By Kemfon Daniel
As you grapple with how to speak effectively with today’s consumers, you’ve likely heard about something called “content marketing.”
Maybe you’ve read about it in an article, or perhaps a colleague or consultant has suggested it to you.
Content marketing is the process of marketing through creating and sharing content that potential customers find relevant, useful and valuable in order to attract, engage, convert and retain them.
It prepares the ground for sale, helping you develop a trusted relationship with your prospect and moving them through your marketing and sales process. The emphasis in content marketing is on genuinely helping your prospect to come to a well-informed buying decision.
Content covers whatever you produce: text, image, audio or video format
To be successful, content marketing has to be seen and treated as an end – to – end, joined up process driven by customer need and a clear purpose
7 key principles of content marketing
- Clearly, understanding the value you need to create for your audience
- Provide the value consistently over a long-term period
- Measure results and ROI over a long-term period
- Be crystal clear on your strategy and apply joined up thinking
- Produce content regularly and consistently
- Distributing your content and promoting it is as important as producing it.
- Never neglect internal communications amongst your team
Have you read?
When building content, consider whatever is going to best deliver the experience you want your audience to receive. Consider whatever is going to present your content to best communicate with your audience most efficiently and effectively.
Your job is to keep a clear head and consider what works best for your audience.
The basic content format includes Texts, Images, Podcasts, Videos, and Gifs.
Your content has to do the job of a well trained consultative and empathetic salesperson.
To be successful in content marketing, we must move beyond storytelling, you have to do more than producing content that sounds like an advert. Presenting conversations as therefore a friendly non- intrusive technique, your audience will fall in love with.
When you offer explanations, it helps your brand come across as a thought leader that can be trusted
Demonstration: This takes the explanation to a whole new level and brings in creative visual elements Your content should always educate, teach something new.
Precision is important, avoid lengthy and irrelevant talks, be short so your audience can grasp the basics quickly.
Research and study intensely before you speak, so you don’t put out content that is untrue. Should this happen, your audience perceives you as insincere.
You can also curate content that is relevant to your business
Content curation consists of finding material relevant to your audience from a variety of sources and sharing it strategically through your communication channels. For example, writing a roundup blog post of great marketing examples would require you to curate strong samples of content relevant to what you’re writing about. And while very cool, it can be tricky.
There are many, many social networks, news feeds, emails, and infographics full of such content that can demand your time and attention.
Just like your own content, curated content should be
Personal: I don’t just want a bunch of browsable links — I want to know why I should read this stuff, and how it pertains to me. That personalised context creates a type of bond between curator and reader that something like simple link aggregators doesn’t humanise quite as much.
Should build value: Here’s a little secret: No matter which industry your customers are in, all of them want to stay informed, but also save time. Just like you, they have demands and can’t possibly keep up with all the latest news in their industry, but they want to.
Helping to solve this problem through personalised content curation presents a huge opportunity for brands to build a relationship with their audience.
If you can do this, you’ve taken a major step on the path of building trust and loyalty.
Should offset promotional content.
Customers can grow tired of brands ceaselessly promoting their own wares, which is why progressive brands think beyond products or features. The relationship customers have with brands today transcends the product itself — after all, that’s part of the foundation of inbound marketing.
Here are some sources of information to help you start getting in the habit of curating content, without being overwhelmed by complex tools, subscription fees or convoluted dashboards.
Pocket, Feedly, Twitter list, Newsletters, scoop.it, curate and PublishThis
The key is to find out what works for you. Before you select the best tools for your business, it’s important to understand the role content curation will play in your marketing operations and the size of your team
Regardless of your team or business size, content curation should become a part of your content marketing strategy. Great curators build trust with their audiences and become an indispensable resource as they help to sift through online information to distribute what’s worth reading.
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