November 01, 2019
You have posted a ton of information online in the form of blogs, whitepapers, e-books, and infographics. And you are doing it every day without fail. That is what most businesses with online presence do. Your social media channels are continuously connecting with customers using images, videos and the like.
And yet, you DO NOT see much activity and response from your customers. Your sales have not increased. You have not gained new customers. There are only some random shares and “likes” of your posts but nothing much beyond that.
Are you one of those who feel that your content marketing efforts are not bearing any fruits?
Don’t worry you are not the only one. I will help you get your mojo on.
(Source: Content Marketing Institute and Marketing Profs)
What you need to know is how to craft that kickass content strategy and draw the prospects and customers towards you like moths to flames? And I am going to teach you just that!
In this post, we will discuss:
Let’s get started.
Kristina Halvorson of Brain Traffic defines content strategy as:
“Planning for the creation, delivery, and governance of useful, usable content.”
In the simplest terms, content strategy refers to a well-defined plan of leveraging content throughout the buyer journey to achieve your business goals.
It has been observed that companies often fail to understand the content strategy and its components and that is why it fails.
Here are the key reasons why a content strategy fails:
There you have it.
How will you know if your content is effective? Definitely not by the number of shares, likes, and retweets on social media.
How will you create engaging content? Only if you know who is your customer.
Create your customer avatar and then directly speak to them about things they WANT to hear which is related to your business.
Therefore, to have a kickass content strategy, you must know:
Or simply – Who is your customer?
Whether it is your product or service offering or your content to engage them and draw them towards your offering, it is an absolute no-brainer that you must know your customers “better than they know themselves”.
Let us take the example of a fictitious TV company called ICTV. They manufacture and sell 4K Smart TV in 5 sizes and Full HD Smart TV in 3 sizes. All of the TVs retail at different price points and have varying tech specs.
The TVs have been made to cater to different segments of the customer in different markets – US, Europe, Australia… There are TVs for single people, families, elderly people, gamers, movie buffs and even for companies to install in their offices and board rooms or at the pub or restaurant.
Every buyer is different. They go through different stages of buying at a different pace. They have different needs.
Meanwhile, answering all of the above questions will help you develop your customer avatars or buyer persona. I will do a separate blog post to deep dive into Customer Avatar/ Buyer Persona and help you make your content strategy razor-sharp.
You must interact with your customers both formally and informally to get an insight into their customer experience. A Gartner study recently found that 89% of businesses compete on the basis of customer experience.
It is by knowing your customers in and out would you know how to engage them, how often, where and in what form – to make the interaction meaningful. Fruitful for both him and you.
Industries and businesses within industries go through three types of cycles:
If your company is a multi-national or even a small business in the Solomon Islands or Vanuatu, you will be facing the impact of the economy and therefore, your market too will be affected.
You need to know:
The company goals and objectives will vary depending on multiple variables either within your control or beyond. But the above assessment will place you on a stronger footing to integrate your content strategy with your business and customer avatars.
The goal of your content strategy should be to closely engage with your various customer profiles as they go through the phases of buying and beyond.
There is ample data to prove that it is cheaper to serve existing paying customers for repeat sales than to ceaselessly acquire more customers. Which means that the role of content strategy extends to retaining the customer engagement after-sales and motivate them to purchase more and become the business’s evangelist.
It not only costs more to acquire new customers but we often fail to monitor basic economics which states that once marginal revenue and marginal cost are equal the production (or customer acquisition) should cease. Why? Because beyond this point, we start losing profits.
The content strategy of the business should now focus on:
The objective of content strategy is to amplify positive customer experience and engagement to achieve the business goals.
But don’t forget the cardinal rule – document your content strategy and you will be on a roll. If you need a template, go for Moz.Content Marketing
SeeResponse is a full-service B2B marketing agency and a HubSpot Solutions Partner offering a range of marketing services through its team of marketing and demand generation experts. Our focus is on helping startups and larger companies grow through a combination of strategy, email marketing, demand generation, and marketing automation.