There's no denying that content is truly the king today. Gone are the days when consumers would actually consider buying from your based on your advertising. With the amount of information that's available at their fingertips today, they rarely fall for flashy ads.
So the only way in which you can truly draw them towards you is by providing value. This is where I've found that content marketing is beneficial. It can actually help you deliver value to your target audiences by providing information they need. Not only does it help to build your credibility but also boosts customer loyalty.
But what are the exact ingredients of a successful content marketing campaign? Let's take a look at what they are and how you can launch a killer content marketing campaign.
1. Pick quality over quantity.
In a survey by Content Marketing Institute, 85 percent of B2B marketers attributed their content marketing success to quality content creation. 77 percent of B2C marketers too, attributed their content marketing success to the same factor. These statistics clearly emphasize the importance of quality in your content marketing campaign.
Make sure that your content is appealing to your audiences and delivers value. It should include information that your audiences are likely to find valuable.
Visuals are a great way of making your content appealing. So make sure to include high-quality images or infographics. Data and statistics add credibility to your claims so don't forget to include them too. Also, ensure that the content is free from any spelling or grammatical mistakes.
2. Work on a content strategy.
A clearly documented content strategy is essential for the likelihood of your content marketing campaign success. 72 percent of B2B marketers and 71 percent of B2C marketers attribute their content marketing success to a well-crafted strategy.
Your content strategy should cover things such as:
The type of content - You can use a variety of content types such as blogs, newsletters, videos, podcasts, webinars, or even events. Much of the type of content you decide to use will be dependent on your budget. It should also be based on insights from your previous campaigns showing what was most effective. 79 percent of B2B marketers and 78 percent of B2C marketers use analytics tools for content creation.
The frequency of posting - You need to decide on how often your content will be posted. You also need to consider the days and times when posting is likely to be most effective. You can use the insights from some of your previous campaigns to decide, or use industry benchmarks.
Channels of distribution - The distribution channels you select should be the ones where you are most likely to find your audience. Most B2C marketers find email and Facebook to be most effective. While most B2B marketers find blogs and emails to be the most effective channels of content distribution.
3. Track your progress.
It is essential to measure the results of your content marketing campaign. When you compare them to your campaign goals, you will have a clear idea of how successful it is. Not only will this help you determine ROI but also help you make any adjustments for improvement if needed. You can also use insights from your campaign to plan your next content marketing campaign more efficiently.
As with any marketing campaign, proper planning is the key to ensuring the success of your content marketing campaign. By investing considerable time in planning before the start of your campaign, you actually set it up for success. Being unsure about your objectives, or your audiences is a recipe for disaster.
So spend time in audience research so that you can craft a compelling content strategy that's bound to be successful. What other steps do you generally take to ensure the success of your content marketing campaign? Let me know in the comments below.