Designing content marketing campaigns
Content marketing designers are creating the next generation of web and mobile experiences, to anyone putting a website together for the first time. They can provide you elegant solutions that set new standards for online publishing if done right.
Digital technology has made our world more transparent and interconnected, posing new challenges to us all on a daily basis especially with COVID-19, but it also provides opportunities for every single business an opportunity to evolve for the better. A more holistic, user-centric perspective is what truly sets one apart from the others, but what if you need to create your own content strategy?
Do you have the skills or knowledge? Don’t panic as this short guide will give you the ammunition you need to succeed!!
How Content Marketing Works For A Beginner
So you have decided to join the world of online marketing, to build your customer base & attract new business. You have discovered there are a range of marketing strategies but you have chosen content marketing. You are fully aware, of some of the massive benefits it can provide for your brand and you realise that effective content will bring potential customers to your business or website.
In all honesty I imagine you might probably feel a certain level of intimidation. After all, there are so many different types of content out there, YouTube Video’s, Blog Posts, Webinars, Slide Share Presentations etc . You are itching to get started on producing content, but really you feel that you have no clue, where you are going to begin.
Therefore, when it comes to the process of creating a content marketing campaign, it is very understandable that you feel a somewhat overwhelming feeling and even more so, if you don’t feel that you are be a natural content creator.
First don’t panic, we have all generally started here so you are not alone, you don’t need to feel that way but it is natural that you are as this is you stepping outside of your comfort zone. Content marketing is your companies secret weapon and the hitman of your business, with the right marketing efforts and great content – you will be reaping the benefits before you know it. During this post, we will be taking a look at how content marketing can work for beginners.
If i was to tell you that on average content marketing can cost 62% less than some traditional marketing techniques, potentially boost your lead generation by bringing in 3x more potential customers would you be interested?
Well to be honest, MOST business owners will see this great opportunity and decide to explore this options.
However we need to know what matters most when developing our content marketing campaigns and what needs to be done, to provide us with the best possible results we can achieve across the various media platforms, that we all have at our disposal.
By the end of this content marketing post, we will teach you some of the necessary skills you need so that you can understand how to create a content marketing strategy that works. You will learn the best content type to use, how to create a content strategy to explode your social media and to feel confident that your own content marketing campaign will be successful.
Who is the target audience you are looking to serve?
Before you start creating an effective content marketing campaign, you need to decide who you are targeting and who you are looking to serve your valuable content to.
It is very easy to get into think that you should create content about anything and everything. Trying to do it this way would be way too much work and you would quickly become overwhelmed. First point of call for your content strategy is to know what your target market is.
You may have already thought “well i have already niched down on my target market” But what you should be looking to decide is – how you can you get even more specific. For example, your target audience is a B2B audience. You are looking to create a content strategy for people who are small business owners and that are interested in creating their own online marketing campaigns.
What content are you going to write about?
An online marketing campaign can be created to cover a range of many topics.
You can create content for those interested in improving their Google rankings with SEO but that wouldn’t be interesting to someone looking for advice an how to do pay per click (PPC).
You may decide you would like to write an article or post and the content topic will be about SEO.
SEO for example covers many processes – you have On Page SEO, Off Page SEO, Technical SEO, Link Building and the same with PPC, what kind of PPC are you going to discuss? will it be – Google AdWords or Facebook, Twitter, Instagram.
If you want to create good content that really strikes a chord with your audience, then you simply need to be creating content for smaller sets of people.
By creating content this way, it is easier to answer their problems in a way, that you can relate to them directly – this is called laser targeting your content rather than taking a scatter gun approach and trying to speak to everyone.
The easiest way for small businesses to do this is by creating something known as a buyer persona.
What is a "buyer persona"
A buyer persona is an avatar of your ideal customer. These can be easily created and are based on market research and real data that you currently hold about your existing customers.
When researching for information on creating your buyer persona(s), please consider a range of information including:- customer demographics, the age and sex of the idea customer, behaviour patterns, also remember men and women don’t think the same so create one for females and one for males, consider what motivations and goals they have.
The more research and detailed you are at this stage, the better it will be for you in the long run.
“Ignoring online marketing is simply crazy, marketing is the voice of your company.
Would you start a business but not tell anyone?
Well if you don't have a content strategy then this is exactly what you are doing!!”
Some may wonder do i really need to have all this information? But in reality though it makes it easier to research topics and discover solutions that your target market is showing an interest in reading about, doing this research throughly at the start will therefore increase your odds that the content type you create and provide will be informative and enjoyable for them.
DON’T panic you will be free to branch out in the future, so don’t feel stress too much while deciding what you should specialise in first.
Understanding what your buyer needs
So we are at a point where we understand who your ideal customer is and we are looking to provide them with the content that they want. Now notice i said the content they want, this is because it is quite easy to start writing content about what we want to say.
Unfortunately too many people fall into this category, our job when writing content is to provide the end user with content that they are looking for.
