that we could see last year was Spotify-wrapped playlists. Spotify users receive a year-end roundup of all the music they’ve listened to. The roundup is broken down into genres, years, artists, and more, and is displayed with fun and colourful graphics. Including similar actions in your content marketing plan will provide your audience with a personalised experience that can directly help you promote your platform or services when users decide to share it on their social media.
A right content marketing plan isn’t about selling, it is about telling stories that will eventually lead to increased sales. Your audience, customers, and leads want valuable content from your business. Tailored content marketing plans will ultimately allow your brand to share its values and will inform your audience about your business mission. When your brand manages to connect with your audience’s emotions, it really pays off. In the end, is not purely the product they buy but the feeling that it carries along.
Blog posts – An effective content marketing plan needs to include blogging. Not only is it a great way to build brand awareness and increase engagement with your customers, but it can also help you with your SEO positioning.
Infographics – That type of content resonates particularly well with the audience as is an engaging and easy-to-digest type of visual. As they mostly prioritise condensed bullet points and numbers over long-form content, it takes less time for your audience to interact with them.
Videos – With the rise of the popularity of short video content, it became inevitable to not have them in your content marketing plan. Moreover, 48% of customers rely on videos to reflect what they are interested in.
Case Studies – Not only can you easily showcase your company expertise and position yourself as an expert, but your audience will also gain a great understanding of how your company works and what outcomes they can expect from working with you.
Podcasting – You may think that your business is not right for podcasting but you could be surprised by how easily you can gain active listeners. Podcasting is undoubtedly one of the most entertaining areas of the content marketing plan. While many podcasts are created for purely entertainment purposes, business-focused ones tend to perform equally well.
User-generated content – Including user-generated content in your content marketing plan is a great way to establish trust between your audience and your brand. It effectively encourages other customers to interact with your content and thus expands your reach. More importantly, users tend to trust user-generated content more than brands, in fact, 93% of marketers agree that consumers trust content created by customers more than content created by brands. Therefore it is an effective way to strengthen the trust between your brand and your audience.
With an effective content marketing plan, you can reach your target audience and increase conversions. Crafting a tailored strategy is an essential element of improving your marketing activities. Every business is unique, thus including bespoke content that will showcase why your audience should become your prospects needs to be central for every online activity. Applying these engaging content strategies to your marketing content plan will captivate your target audience and turn objectives into tangible outcomes.
Our talented team of designers, social media specialists, and content creators know how to create research-driven and engaging content to grow a trusted target audience. If you are looking for a marketing agency that will help you present your organisation as a knowledgeable and approachable source, get in touch with us today and we can craft a bespoke content marketing plan for your business.