Planning a content marketing strategy isn’t always clear cut. These five tips by Roberto Blake will help you target and reach the audience you want to with your content.
- Have a clear communication strategy for all of your content
- Know who your audience is
- Understand the context of the platforms that you’re marketing in
- Respect your audience’s time
- Calls to action
My top five tips for content marketing
First things first, you need to understand, before I get into these tips, content marketing is about strategy. It is about creating value for your audience, but also value for yourself as a business as a brand. When you go into content marketing you really need to know who you are, what your values are, and also your audiences. This doesn’t count as one of the tips, but it is the philosophy behind effective content marketing vs. just being spammy.
Have a clear communication strategy for all of your content: Know the tone. Your tone needs to be consistent. Whether your tones is professional, casual or academic.
Know who your audience is: This aligns with Tip 1. If you know what your tone is who your audience are. One is going to dictate the other. For example, if you’re speaking to students, then I would say that it’s probably not going to need to be very professional. Casual is probably going to be more impactful, particularly if you’re trying to get them to buy. You’re not going to want to come off as sales pitchy or talk down to them. So, you want to adapt your strategy to the audience and ask yourself, ‘what’s going to make you relatable?’.
Understand the context of the platforms that you’re marketing in: Marketing is different when you use different platforms. Youtube, a blog etc. The content marketing is all different. All of these things have their own nuance, and their own context. All of the content marketing platforms are equally important and target different audiences. So ,you need to value context, as well in your content marketing. You can’t always take what was good in a podcast, and make that good in a blog post. With a podcast, you can listen to that in the car, as you commute to work. You can’t do that with a blog post, so the time that they took the listen, may not be the time that they take to read. This needs to be respected.
Respect your audience’s time: When you’re doing content, you need to respect your audience’s time, which means that you need to give them that upfront value. Tell them why they’re here, and what they’re going to get as quickly as you can, regardless of whether that’s in your print or on a blog post, or at the beginning of a video etc. They need to know why they’re here so they can make an informed decision as to whether or not they’re gonna continue to invest the time here. Although, that might seem disadvantageous for you, it makes you a taker. People don’t respond as well to takers, as they do to people who are giving.
Calls to action: Align your content to your business objectives and goals. Don’t do content for the sake of doing content. Content is supposed to accomplish something, not only for the audience, but for you as a business or as individual. Have a very specific goal for every piece of content. The goals could be any number of things: raising my public profile, getting people to go to my website etc.
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