Content marketing is telling your brands story in an engaging and compelling way. The goal is to get the customers attention, keep their attention until they convert (into a lead or some sort of action) and keep feeding them with the information they want. Focusing on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience – ultimately to drive profitable customer action – is what companies have to do to be effective at driving traffic and leads. How do we get there?
The best kind of content marketing leads the audience to convert their interest into some form of action. The definition of call to action, or CTA is the part of your website or advertisement that encourages your audience to do something. An example would be, a “CLICK HERE” button directing to another source or a “CONTACT US” button directing them to a form. In addition to these ‘regular or standard’ CTA’s, effective marketers can improve conversion rates on content and actions by creating more specific call to actions, like “Schedule an Appointment”, “Reserve your seat” or “download whitepaper”. CTAs help your business convert a viewer to the sales team or a variety of actions based on the goal. If you want to get your visitors to become leads, and those leads to become customers, you have to have an effective CTA. By creating multiple CTAs, you are serving your audience and catering to their specific goal. Now they know where to click when they want to connect with you.
Understanding who your target market is will help you create effective CTAs, and it will have you define what type of content marketing will be most effective. This is an integral part of your marketing strategy. When you know who you are talking to, it is easier to know what you should be talking about. Each target will be drawn to different kinds of content, whether that be through a video, email or social media. To better understand your target, you should complete a target audience analysis. This way you will know how to react them and what type of content they are. drawn to. A young buyer would find you on social media vs an older buyer would find you through email campaigns or magazines
When you are creating content and running a marketing campaign, you will want to know if it is effective. Effective content marketing is consumed by the target audience, which can be following: informational, entertaining, emotionally satisfying, or socially valuable. By styling your content in one or all of these ways, you can help drive the audience to further engage with your business. This is what ultimately leads to conversions. For example, if you want to provide your audience with something informational and tells a story, ask yourself, does this content tell something new, is it useful? If you want to entertain your audience, is it fun, up to date and readable? Knowing how you are going to send the message is a crucial part to your marketing strategy. Putting all the pieces of the content marketing puzzle can be a challenge, but it doesn’t have to be. If you find that you don’t have a set content marketing strategy, or that you could use help with one, contact us. Marketing Relevance can help with both strategy and tactics to get you brand noticed through content marketing.