Content marketing guide points to discuss

Open up the search engine, type any word in the search bar, and click search.

Bang!

And you will find millions of search results.

The results will include blog posts, articles, videos, images, infographics, etc.

What are they?

I heard you saying: Content. And you are right!

Content is everywhere, and marketers know it.

That’s what makes content marketing the topmost priority of most businesses and marketers.

which marketing discipline do you plan to devote the most time to in 2020

Source: Databox

So if you hear content is king in the digital world… believe it.

It really is the king with an exponential power to make or break your business.

That makes content marketing essential for your business growth.

Because:

“Content marketing is all about creating, publishing, and promoting content strategically to achieve business goals.”

So as the world of the internet is run by content, once you learn the art of creating the perfect content marketing world – right from content creation, publication to promotion – you become unstoppable.

Yes, that’s what epic content marketing does, and that’s what we all businesses are looking for.

But here is a thing:

 

Why is Content Marketing Important?

What are the business goals of companies?

To…

  • Enhance customer engagement
  • Develop brand awareness
  • Expand customer base
  • Build brand loyalty
  • Generate more revenue

brand marketers top priority chart image

Source: Marketingcharts

An effective content marketing strategy can do all for you.

Though content marketing is not a new phenomenon, it has been around for a long time.

But now it has taken a new approach and form that separates it from the traditional advertisement.

The old heydays of traditional media are fading into the limelight of the internet.

People’s media consumption patterns have changed, and they don’t like the typical advertisements that they know are selling them.

Moreover, their attention span has reached its worst low.

In this turbulent situation:

Content marketing is the savior of businesses.

The reason is simple:

It reaches out to the potential audience base with a storytelling approach to provide value, information, and entertainment through useful and relevant content that solves their problems.

It doesn’t go straight out saying: Bring your money out of your pocket and buy this product.

It informs and educates audiences and tells them why they need this product and how it can change their life.

In other words, it offers easy solutions to people’s needs.

That’s why 60% of people read a blog post before buying a product.

75% of online shoppers say that social media plays a role in their buying process.

Similarly, 90% of customers have reported that product videos help them make buying decisions.

people consume content to make buying decision image

You can see that a robust content marketing strategy is the main player behind all these stats.

Simply put: content marketing helps you sell your services without making you sound like a huckster.

In fact, people find your content worth consuming and seek it out.

No wonder content marketing has an excellent ROI as it produces 3x more leads than paid search.

All these AWESOME stats show that if there is any time to add a content marketing world into your digital strategy, it is NOW.

But remember that all companies who are busy in combining content and marketing in one place don’t turn into a superstar.

The reason is simple:

It is not all about creating digital clutter in the form of directionless videos, objective lacking blogs, and strategy devoid social media posts.

effective content marketing quote

How to Create an Effective Content Marketing Strategy?

Here are given some actionable tips that can help you define a viable content marketing strategy for better results.

 

STEP 1: Determine Your Brand Persona

The key behind an effective content marketing strategy is to start everything from point one.

Can you guess what the first step is? Knowing yourself.

Most businesses undermine the significance of establishing a clear brand personality.

It takes more than having a logo, set color palette, and a website to turn a business into a brand that stands out.

Have you ever asked who you really are?

You are a business, sure, but what is your brand personality?

If you don’t know the answer to this question, you are missing out on the core of your business.

 

Brand personality is something like hypothetical human characteristics consumers attribute to a brand’s name.

Consumers now want more than a buying-selling relationship.

According to a survey by Onbuy.com, 71% of consumers admitted that a brand image is an important determinant in their purchasing decision.

They want to engage with the brands that come out with their true colors to connect with their customers.

For example:

Apple has a clear brand personality that is associated with sophistication and class.

Whenever you hear about this brand, the first impression that comes in your mind is of a classy thing that oozes sophistication and grace.

In fact, Apple used this point effectively in its ‘Switch to iPhone’ campaign.

It was all about why Android users should switch to the iPhone.

why Android users should switch to the iPhone

See? The company was able to come up with this strong marketing campaign only because it knew what it was all about.

That’s why you need to know your brand.

