Whether you have a small startup or a mature corporation, your online marketing strategy should incorporate content marketing as one of its main activities. This is because people on the internet expect new, quality content all the time, particularly from those who are trying to sell them something.
What this basically means is that if you want your customers to care about what you’re selling then you will first need to get their attention, which is what content marketing was designed to do.
Content marketing is a type of marketing that uses quality content to generate inbound leads as well as build up an online brand by creating useful content that people find valuable. If the content is good then your customers will associate it with your company’s products, which in turn will motivate them to buy them.
More : What Is Content Marketing
One good example of content marketing is this very blog post you’re reading right now! A good content piece may not ask people to buy a particular product or service, but it can make them interested enough to investigate the company that produced the article or video. Which in turn may inspire some of them to buy, turning them from readers into customers. If you are new to content marketing, this is the core concept you’ll need to firmly grasp.
And to successfully attract the attention of your target audience, it goes without saying that we’ll need to know what actually motivates them. And that’s where buyer personas come into play.
Content Marketing and Buyer Personas
Buyer personas play an important role in content marketing, and this is because they are the theoretical representations of your customers. They are constructed using data from market research as well as input from former or existing customers.
By compiling this data, businesses are able to determine their customers’ demographics, buying patterns and motivations, which in turn allows them to develop better content for their clients. For example, a customer who demands quality information may prefer articles over videos because written words give them more details.
On the other hand, there are also customers, who prefer to watch videos because it allows them to process more information with the least amount of effort.
Once a business has determined the buyer persona of their target market, they will be able to create content which are most appealing to this audience. In this way, they are able to maximize the effectiveness of their content marketing strategies and thus focus their resources where they can do the most good.
Content Marketing and Social Sharing
One of the most important components of content marketing is social sharing. Good content spreads via social sharing, a phenomenon which is
generally carried out through social media sites and other similar platforms. What makes social sharing so important is that it distributes content without your direct intervention. Your own customers and clients spread them because they just find it valuable, which of course allows your brand to grow without any further investment. At ReadyCEO, we call this compounding effect “infinite ROI”.
However, social sharing and digital word-of-mouth mostly do not happen on their own. That’s the key reason why business owners often hire content marketing agencies to make it happen!
In other words, unless you have the time and expertise internally, the best way to conduct a content marketing campaign is to get professionals to do them for you. This is especially true for small businesses, because they lack the necessary resources and personnel to create and distribute effective content on a consistent basis.
What other small business content marketing strategies do you use? Please share in the comments below!