We’re a content agency. We love good, quality content. This is a given. We’ve written about content creation in the past but directed it toward the creators. This article will focus on why quality content is important for brands. First, if the content is helpful and insightful, customers will trust you and begin to view you as an expert in your field, according to Forbes. Second, ROI is very high for quality content. 88% of marketers are happy with their return on investment of content. Third, SEO will increase with the right key words to promote your brands website. Lastly, it helps your brand get new leads, especially if the content has a CTA placement. We could go on with a million reasons why good content marketing helps your business grow but we know you get the point by now. Let’s look at how your brand can go about having a good content marketing strategy.
All the same rules for creators apply for brands, except now you have a specific audience to keep in mind. This is where creating a buyer persona comes in handy. A buyer persona is created through research to make a clear picture of the person you want to market to. Think of them as a created character for a story that represents your whole group of target market audience. Here’s a handy tool to help you get started from HubSpot if you’re unsure of where to start with this. Second, your strategy should include goal setting. Use the SMART method to determine them. Now, you have to keep the buyer’s journey in mind. Where are they in their buying process? Is it awareness of the problem? Are they considering a solution (the consideration stage)? Or… are they in the decision-making stage where they’re aware of the solution and ready to solve? You want to make sure that you have content for each stage of your buyer’s journey. The format of the content must also be considered. Is it easy for your audience to view, read, etc.? This brings us to the last topic: the different types of content.
There are many different types of content to consider when creating. There’s content just like the one you are reading: a blog. There are social media posts and stories. Infographics with short bursts of information or GIF’s. Video content is king in today’s world but podcasts are also on the rise. Lastly, there are webinars/seminars for your viewers as well. Which type of content you choose will be brand specific. While all brands will benefit from social media posts and stories, it may not make sense for them to conduct webinars. The type of content that your brand chooses will also determine the style. Blogs and podcasts tend to be conversational whereas webinars and seminars are in more formal setting.
Whatever way you shake it, a quality content creation marketing strategy is key for your brand. Honestly, creating content is super fun, so with the right creative minds behind the work you cannot fail. Collaboration within your company when creating content will ensure its success. Having multiple sets of creative eyes and minds on each piece will make sure that what your team comes up with will be the absolute best through great communication and teamwork.
