Online Content Marketing Strategy
As modern marketers, we are well aware that content is King. However, deciding what content to create and how to distribute that content to increases conversion rates is what leaves many marketers baffled. Every day there are over 27,000,000 pieces of content being shared, (Nielson) making it imperative to have a content marketing strategy in place to help your message break through the noise. Follow these three simple steps to start creating an online content marketing strategy.
- Identify Buyer Persona - By interviewing your internal teams and customers (satisfied and unsatisfied) you can begin developing idealized representations of your audience; otherwise known as buyer personas. These representations, paired with well documented goals and content assessment technologies (i.e. Captora), will provide insights that allow you to better understand your audience. An understanding of your audience and how your content can attract them, educate them, or alleviate pain points, is crucial to developing a content marketing strategy.
- Integrate Digital Marketing Solutions - Modern marketers are now responsible for fueling ROI and a larger percentage of the sales pipeline. This is why having integrated digital marketing solutions (from your marketing automation platforms to your CRM's) is a necessary step in developing a content marketing strategy. This process will help you to reduce costs as you allocate all your efforts into one platform (platforms such as Captora are helping companies integrate their digital marketing solutions). Furthermore, this process will enable you to seamlessly track your digital marketing programs, nurture and score leads and alert sales when those leads become qualified.
- Align Content to Buyer Journey - The next step in developing an effective online content marketing strategy is aligning content to certain parts of the buyer journey. For example, at the early stage your content should be primarily concerned with educating the consumer about the industry. Typically, this is done via ebooks, white papers, webinars, etc. In the middle stage consumers have expressed some level of interest and have downloaded your content in exchange for contact information. This is where you reap the rewards for integrating your digital marketing platforms. As these leads become scored you can begin sending them nurturing content that helps lead them through the journey. In the late stage, the leads have become qualified, and are now ready to be contacted for demos, so your content can be more product related and promotional.
Keep in mind, the keys to developing an effective content marketing strategy is understanding your audience, integrating your digital marketing solutions, and aligning your content to the buyer journey. For information on creating an online content marketing strategy download our Ebook!
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