Content marketing is the business buzzword du jour. Every brand, big and small, is trying to determine its content marketing strategy as a pathway to building better relationships with customers.\u00a0That’s hardly a surprise, because when it’s done right, content marketing actually works.
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\nBy its very nature, content marketing is inherently centered on your customers because it provides information that adds value to their lives. The value\u00a0is in the eyes of the beholder\u00a0and should be consistent with what the brand offers and stands for. Value\u00a0can take the form of entertainment, enhanced user experience\u00a0or expanded product benefits,\u00a0to name just a few. Often, there are multiple ways of adding value that come from good content marketing.<\/p>\n
Good content marketing doesn\u2019t necessarily come easy, however. I\u2019m often asked how to get there. While there is no simple formula for success, there are a few guidelines that I live by, both personally and professionally:
\n1. Be the brand.
\nWhile the content you create should cater to your customer\u00a0needs and wants, it should also be unique to your brand as well. It should come from the essence of your brand and what it is all about. You shouldn\u2019t create content that is completely foreign to your brand, even if it is serving a purpose for your customers. Bottom line, your content should make sense coming from your brand\u00a0and hopefully, your brand alone.
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\nDon\u2019t talk about yourself all the time.
\nYou\u2019ve been there — you go to a party, and you get stuck with someone who only talks about himself or herself. You can\u2019t wait to get out of there. The same is true of brands on social media. Don\u2019t talk about yourself all the time. You\u2019ll quickly turn boring, and you\u2019ll turn customers away. I personally follow the 90\/10 rule. Talk about other topic (sample nursing essay examples by the best nursing assignment writing service)s 90 percent\u00a0of the time. Talk about your brand the other 10 percent.
\nVariety is the spice of life.
\nKeep your content fresh on a continual basis by serving up a variety of topic (sample nursing essay examples by the best nursing assignment writing service)s and rotating them into a fluid mix. Create a content calendar, and map out the topic (sample nursing essay examples by the best nursing assignment writing service)s you plan to cover, making sure that you\u2019re not repetitive and not sticking to just a few areas. Decide how often\u00a0you want to post new content —\u00a0be it daily, weekly\u00a0or monthly — depending on what makes sense for your business and how often\u00a0you can create compelling, unique content. When you map it all out on a piece of paper, you\u2019ll be amazed how easy it is to mix it all up and stick with your plan.
\nChange the channel.
\nIt\u2019s important to understand all the various social channels and how to use them. Users go to those channels for specific reasons, so serve up different content in different ways on each of the channels — whatever\u00a0makes sense for your brand and your customers. If you have highly visual content, then perhaps Instagram is a great place to inspire your audience.
\nA highly B2B-oriented business might consider thought leadership pieces on Twitter or LinkedIn. Facebook is more social and could be a good outlet for more pop culture kinds of topic (sample nursing essay examples by the best nursing assignment writing service)s. As you plan your content calendar, you should also weave in the social channels you plan to use each time, again keeping the mix fresh and relevant.
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\nContent marketing is a lot of work. It takes a thorough definition of your brand, a keen understanding of your customers\u00a0and a deep knowledge of the social channels, all pulled together via a detailed content calendar. When done right, content marketing can really help you build strong customer relationships and strengthen brand loyalty. It can become the basis for your communications plan to grow your business.
\nAs you can see, content marketing is more than just a buzzword. It\u2019s an action plan for your brand\u2019s connection\u00a0to your customers.<\/p>\n","protected":false},"excerpt":{"rendered":"
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