The benefits of defining your brand personality are more than you think.

It…

  • Builds, maintains and sustains a strong foundation of the brand
  • Gives direction to set you apart from your competitors
  • Enhances consumer engagement to build a strong relationship
  • Establishes a favorable attitude towards the brand
  • Creates brand loyalty and increases the satisfaction level
  • Increases brand equity with positive customer views
  • Helps to take on a better marketing position

benefits of having well defined brand personality

You can get all these benefits if you find answers to these questions:

What makes your brand different from others?

What’s your brand’s unique selling points?

What are the values of your brand?

What’s your brand’s voice and tone?

What’s your brand’s distinct style?

What theme should your brand follow?

You can’t jump to finding keywords and dive into writing content without knowing who you really are.

Once you know the answer to these questions, you start coming on the right path towards building a content marketing strategy that drives results.

You can effectively use your brand personality’s determinants in your strategy to give a branding touch that makes you stand out.

 

STEP 2: Set Your Goals Smartly

Once you know what the persona of your brand is, the next step is defining your goals.

Creating content without any goal is just like throwing content randomly and hoping that it will automatically hit the target. It will not!

In the words of Bill Copeland,

“The trouble with not having a goal is that you can spend your life running up and down the field and never score.”

The same is the case in content marketing.

Any content that isn’t backed by a goal is like a white elephant that is eating up your marketing budget without giving you anything in return.

You may drift from one content marketing technique to another, or rush with new ideas.

Nothing will work if you will not set SMART goals.

SMART means that your goals should be:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

What it meant to have smart goals

The reason is simple:

Every content is not the same. It’s style and tone changes with the purpose of its creation.

So how does setting SMART goals make the difference?

It helps you to get a clear picture of your ideas, resources you need, give a dimension to utilize your resources, and increase your chances of getting the best return on investment.

Your goal can be to…

  • Build brand awareness
  • Enhance brand loyalty
  • Trigger conversions
  • Boost sales
  • Generate more revenue
  • Increase brand engagement
  • Establish authority
  • Attract influencers’ attention

Whatever is the case, your word selection, sentence delivery, and writing style will vary according to your target goals to get the desired results.

Let’s take an example.

M&Ms is an old brand that started back in 1941.

screenshot of m&ms website

Since then, things have changed in Candyland, and many other chocolate brands have emerged.

But guess what?

According to a report by Statista, M&Ms was ranked as the top chocolate brand in the United States in 2017 despite all the competition.

So how is this brand still so relevant?

The answer is:

The company has a clear goal: to get the attention of the millennials and mold their content marketing strategy according to their changing trends.

In fact, it has declared itself “the official candy of the New Millenium.”

the official candy of the New Millenium by m&ms

Doug Milne, M&Ms’ director for Masterfoods USA division, has openly said that they:

“shake it up a bit every once in a while” because “consumers are looking for that excitement.”

So their whole content marketing is knitted around this goal.

M&Ms always look forward to shaking the millennials through different funny campaigns.

From…

Making bone-tickling advertisements

Increasing engagement through social media polls

Creating easy-going website content

Storytelling through M&Ms animated characters

To running fun campaigns

…M&Ms is getting the best out of its goal-oriented marketing strategy.

And that’s what you should also be doing.

First, set SMART goals; the rest will follow it.

 

STEP 3: Define Your Audience

Figuring out your target audience is as important as defining your goals.

You can’t randomly shove your marketing down anyone’s throat and expect to get the best results.

Take it this way:

Will you get the best results if you target boys despite that you sell stilettos?

Or will you keep on targeting your loyal customers despite your goal is to enhance brand awareness?

It wouldn’t work, right?

That’s why you need to define your target audience explicitly.

In fact, working on this single step can help you on so many levels.

benefits of defining your target audience

That’s what leading brands of the world do, and that’s the reason they are always winning, kicking, and thriving.

Let’s take an example.

CocaCola is one of the leading brands in the beverage industry, and its successful marketing strategy has a key role in making this brand so successful.

The reason is simple:

Though CocaCola is popular among everyone, when it’s about marketing, it has a well-defined target audience.

