Do you know what stops people from making a purchase from a brand new startup?
It’s the lack of trust, visibility, and relevance in today’s overly competitive market.
Businesses that understand this early and take appropriate action tend to perform better than those that don’t. It is why approximately 70% of marketers actively spend on content marketing.
What is Content Marketing? And Why is it Important for Businesses like Yours?
Before you head straight to some powerful content marketing strategies for brand awareness and growth, be sure you have a clear idea of what content marketing precisely is.
For the uninitiated, it is a strategic marketing approach focused on consistently creating and distributing relevant, meaningful, and engaging content to attract, engage, and retain a clearly defined audience.
If executed correctly, it can reward your business in the form of
- Increased website traffic
- More quality leads
- Higher sales
- More following on social networks
You can also position your brand as an authority in your industry and always stay at the top of your target audiences’ minds by executing a well-designed content marketing strategy.
Content Marketing Strategies You Must Implement in 2021 & Beyond
Every business is different, and so is the purpose of marketing various content pieces on different platforms. If you want to create a content marketing strategy for brands that boosts your brand’s visibility and always keeps your target audience engaged and hooked to your brand, you should try implementing the following tactics:
Identify & Deliver What Your Audience Wants
As cliché as it sounds, no content marketing campaign can ever succeed without incorporating this method in its content marketing blueprint.
If you want people to read, engage, share, and take the desired action after reading your content materials, you have to give them what they’re looking for.
So the very first step in your content creation and marketing process should be to identify and understand your prospective customers. A great way to proceed is by creating a buyer persona highlighting all essential information needed to know them better. Try to find out about their demographics, psychographics, purchase propensity, AOV, lifetime customer value, and other details you feel are important.
Once you’ve prepared their customer avatar, and are aware of what they like most, craft a content creation and marketing strategy around it. Your content strategy should have the perfect mix of informational, promotional, and fun content pieces, so the target audience always looks forward to engage with your brand.
Repurpose & Reuse Your Best Performing Content Pieces
A common problem faced by brands across industries is coming up with engaging and relevant content ideas on a consistent basis.
As a brand, looking to establish itself as a authority, you should always strive to put out the best content for your audience, but it is highly likely, that you may run out of content ideas after a certain period.
It is during this time when content repurposing can come to your rescue. Instead of publishing spam or irrelevant content just for the sake of publishing it, you should make a list of your best-performing content pieces.
Once done, come up with interesting ways to repurpose the same in a way it looks fresh, engaging, and highly relevant. For example, if you have a couple of blog posts that performed really well, take a few bits of information from those blogs and make visually-appealing infographics or short videos from it.
You can easily convert any long-form content into small bits of text ideal for Facebook, Twitter, LinkedIn, Quora, and various other platforms. You can even compile your most shared blog posts into an ebook and promote it on different platforms.
These are just some of the ways you can repurpose and reuse your old content for best results. If you have other ideas in mind, don’t shy away from experimenting.
Leverage Split Testing
If you’re doing content marketing to promote your products/services, you have to try split testing for the best results.
A study reveals conversion rates typically range from 1% to 3%, and split testing can help you drive this rate up. When you prepare content for split testing, you come up with different angles of presenting the same information.
So two landing pages aimed at promoting the same product/service may have different headlines, CTAs, or an entirely different narration. You can create multiple landing pages for split testing, evaluate its performance, and promote the one performing the best.
When creating landing pages for split testing, don’t forget to optimize the pages for both mobile, as a significant amount of traffic now comes from mobile devices.
Capitalize on Social Media Trends
As part of a content marketing strategy for brands, every business should start generating content ideas from social media trends, especially if the target audience includes millennials and GenZ.
You should keep a tab on the type of content your prospective customers engage with on different platforms like Instagram, TikTok, Facebook, Twitter, YouTube, etc., so you can tweak your content campaigns accordingly.
Whenever a social media trend goes viral, many people try to be a part of it, and it is where you can get closer to your audience by joining them. However, as a brand, you have to create content around the trend involving your product/service.
If the trend cannot be incorporated into your content marketing strategy in a meaningful way, you may want to give that particular trend a pass to avoid any unfavorable outcome.
Create More Problem-Solving Content
If you can solve your prospective customers’ problems, you probably have a higher chance of converting them into paying customers at a future date.
Find out what problems your target audience may be facing, and start creating top-notch content around it with the aim to solve their problems. If you offer a product/service that can help them, start writing detailed use cases highlighting how your offering can make their work a lot easier.
You can create video content, text content, and record a few podcasts with industry experts who do a great job at educating your audience. The more value you provide, the better returns you’ll get.
To get content inspiration for problem-solving, you’ll have to check what type of questions people are asking in your niche on Quora, Reddit, niche-specific Facebook groups, and other online communities. These platforms will give you enough content ideas to get started.
Focus More on Content Distribution
There is no point in consistently creating amazing content if you cannot get it in front of your target audience.
If quality content is king, content distribution is the undisputed kingmaker.
There are many channels for content distribution, but you cannot randomly publish your content on all those channels.
For example, text content may perform well on LinkedIn, Facebook, Twitter, Quora, but video content will perform better on Instagram and YouTube. Similarly, there are channels exclusively for infographics, so you should not publish any other content type on those platforms.
When you organize the different content types accordingly and distribute them on platforms they’re well suited for; you have a higher chance of getting better returns.
Once you’ve completed the task of content distribution, don’t forget to monitor how it performs. Document the results you get, as it’ll help you while preparing your next content marketing strategy for the brand.
A Quick Wrap Up
Content marketing can be the most powerful tool in your marketing arsenal if designed and executed correctly.
You can find various ways to market your content online for brand visibility, but not all methods may work for your business. So the best way forward is to pick content marketing methods that look promising and don’t require you to compromise with your brand value.
To help maximum brands, we’ve covered only those content marketing tactics that have previously helped various organizations achieve their content marketing KPIs.
Whether you’re a B2C brand operating in the health and wellness space or a B2B brand specializing in employee management SAAS tools, you can try out the content marketing tips shared above for visible results.