Goals for your content marketing efforts:
attract new visitors
Generate more leads
Grow your email list
Develop a reputation as an expert
Create brand awareness
Effective content marketing strategies to build your brand
Content Marketing
#1. Define your audience
Understanding your audience is the first step in creating any marketing strategy. Without having an audience that wants and needs your product, you would have no customers for your product/service. The demographics of your target audience decide how to structure your content and what will appeal to their interests and values. You need to spend time identifying the websites your target audience spends time on and how you can create content that engages with that audience. If your audience is engaging with pages that include video instead of images, then make video a part of your brand awareness strategy.
For example, if your company builds apps for healthcare professionals, your audience is primarily doctors and physicians. In this case, you need to personalize your content to appeal to doctors and show them that you’re committed to giving them a great experience.
#2. Use the company blog as a brand awareness tool.
Here are some tips to help you build a brand on your company blog.
To differentiate yourself from your competitors, you must produce unique content. People are always looking for new content. If you post the repeated information like your competitors, it will not help you to stand out in the market. Also, make sure that the information provided in the content is accurate to your customer’s expectations. Taking new angles on topics related to your industry can help establish your brand as creative and authoritative. Focus on the upcoming technologies that will be implemented in your work area and try to write blogs based on those contents. You should also write about topics that give your audience an inside look at your company. For example, you can blog about the history of your developed products, how it benefits users, etc.
Frequently snoop on your competitor’s blog post to see which themes are performing well. You can quickly rework general ideas in your content that are helping your competitors connect with customers. If your competitor posts blogs that include videos frequently, you might also consider posting videos or webinars weekly for maximum reach.
#3. Optimize and promote your content across multiple channels
When optimizing the content of your web page, keep the following in mind:
Optimize content with relevant keywords. Italicize or bold the most important keywords that will rank on the search engine results pages.
Create an eye-catching headline. Provide title tags: H1, H2, and Meta tags.
Augment your stories with photos. Rely on the bullets for ease of reading.
Create headings and subheadings to make sure search engines (online crawlers) find your content more easily.
Please provide a brief description of your product. Write a by-line for your article.
Social Media Platforms: Facebook, LinkedIn, Twitter, and Google+ are a great way to promote your brand-building content and reach a wide audience. Social media platforms are great for content marketing because the information you share with your followers is not only available to them, but also to their friends. By publishing, you are opening the doors for your content to reach beyond your audience.
Guest Posting on Leading Websites – Guest posting on major sites like Forbes or Entrepreneur increases your traffic.
Send Email Newsletters – Sending regular email newsletters to your customers is one of the best ways to keep your business at the forefront of customers’ minds.
#4. Pay attention to analytics
Google Analytics is a great platform for understanding a ton of data about how your content is performing online. Analyzing the results of your different marketing strategies will allow you to understand which techniques work and which ones don’t so you can improve your marketing strategy. You can analyze which pieces of content drive you the most traffic and through which channels. See maps from where your customers come to your site and even learn which users are clicking through to your site. Use this information to determine which types of content are most valuable to your goals, and take a data-driven approach to selecting new topics.
Marketing is impossible without great content. Create valuable and relevant content, engage a clearly defined audience, and drive profitable customer action.