Its main targets are youngsters, and it’s all marketing campaigns that are directed to trigger this section of the population.

The best example is its campaign: “Share a Coke with…”

This campaign was launched back in 2011 to stir and excite Australian youth.

share a coke screenshot for personalize preview

Later, this campaign was spread to other countries. And it is considered one of the most successful marketing campaigns of all time.

But what made it so successful?

It used words that can trigger the youth’s emotions and touch their psychological boundaries effectively.

Cocacola marketing strategy image

It wasn’t possible to come up with an effective content marketing strategy if CocaCola wouldn’t have known who they were going to appeal to.

Pretty simple.

Once you define your target audience, the next step is also very important.

 

STEP 4: Dig Out Buyers’ Persona

Why are you doing content marketing?

If your answer is: for business gains, your answer is wrong.

Most companies commit this mistake.

They forget the focus of their strategy.

And that’s where things start going wrong.

Even if the purpose of all your marketing efforts is to get business gains, your focus should not be this.

You are not doing it for yourself.

You are not doing it for your employees.

You are doing it for your customers.

Your efforts will work only if your audience consumes the content.

Seeing your whole effort getting wasted just because your target customers didn’t read/watch the content is the last thing you want to do.

That’s where the buyer persona comes into play.

So what is a buyer persona?

 

A buyer’s persona is a hypothetical idea of your ideal customer powered by in-depth market research and understanding of the real data about your target audience.

 

It includes demographic research, psychological and behavioral analysis, motivations, needs, and a lot more.

In this case, more is always less because:

More Details = Better Outcomes = Higher ROI

5Ws and 1H is the best approach to dig out your buyer persona.

5Ws and 1H buyer persona

And you can come up with a better content marketing strategy with it.

When you center your whole strategy based on what your customers want and like, and create a tailored experience, your customers will be drawn to you happily.

Here is an example.

So we talked about how Coca Cola’s ‘share a coke’ campaign went so big.

But did the company implement the same strategy worldwide?

Definitely, no!

They localized their campaigns by using local names, terms of endearments, and emotional appeals.

CocaCola share a coke campaign image

And what was the result?

Coca Cola’s:

  • Adult consumption increased by 7%
  • Facebook Page Traffic increased by 870%
  • 25 million new Facebook followers
  • 500, 000 photos were shared on social media through #ShareaCoke hashtag

You can also stir your business just by knowing about your audience and what they want.

 

STEP 5: Choose the Type of Content

Previously, there were just a couple of content marketing types that used to rule the marketing scene.

But now there are so many options, and on top of that, different audiences like to consume different types of content.

So your selection of the type of content matters a lot.

Here are a few most popular types of content.

 

❖     Blog Content Marketing

Blogs can turn into an epic content marketing tactic.

A single blog can become a great catalyst for your business.

The reason is simple:

People consider blogs as a great source of information.

It means that if you are providing information and value in your blog, your customers will love to read it.

But that’s not all that your blog does for your business; it brings along many other perks.

content marketing in the panacea for your business stats show

For instance, TripAdvisor is an online travel company. So its blog shares travel-related information.

Tripadviser website blog image

From travel guides, destination inspirations, airlines, and hotel information, to various travel related tips, this blog provides its customers’ information and other engaging stories.

As this blog has valuable content, it is doing great.

Ahrefs stats

See? It has 10.7K backlinks. It’s an SEO jackpot.

 

❖     Social Media Content Marketing

With 3.6 billion social media users that are expected to grow to 4.41 billion users in 2025, you can easily estimate the significance of social media.

Many of your potential customers are on different social media platforms, and they are looking out for you.

And there are so many success stories.

Many big brands have successfully used social media as a powerful marketing tool because:

  • It helps to create buzz around your business.
  • You can ride on the wave of virality to become a superstar overnight.
  • You can enhance user engagement and give better experience.
  • It is a great platform to launch successful marketing campaigns.
  • Earning some bonny points to get an edge is also easier here.

For instance, Starbucks launched Unicorn Frappuccino that was a combination of mango syrup, pink powder, blue drizzle, and vanilla whipped cream.

