Content marketing by definition is “A marketing technique of creating a distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action.”
I’ve just learned about this now, and I honestly feel content marketing will be beneficiary to any business. Here are some things that I’ve picked up on that are fundamental to any content marketing campaign.
1. Your Business Objective
Do you want to grow your revenue? Increase customer experience? Make sure you know your objective before starting your campaign. Once you know your objective, make sure you know how you’re going to measure it to know track how successful your campaign is.
2. Understand your audience
The best ideas always come from your problems, and you need to get inside your customers head to know what they are worried about, and what content you can put out to make their lives easier. Conducting surveys is a great way to find out your customer’s worries, and with this information, you can put out great content to nullify those issues.
3. WRITE DOWN YOUR STRATEGY!!
We all forget things sometimes, or we may miss key information that was probably the icing on the cake to your idea. SO DOCUMENT EVERYTHING STRAIGHT AWAY!
4. Create Amazing Relevant Content
Make content relevant to your customer’s needs. This is not really an advertisement per se, because it’s about the customer and not you!
A great example of this is the story of the Michelin brothers. Everyone knows the Tyre company right?
If not, I’m sure you’ve seen this chubby guy above before.
To sell more tyres they decided to publish a guide for the car owners of France. Listing the names and locations of petrol stations, garages, tyre mechanics, hotels and restaurants giving them a one to a three-star rating, which is where the highly acclaimed Michelin stars of today originated from.
With some high rated places being further out people would have to travel a further distance, and what do you need to be able to travel by car? Tyres!
This was a great way to not only promote their more sturdy tyres for the distance, but to also producing amazing relevant content to solve the customer’s problems of finding the best places around France, and who doesn’t like going to the best places?
(Check out the full story here if you’re interested: http://www.bbc.com/travel/story/20181024-the-ingenious-story-behind-michelin-stars)
Innovating a great idea like the Michelin brothers is hard, but with the right fundamentals towards your content, you’ll definitely have a solid foundation to grow!
Hopefully, this was beneficial to everyone reading this, and look out for my next post coming soon!