Content Marketing, or marketing through the creation of various content formats, without directly aiming for sales or profits, but rather building a customer base for the brand. Whether the content is in the form of articles, short or long videos, or any other format, the more content there is and the higher its quality, the greater the chances of the brand’s success.
There is a report from a survey of over 60% of marketers worldwide indicating that using Content Marketing strategies can increase sales opportunities and 81% believe that “content” is an essential part of today’s marketing strategy. Therefore, in this article, we will introduce 6 secret tips for developing Content Marketing strategies for small businesses. If you’re ready, let’s get started.
1. Start by Defining Content Goals
Creating content can be done for many purposes. Therefore, defining clear goals before starting to create content is important to achieve that purpose as effectively as possible. It also helps both the brand and customers understand the concept of the content in the same direction. Generally, defining content creation goals includes:
2. Know Your Target Audience
To develop a successful Content Marketing strategy, it is necessary to analyze and define the target audience that the brand wants to communicate or present content to as much as possible.
Because the brand must know who will decide to buy the product or use the service. Therefore, considering how to use data and ideas to direct the direction of the content to meet the target audience is very important in Content Marketing strategy.
3. Consider Available Resources
Don’t forget to consider the time, budget, or number of employees available. Because creating content needs to consider the backend, such as defining roles and responsibilities of those involved, who will be responsible for production, who is responsible for writing articles, who is responsible for making graphics, or who is responsible for checking accuracy in the final step. Starting to create content with a high-quality backend team will help the content have the opportunity to generate good results.
4. Renovate Existing Content
For anyone who has the question of what topic to start writing content about? You may try researching existing content and bringing ideas to extend in our own writing style, adding more depth and length. For example, if you find a content type article on the topic of “How to do Keyword Research,” you can extend the idea in a new perspective as “Why should you do Keyword Research if you want your website to rank well.”
5. Use Evergreen Content Whenever Possible
If a large number of your content in your library is Evergreen content (content with valuable and timeless information), don’t forget to take advantage of that content as much as possible by reposting it on social media channels if there is a related trend at that time. This will make the content receive attention from social media again.
6. Plan Content Distribution Properly
Have you ever heard the saying “Talented but useless if in the wrong place?” In planning the promotion channels for content, it is the same. If you want good results from the content, you need to choose the appropriate promotion channels as much as possible. In principle, it can be divided into 3 channels:
- Owned Media or media owned by the brand, such as websites or various social media platforms.
- Earned Media is media of others talking about our content through word-of-mouth sharing, mentions, or comments. It is uncontrollable media. Simply put, if you want your content to be talked about a lot, you need to create content that touches people’s hearts or is useful or valuable enough to be shared.
- Paid Media literally speaking, this is a promotion channel that is obtained by paying money, such as buying advertising on various platforms like Facebook Ads, Google Ads, Microsoft Ads. But of course, it comes with higher costs than other formats.
The choice of each channel will have different advantages and disadvantages. Choose appropriately according to the type of content or look at the available resources as a starting point.
If a brand only focuses on selling products or services through advertising channels, I guarantee that the brand will not succeed in online marketing. Because from the buyer’s perspective, no one would choose to buy products through advertising for direct sales. For this reason, Content Marketing plays a role in creating interesting communication between the brand and customers, creating positive feelings towards the brand, and increasing the likelihood of becoming a customer base of the brand.
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