Starbucks Instagram post image

No one cares how it tasted. What matters is that this colorful flick was a social media hit.

People were talking about it and shared it on their social media accounts with the hashtag #UnicornFrappuccino.

Unicorn Frappuccino twitter screenshot image

Though this campaign was just for a week, its huge social media buzz helped the company earn 4% more profit.

So if you know how to effectively use content marketing to ride on the waves of social media virality, you can hit big.

Another fantastic example is of MoonPie, which is a 100 years old cookie brand.

Their social media content marketing game is on another level.

How to make a moonpie twitter image

They simply tweet witty and bone tickling posts, and get huge engagement.

Why?

Because they know what their targeted audiences like, and they are giving it to them.

SIMPLE.

 

❖     Infographic Content Writing

Infographic, as the name implies, is the combination of information and graphics.

So we can say that:

An infographic is a graphical representation of content, data, information, and stats to convey a message visually to enhance the understanding and appeal of a topic.

If effectively used, infographics have great potential to attract and engage customers.

Because they have:

  • Simple wording
  • Clear, short sentences
  • Data to support facts
  • Visual appeal
  • Enhanced readability

All these elements combine together to make infographics a potent content marketing tool.

That’s why 34% of marketers use original infographics in their content.

But infographic is not only to enhance your blog post or other content.

It is itself an epic content marketing form that can stir your marketing goals.

Now you may ask how you can use it in your marketing plan.

So here are some reasons where you can use infographics as an effective marketing strategy:

  • Breaking down a complex process or information
  • Sharing important features of your products or services
  • Presenting a survey, report, or poll’s results
  • Making important announcements of new services and changes
  • Blowing the triumph of your success stories and case studies
  • Creating a brand guide, including history, management, etc.
  • Using to create an appealing newsletter for promotions

You can use the infographic for any possible reason because they really work.

For example, Samsung has come up with this infographic to illustrate the product specification of their phone.

Galaxy s20 product specifications image

So instead of reading a boring manual that you barely force yourself to read (honestly, I have never bothered to read any), this infographic can give you a clear picture of what everything is about.

Samsung always introduces an infographic for every new cell phone they launch.

It not only helps users but also helps in the conversion of non-buyers.

That’s the power of an infographic that you can also yield for your business by combining visuals and content in one place.

 

❖     Video Content Marketing

To explain why video content marketing is one of the best things you can do for your company, let’s go back to the 90s.

If you are a 90s kid, probably you remember that Most Trap commercial that was seriously so engaging that children used to come running from the corners to watch that commercial.

19 kids Ideal Toy Company image

Credit: Ideal Toy Company

That love for video has not died even in this digital age, and people still love watching video ads – well, if they are good enough.

In fact, 54% of consumers said they want to watch videos of brands they support.

video content is preferred for brands graph image

It shows that people are ready to watch the video content of your brand.

So it can turn out to be the best source to increase your ROI, build brand loyalty, enhance customer engagement and awareness, and boost sales.

But it all depends on: what you show to people?

For example, this Google Android ad is a very innovative video.

There is no brand object in the video, even the slightest glimpse of it.

Different animals are bonding, cuddling, communicating, and playing.

In the background, you can hear a soft jingle.

You just get to know that it is a brand video in the end when a tagline appears: “Be together. Not the same. Android.”

It is the most shared ad, so you know that this video really worked for the brand.

Just imagine how creating such a magical experience for your customers, and sharing it on…

  • Social media
  • Websites
  • Partner sites

…can twist your customer base.

You can also create your own YouTube channel for this purpose and post a link to the video ad on social media accounts.

 

❖     Paid Ad Content Marketing

Have you seen those ads that appear mostly on the side or at the top of a website?

Or those that appear on the side or in your social media newsfeed with a caption ‘sponsored’?

Well, they are display ads or, in other words, examples of paid content marketing.

It is a great way to expand your audience base because it:

  • Builds brand awareness
  • Targets customers precisely
  • Reaches out to the audiences wherever they are

But the trick is to get the attention of your target audiences, and not get ignored.

For example, here is an ad on the website of the Search Engine Journal.