Sometimes this will be by providing solutions to problems, latest updates, interesting news, new techniques in an industry the list goes on, but the most important part is it must be what they are looking for.
- What do they need – Start with content that they will likely enjoy reading. If there is not a lot of content put there check what your competitors are writing about and getting success with preferably, where there isn’t a lot of new information to write about, Try news-related and relevant content.
- What do they like – This is easy to find out, check previous content that has high engagement rates in the past via the social media platforms, this will be indicated by the amount of shares and comments. two types of content that tends to go down a treat are ‘how to guides’ and ‘case studies.’
In a recent report it stated that up to 44% of content marketers have trouble with deciding what content they are going to produce. It doesn’t need to be difficult though. If you want to be able to understand what content you should be producing there are plenty of useful tools out there to help.
You have websites such as Buzzsumo which can show you what is popular and trending, staying up-to-date with the current industry news and happenings is another. you can also use the Google Alerts tool, simply create some content alerts about certain areas, for me this might be SEO, PPC, Social Media Marketing news.
Then as soon as you have the idea for content produce it in such a way that it gets people talking. You may conduct interviews with a supplier or industry leader to question them about common problems and solutions and document the findings producing PDF reports to go with your blog post etc, this can be a great way of reaching out to your potential customers and provide them with amazing value while inviting them to subscribe to your newsletter.
The idea when using these tools is to give you inspiration and the topics that are popular. If a topic is trending then you need to be writing an article or producing a video on it realistically. Trending as you know means people are searching for it and if you are not providing some sort of content on this, then you are missing out on hundreds or thousands of potential visitors.
Types of content for your content marketing strategy
"A white paper is an authoritative report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter" - Wikipedia
5 Minute YouTube Videos
Video is a great way to attract new users and is perfect when looking to showcase your knowledge. They can be created anywhere simply by using your mobile phone
Blog posts like this one are another way that you can provide value and information to your targeted audience, you can write as many as you want but i suggest around 1500 - 2000 words for better rankings.
A podcast is an audio show, like a radio which usually takes a topic and spreads it across a series of episodes, the files created can be listened or watched live or they can be downloaded from the internet and listened to on a number or devices
Webinars make holding conferences and meetings possible at any time and place. Anyone can participate in a webinar without leaving work or
How to get your content in front of an interested audience.
During our current Content Marketing creation journey we’ve covered a lot of information. Together we have made some huge strides and we are at the stage now where we need to get our content in front of people.
So what we have to learn now is how to promote our content after all you can have the greatest content in the world but if no one see’s it then it is effectively useless.
Thankfully, we are going to share with you a few proven ways to get eyes on for the people who will enjoy consuming it, and will likely share your content for you across a number of social media sites.
To start with you can contact people who have previously interacted with your content, it maybe someone who made a comment, liked the content or maybe previously shared. You can do this in a range of ways these days including tagging them in the post or comments, you can reach out to them via direct message and ask friends and family to share it. Now you ask “how do i get my content in front of others who would like it, where do i find them?”
Buzzsumo, which we talked about earlier is a fantastic tool to be able to see content to research but it is also useful for seeing who has shared other similar content by clicking on the you’ll be able to find people who’ve shared content that is similar to yours on their social media platforms.
You can do this by searching your content marketing topic in Buzzsumo and as shown in the image below you can see a range of shared statistics. If you click on the 2 small people icon on the right hand side you can see who the top sharers were. Reach out to these people if they are sharing similar content and yours is good the will more often than not share your content too.
Other great sites to share your content for free on are Reddit, Quorn, Instagram and the same as above view previous similar content to your and reach out to those who have shown an interest.
Sharing content via paid advertising
Another way of sharing your content can be through paid online advertising through Facebook, Twitter, Google, Reddit Ads.
Sharing content via paid marketing can be relatively inexpensive to get in front of people but you should realise that the quality must be of a high quality.
We suggest that you should create content of high value here with maybe a downloadable PDF, access to a explanation video series, a how to guide something that people are going to want.
After all if you are paying to get it in front of people you really need to provide them with huge amounts of value so they remember you and want to follow you, share with others etc.
The world in the last few months has massively changed with Covid-19 but there is a growing trend, at the moment, related to content marketing. Businesses are starting to look at a whole range of different ways of using online strategies especially due to Social Distancing.
Creating content marketing, at first can seem difficult and people even think its complex at first, but what we have provided you with in this short guide is how to create a solid framework that you can stick to. We have shown you how to research content and how to formulating a content marketing strategy and given you a number of options for the type of content you can provide.
It doesn’t matter if you’re a beginner to content marketing and don’t be too hard on yourself, just remember to keep going and don’t let anything hold you back.
By reading this guide you have taken the first step on your content marketing and as long as you are willing to keep learning and testing then you will find what works for you and what doesn’t work.
We have faith that you will be producing quality content in no time and look forward to watching your journey.