According to the Pew Research Centre, more than half of adults in the United States have relied on the internet during the past COVID-19 pandemic, which means that content creation is the most popular and you will need a content marketing strategy appropriate for the current development. This means increasing your content online and spreading your brand message across virtual platforms. However, flooding people’s newsfeeds and inboxes with random ads is not a good idea. To succeed in marketing your company, you will need to think ahead and create a well-organized plan of attack instead of randomly increasing content.
Define your audience
To grow your customer base, you need to understand who you are targeting in the first place. If you don’t know what your customers want, you will find it difficult to create content that meets their needs. Demographics such as age, location, and social media habits are great indicators of who your customers are. These traits will also tell you how to reach customers. The last thing you want to do is cast a huge net and try to catch as many fish as possible. You’ll waste a lot of your energy chasing people who aren’t interested or don’t need your services. Focus your efforts on people who fit your ideal profile, and you’ll have a smaller, more loyal support base.
Plan your business
It’s easy to get overlooked if you’re a small fish in a big pond. But if you survey and learn how to leverage your competitors, you can create content that makes an impact that everyone will notice. What are similar businesses talking about? Which companies are seeing the most success with their customer bases? What are competitors failing to discuss? Studying your competitors will allow you to create insightful content. By knowing what people in your industry are talking about, you can develop a list of keywords and enhance your SEO marketing approach. At the same time, it’s equally important to notice gaps that businesses haven’t covered yet. Offer a mix of trending topics and fresh insights to create cutting-edge content that’s sure to get noticed.
Define Who You Are
Once you have a solid understanding of your industry, you’ll need to know how to fit in, so you’ll need to design a brand for your company. Whether you’re posting on social media or a website/blog, the more people feel like they know who you are and what you’re about, the more they’ll trust you and seek out your content.
Diversify Your Marketing Content
While you want people to get to know you, you don’t want to be one-dimensional. Connecting with people in ways they understand can help you build lasting relationships with customers. The old-fashioned written content industry still resonates with people today. If your company doesn’t have a lot of name recognition, a blog is a great way to introduce yourself. People can get a sense of what your brand is and what types of products or services you offer. So don’t be afraid to introduce yourself in new forms of communication like podcasts, YouTube channels, social media, etc. Not everyone has the time to read blogs, but they may still want to learn about your product.
Make sure to think about different ways to get your content out there. Some people prefer reading, but others have different ways of speaking to them. People will appreciate you communicating in a way they’re familiar with, and they’ll want to experience your content in different ways.
Leverage Social Media
Selling someone a product or service can seem like a daunting task, so social media platforms are the perfect space to connect people with your brand in a low-risk environment. Just remember that people like to skim, so your copywriting should be compact, like headlines with a light tagline, discount code, or catchphrase. To keep things simple, centre your post around one key point or action item. Headlines are ways to get people to engage with your content and brand. As long as you capture the points of interest, you can build a social media presence that will attract future customers.
Follow a schedule
Focused content is much more effective, your marketing strategy should follow a strict schedule to keep your brand relevant and avoid customer fatigue. Depending on your products and the platforms you use, you will need to determine how often you market to customers and the best times of the year to do so. For example, a winter coat company should ramp up their marketing in the fall months, which will drive winter sales. Posting once a week on Instagram and Facebook will help generate interest among their customer base. Knowing when, where, and how often to post content will improve your marketing campaign and create an engaging brand image.
Put a positive spin
Keep in mind that you’re not sending marketing materials out into the void. For example, the world has been through a global pandemic, and people are looking for ways to stay positive. So give people something to look forward to. Post about online platforms and the ways your company is embracing the virtual world. The content is timely, and you have the opportunity to be a positive force in a difficult time. Read on for a great example of a website that posts about technological advancements and keeping morale up during a global pandemic.
Steps Ahead
It’s impossible to read people’s minds, but you can get closer to informed and organized marketing content. Understanding your audience and industry can help you find future opportunities to spread your brand. And as you continue to produce timely content, people will start to think that you know them better than they know themselves. Every business wants to build stronger relationships with customers in an interconnected world. To stay a step ahead, check out more of our articles, and keep your marketing strategy on top of things.