Search Engine Journal website image

You know Search Engine Journal posts blogs related to digital marketing, SEO, and everything surrounding that.

And you can see that the displayed ad is also related to digital marketing.

So this ad has greater chances of getting attraction.

Because:

  • It is displayed in front of the people who are most likely to be interested in it.
  • It is prominently placed, i.e., at the top of the page.
  • It has used vibrant colors and a clear CTA.

And that’s the key.

If you are going for a paid ad, your content, placement, CTA, and platform matters a lot.

And that’s what defines whether it will be a hit or a flop.

 

❖     Podcast Content Marketing

With 100 million Americans listening to one podcast daily, you can predict where their popularity is going.

Companies know that podcasts are getting bigger, and soon they will become more popular.

That’s why businesses are opening podcasts for marketing purposes.

Once you start a podcast, you can use it to:

  • Develop customer loyalty.
  • Get more customers.
  • Promote your services.

All these perks with just talking for a few minutes or an hour.

No wonder that the numbers of brands with their own podcasts are way more than you think.

Do you know McAfee, the cybersecurity giant, also has a podcast called Hackable?

McAfee the Hackable image

Well, just like the basic idea of content marketing, they provide value to their readers through podcasts.

They don’t go all out saying: Come and buy McAfee.

They talk about issues related to cybersecurity and how to combat that.

Full stop.

And the result?

It has gotten 4.6 ratings from 500+ listeners.

Apple podcasts review

It means people liked it.

The good thing is that you don’t need to belong to a particular industry to start a podcast.

You just need a person to talk and topics your targeted audience wants to listen to, and you can open a podcast.

THAT’S IT.

But which type of content should you choose?

These are the types of content that you can use for content marketing.

But you can’t use all of them all at once because being focused and targeted is the key behind a successful content marketing strategy.

So selecting the right type can become a bit difficult when everything looks so fascinating and the right choice.

That’s where data collected during the buyer research helps you.

Select the content that your target audience likes to consume.

That will vary based on:

  • Age
  • Gender
  • Location
  • Education
  • Hobbies
  • Media consumption habits
  • And a lot more

So consider all these factors before choosing your type of content for a better outcome.

 

STEP 6: Work on Your Content Mapping

Content marketing works when you provide the right content to the right audience when and where they need it.

Like, you can’t show your loyal customers any marketing content centered on enhancing brand loyalty.

Come on; they are already your loyal customers. It is just a waste of money to show them such type of marketing content.

That’s where content mapping helps you.

If you don’t know about content mapping, you are missing out on an essential part of the content marketing world.

What is Content Mapping?

 

Content mapping is the process of designing a content strategy that relates, facilitates, and triggers the customer journey. It supports in conceptualizing, creating, and delivering content so that it shortens and stirs the sales funnel for easy and successful conversion.

 

The reason why you need to come up with a content map is simple: your buyers don’t visit your site with hands in their pockets.

There are different types of target customers.

type of targeted customers that business encounter

  • Jaywalkers – just come to see what you have to offer.
  • Information Seekers – know what you have, but want to get a bit more information.
  • Comparison Runners – come to compare prices or features of your product/service with other similar companies.
  • Confused Folks – come to buy products/services from you but become confused.
  • Ready-to-Buy Customerscome, buy from you, and go.

Obviously, every business wants their targeted customers to behave like the fifth type of website visitors.

But do you know that buyers now conduct more ROI analysis before making a purchase?

That’s why it’s hard to meet buyers who show a smooth buyer journey.

9 out of 10 buyers say that online content plays a moderate to a major role in their buying decision.

Amidst this situation, when your buyer wants to make an educated buying decision, marketers are sending them irrelevant content.

Result?

Turbulent buyer’s journey and clogged sales funnel.

You don’t want this, right?

That’s why you need to…

  • Understand the buyer’s journey
  • Differentiate buyers into different decision-making units
  • Create a content marketing strategy

…accordingly.

That’s what content mapping is all about.

Sounds simple?

I wish it was, but it isn’t.

But yes, once you come up with an effective content map, things will definitely get easier and simpler.

First, you need to know what is a buyer’s journey.

