Jun 2023

Content marketing is a strategy that has a focus on producing, publishing and disseminating content with the incentive of reaching your ideal audience and, ultimately, persuading them to act and make a purchase.

As a marketeer you’re continually striving to keep up with a constantly changing industry, so it’s critical to produce content (video, photography, blogs, infographics etc.) that resonates and provides value to your audience.

Getting your content to work as hard as it can for you is an essential element in making this strategy work and to give you the biggest bang for your buck!

Here’s our top 5 tips for getting the most out of your content marketing:

  1. Know your audience.

Content marketing is all about speaking to and engaging with your ideal customer. But first you need to know who they are! Create a buyer persona to establish who your ideal customer is and who is best served by your product/service. Knowing and understanding your audience is the first step in creating valuable content.

Make sure your content has a purpose.

Every piece of content needs to have a clear goal in mind and loop back to your business. Sure, getting loads of views on a reel is great but what’s the point if it doesn’t lead to sales? You need to know your target audience and create content that provides value to them and/or solves a problem they have. Ask yourself what you need to include that brings the solution to their problem back to your business.

  1. Keep your brand consistent.

When you have your brand’s look and voice established, it needs to remain steady across all of your content. Your audience need to very quickly know that the content is yours, bringing you to the top of their mind as they view and engage with the content.

Understand your buyer’s journey.

Your content needs to engage and entertain the audience at every stage of the buyer journey. Initially you might entice a buyer to follow and engage with your content when they are at the top of the sales funnel, but as they move further down the funnel, you need to encourage purchases, encourage retention and eventually (ideally!) create a brand-loyal customer.

Repurpose your content.

You work hard to create your content, so make sure you use it in every place that it’s relevant and get the most eyes on it as you can. For example, this newsletter will be shared as a LinkedIn Newsletter, as well as here on our blog. Or how about videos? These can be used on your social media channels, on your website, in a newsletter, as part of presentations, etc.! They are great for reusing and repurposing.

In essence, content marketing is all about the viewer. Creating content that educates, informs and delights them will ensure your brand is top of their mind when it comes time to make a purchase.

To find out more about content marketing, click here.