This new trend in editorial marketing vies to strengthen the relationship with a target market through the creation of content that is useful to them, providing value without directly mentioning or promoting a brand.
Strengthening the relationship between a company and its clientele is the primary concern of any business, and as a result, organizations continuously search for the most effective positioning and brand recognition strategies among potential users.
Content marketing emerged from this search and is defined as the distribution of material that, despite not directly mentioning a brand, emphasizes its added value. In this way, it strengthens the brand as a model or key example within the market in which it competes. This distributed content can take the form of a blog, article, technical document, video or social media post.
How to Achieve the Desired Effect
To reach the predefined objective, the content marketing manager should design a strategy that responds to basic questions such as:
- For whom is this content intended?
- Who would find it relevant?
- What benefits will the person who consumes your material obtain?
- How can you provide a differentiated, unique experience, with the content that you create?
Once you answer these questions, it’ll be possible to design a content marketing strategy, which should include the following aspects:
Objective and accompanying goals: The purpose of this content and the effect that you hope to achieve through it.
The definition of our target audience: It’s fundamental to have a clear understanding of their characteristics, needs, and interests.
A unique editorial mission: Not only should the experience and added value be evident, but also the brand in question’s unique approach to its users and their needs.
Elements of Attractive Content
When the time comes to create the content itself, it’s important to keep in mind that the offline reader is not equal to the online reader. For this reason, it’s important to consider whom do you want to read your content to address them within the necessary parameters.
Below, the elements that should be included in a content piece’s structure:
- Attractive title. A good title should consist of numbers (their specificity generates interest), a guarantee or benefit and a description that amplifies the content itself (each should be good and consistent). The title should also be clear.
- The first sentences of each piece of content should immediately capture the reader’s attention.
- The piece must have a focal point. The message that you want to leave has to be clear (a purchase or the adoption of a particular belief).
- The implementation of stories, metaphors, and complete details is always useful.
- Call to action. Content doesn’t serve a purpose if it doesn’t drive the reader to what you intend for them to do.
In addition to the above, it’s important to keep the following in mind:
- A deep understanding of the audience you want to reach. It may sound redundant, but it’s the most crucial point in a content marketing strategy. Don’t skimp data such as likes, age, phobias, educational level, among additional information.
- Adjust the content according to its intended medium.
- If you created the material for a digital audience, include audiovisual elements
- Always include keywords that can easily be identified by the reader.
- Be concise; avoid unnecessary sentences.
- Always maintain a personal tone, since it is a way to demonstrate that you know your audience in detail. The goal is to whisper in the reader’s ear – and with the conviction that you are an expert in the subject.
- The main idea should appear at the beginning of the text and expand from there, supplementing the information with secondary pieces of information.
To determine if a piece has reached its desired objective and be able to predict the behavior of each content, it’s vital the establishment of measurement parameters that allow you to observe how well the content is performing – or if it is necessary to redirect your content marketing strategy.
Just as the Content Marketing Institute describes, the key performance indicators (KPIs) that should drive content marketing are as follows:
- Unique Visitors: This is the most basic measurement to determine how many people have seen your content within a specified period. It’s important to consider that not all unique visitors are equal since those that correspond with a white paper are much more valuable than those related to blog posts.
- Geography: Having a clear idea of the location of your readers is fundamental to deciding where to invest your future resources.
- Mobile Readership: While it’s true that it’s imperative to know the number of visits a piece of content has generated, it’s also necessary to understand how its use because this allows you to optimize the material itself, as well as its design.
- Bounce Rate/Time Invested: It’s evident that one of your main objectives is to prevent your reader from leaving (mainly due to a piece of content not fulfilling their expectations), which is precisely what a bounce rate portrays. Additionally, you should know how much time a person spends consuming the content that you publish. With these two parameters, you can generate an idea of how high your content engagement is.
- Heat Maps and Click Patterns: Nowadays, tools like CrazyEgg allow you to see what areas of an article are attracting the most readers (through heat maps). This indicator is handy when it comes to redesigning a webpage. Also, Google Analytics enables us to track click patterns, and it’s findings serve significantly in terms of content optimization.
- Page Visits: This is an essential gauge that is often overlooked by marketers. Although it’s clear that unique visitors are relevant, it’s also necessary to understand the correlation between this number and the number of page visits. Having a high number of page visits and unique visitors is an excellent indicator that your audience is engaged
- Comments: In the age of social media, all publications are subject to commentary. Never try to restrict or block them. Always keep in mind that your audience members are your brand’s best publicists – so, if your users feel so engaged that they initiate discussions, consider it a success. Even negative comments can be great feedback for your business.
- Social Media Sharing: Creating a piece of content that is easy to share is fundamental to content marketing planning. With just a few shares, the publication’s reach can expand exponentially, to unimaginable heights.
In conclusion, content marketing strategy should go hand in hand with an organization’s objectives, given that the goal is to foster loyalty among current clientele and attract new audiences. You will accomplish it by positioning the brand’s expertise. As mentioned before, it’s not about publicizing a particular product, but instead in showing the reader that if they have “x” problem, you have the solution.