Simply put:

A buyer journey is a route your buyers take to become customers of your brand.

It is just a matter of five steps:

  1. Awareness
  2. Interest
  3. Decision
  4. Action
  5. Loyalty

How content maping works of each step of the sales funnel

It might sound easy to take your buyer from the awareness stage to the loyalty stage.

Because most of the marketers think that if:

  • You have expert content strategists
  • Your graphic designer is on the next level of creativity
  • Your content writers can carve out a killer content

…they will ace-out all content marketing platforms.

It’s great.

But still, you don’t have any guarantee that you will be able to offer a smooth customer journey.

Why?

Because…

  • Every buyer behaves differently.
  • Their consumption patterns are unpredictable.
  • Buyers don’t always enter into the sales funnel through a linear path.
  • Targeted customers are divided into different decision-making units.

Yes, you are battling against all these issues while fueling your customer journey for better results.

This concept coincides with Everett Roger’s ‘Diffusion of Innovation’ theory.

He divides technology adopters into five types:

Diffusion of innovation theory - journey to innovation adoption

It shows that people don’t adopt new technology all at once. They adopt it in chunks.

Similar to that, buyers are also divided into different decision-making units.

Not all potential buyers are convinced all at once, nor all take time to make decisions.

So you can’t expect the same buying journey from every customer.

Based on this bell-shaped curve, we can come up with a hypothetical curve for different types of buyers.

Different decision making units that drives sales funnel

Now all these decision-making units have different characteristics and buying habits.

  • Advocates – they are easy to convince because they love buying new things. They spread word-of-mouth.
  • Early Buyers – they are influenced by word-of-mouth and are next to buy things after advocates.
  • Late Buyers – they don’t like to take risks, so they take feedback and analyze things before making a buying decision.
  • Hard Nuts – they are nitpickers and hard to convince. They can reject any purchase due to any tiny reason.
  • Laggards – they are not that much into buying products. Only buy things when they feel they actually need it.

The behavior of decision-makers remains the same, even if you are dealing with B2B content marketing.

This stage of content marketing strategy helps you to stay ahead of all upcoming obstacles related to…

Buyers’ behavior

Buyers’ journey

Buyers’ consumption patterns

Buyers’ habits

Buyers’ decisions

…and you can design content to cater to all these issues.

 

STEP 7 # Create Content that Sells

Once you have…

Determined your brand personality

Set your goals

Defined your audience

Dug buyer’s persona

Chosen the type of content

Worked on content mapping

…next it’s time to sit down to write a content copy that delivers results.

Now you might be thinking that after going through these stages, you will automatically come up with killer content.

Only if it was that easy…!

Besides creative flair, here is what you need to spice up your content and enhance content marketing ROI.

 

●       Come Up with a Distinct Tone & Style

Have you ever thought about what gives a brand a special personality and a distinct identity?

You might be thinking of its outclass product.

It’s true. But what makes a brand ‘a BRAND’ is its own style and tone.

Need an example?

Then answer this question:

Which brand’s ads are those in which someone is always busy defying the laws of gravity or showing some daredevil antics that keep you on the edge of your sofa? Any guesses?

Yes, I am talking about Mountain Dew.

It has a distinct content marketing world that is knitted around putting Mountain Dew as an ultimate drink that can trigger your inner superhero.

And all its content marketing and campaigns are made to make you part of this daredevils’ world.

For example:

Mountain Dew is always busy in promoting, designing, and conducting quirky sports events.

And you can find these stories on their website.

Mountain Dew Modern lines website image

Or check out their tweets:

Mountain Dew official twitter screengrab

The firm tone and daring style are what give Dew a signature ‘daredevil’ image.

That’s why the first step of Globex Outreach’s every service is understanding our client because we know that’s what drives content in the right direction.

To come up with a brand having a resonating image, creating a content copy that speaks in your brand’s voice is your way.

 

●       Make Your Content Actionable

I highly respect people who have the creative instinct to play with words and create content copy that oozes high-quality language, top-standard vocabulary, and captivating storytelling.

Seriously, RESPECT!

But sorry if my next sentence brings you down from cloud nine:

This is all useless if your content is not actionable.

Yes, all creativity, language flair, vocabulary showdown, and art of storytelling goes out of the window if it is not able to achieve your goals.

Remember the key to content marketing?

To project your brand as the ultimate solution and intrigue buyers to take the desired action seamlessly.

If your content is missing out on this key, get ready to see your content marketing strategy tumble with failure.

Let’s understand it through examples.

Here are the banners of two websites. Let’s dissect them.

Creative content marketing agency

Now here is our website. Let’s see what we have done.

Globex Outreach dashboard

Don’t let your consumer get lost in the dense maze of words or confuse them.

They don’t have much time or interest to solve puzzles.

Give them a clear message, a simple path, create urgency, and impactful CTA.

Don’t put them in any struggle.

 

●       Go With the Content People Love

Staying ahead of the curve is not just a catchword in the content marketing world.

It is an absolute necessity.

If you are sticking with the old tactics and creating content that ‘you think’ people love, you are only enjoying Salsa Dance in your bubble without any Jazz beat.

It has nothing to do with reality.

If you wouldn’t create trendy or innovative content that your audience loves to consume, your competitors will.

Shall I tell you what would be the result?

Not shifting and tweaking your content marketing according to the latest trends means that you are shoving your brand into the black hole of ‘paradigm paralysis.’

performance by adoption and time by improvement chart

Source: OpenLearn

That’s what camera giant Kodak did and was forced to declare bankruptcy in 2012 despite being one of the most happening brands of its time.

Hope you don’t want to become the Kodak of your industry, right?

 

●       Consider Creating Visually Balanced Content

Just imagine if your website looks something like that:

visually balanced content sample image

 

No…

Structure

Visuals

Appeal

Balance

Just a mass of words, dangling on the web.

Do you think people will fall for it?

Hope your answer is no (it must be!).

Well-structured and visually balanced content…

  • Increases content readability
  • Helps to find the required section easily
  • Keeps readers engaged
  • Urges to dig more
  • Paves the path to reach CTA easily
  • Seems more meaningful and impactful

So if you don’t want your content to get ignored, don’t forget to consider this point.

 

●       Give a Personalized Touch

Gone are the days of traditional marketing where you used to create one billboard for all the people passing on the road.

Now your consumers don’t want one-for-all kind of content marketing.

They want content that…

  • Seems like specifically made for them
  • Appears to be talking to them
  • Contains a warm and friendly tone

Let’s take an example:

4 science backed skills you need to drive buying decision

No matter who reads this banner, it looks that it is made specifically for him/her.

That’s what you should also be doing:

Create personalized appeal in your content.

 

STEP # 8: Keep an Eye on KPIs

You can’t create content, launch it, and then sip your pina colada while dreaming that within upcoming days your sales are going to hit the millions roof.

Things don’t work like this.

You have to keep an eye on the performance of your strategy to see if things are working as you expected.

That’s where KPIs help you determine if things are working for you or not.

KPIs means key performance indicators that define the path to make further decisions.

No, KPIs are not metrics merely based on data. They are tangible results that show if your content marketing is working to achieve set goals.

According to HubSpot director of business development,

By having really clean sales data, creating a sales culture where people can overachieve, setting KPIs that drive actual results and consistently monitoring, measuring and adjusting them, I’ve really been able to improve many parts of business development here at HubSpot.”

So measuring KPIs is an integral part of any content marketing strategy.

Let’s see what KPIs look like for different sales goals:

measuring KPIs of a content marketing strategy

These KPIs are like signboards that determine if you are on the right path or have taken the wrong turn.

Once you know the results, you can decide on your future decisions.

 

Conclusion

Things would have been so much easier if content marketing was only about creating content.

But it is way more than playing with grammar, vocabulary, and creativity.

That’s the reason why every year, companies throw billions of dollars down the drain just because they jump into the content marketing world without any content marketing strategy.

Remember that you are dealing with consumers who have so many options, they have become more sensitized, and their consumption patterns have changed.

Showing them thoughtless content, centered around just selling aim, is not going to do the trick.

Come up with an epic content marketing strategy because if you will not, your competitors will!