Brand marketing is totally different from product promotion. Because when it comes to product promotions it’s all about sales but when it comes to brand marketing it’s all about awareness of your brand and the ultimate goal for a brand is to reach the target audience and motivate them to engage with the content and their services. So having a content marketing strategy is must for a brand.
Nowadays, even big brands like Red Bull, Apple, Microsoft, and Google are also taking up the benefit of content marketing strategy as well and are focusing more on making useful content.
As a brand, the major goal is to establish a strong relationship with your audience and nurturing them in order to sell them the products. Using content marketing strategy all let brands find out the mistakes and rectify them while in the planning stage of product launch.
Here are some of the best content marketing strategy that most SEO specialists use in order to reach their audience:
1.) Goals and objectives
All the content that you have been generating should clearly communicate your brand goal. When it’s about the basic goal of brand promotion. the goals can be.
- Increased brand awareness among your prospects. This can be achieved by having an increase in the number of clicks and brand queries.
- Increase in organic traffic and social traffic.
- Increase in the number of leads in terms of calls, application or subscriber to your newsletter.
Once you have defined your business goals, you will need to decide on how you are going to measure the results that you will receive. The result can be measured in terms of the number of leads or conversions. So, if you are still thinking of setting a performance metric to measure the results. Be sure to have them in place before starting your campaign.
The next step is to specify the goals and performance metrics by which you will be able to evaluate the effectiveness of any campaign. For example:
- Increase in the number of clicks over the branded query by 10 times.
- Increase in organic traffic by 200%
- Increase in the number of incoming calls by 3 times.
2.) Target Audience:
Content is not curated just for the sake of having content on the website. Always remember that the content you are going to create will be used by your prospects. So, before you start curating the content you must be very clear with who your target audience is. What is that they need help with and how can your content be helpful to them.
Here are some points that you must keep in mind when targeting your audience.
- Is your content on the website optimized? If yes is it optimized for the correct audience?
- The information that you are sharing is clear and accessible to your target audience or not?
- Does your content answer the questions they are seeking the answer for?
- What kind of content can attract your prospects? Is it articles, infographics, videos or case study?
3.) Competitors Analysis
In today’s age, there is no such niche where there is no competition and most of us know the main competitors of business very well.
If you are not sure who your competitor just do a search for your product or service in Google and you will have the top 10 competitors for your business. Therefore, In order to create an amazing strategy for your business, you should select the top 5 competitors. So you can analyze them in three major areas as follow.
Promotion Channels: You need to understand what the major channels over which your competitors are promoting them self. These can be either like social networks, Email marketing or Paid search campaigns. Once you have the list with you, you will need to understand how they are performing over these channels and then create a strategy to surpass them in the results.
Content-Type: Before you start curating your content always understand what type of content, format, and presentation are your competitors using to generate the traffic to their website.
Publications Frequency: The frequency or number of times the content is posted is always very important. So, in order to check the publication frequency of your competitor look at their blogs and social media and draw a graph and by this, you will be able to draw the perfect posting frequency for content. Along with that check what kind of content are they missing? It could be an ebook, case study and once you get to know where the gap is, and simply fulfill that gap with your content.
4.) Content Formats:
Now that you have set your goal and understand where your audience is now it’s time to understand what type of content format to serve to them.
The content format basically depends on the purpose. Let’s discuss the 3 major purposes:
Increase in brand awareness:
If your goal is to increase the brand awareness then your content can’t represent you as a Noob, the content that you are posting should simply show your expertise into the field. In the same time should be accessible to a wide range of people.
The content can be in the format of:
- Video Lectures
- Cases libraries
- Motivational content
- Self Used Blogs and articles
- eBooks or White Paper.
To Drive traffic:
If your goal is to drive traffic to your website then the focus of your content should be on “insight” to build a strong user relationship with your business.
The content can be in the format of:
- Advertisement on social media platforms.
- SEO-Optimized Content.
- Email Marketing
- Social Mentions
Increase in Leads:
If your goal is to increase the leads for your business, then the content that you are posting should portray the benefits of your products or services and must contain a CTA(call to action) button along with that.
The content can be in the format of:
- Product reviews
- Product Comparison
- White papers
- Product Manuals
5.) Content Marketing Channels
Now that we have also created the content, it’s time to share that content with your potential customers. But, how and where to distribute your content that it can cover a wide range of people.
We have divided the content marketing channels into 3 major groups:
Personal: These content marketing channels are those that you have complete control on. They can be either your own website, Social Media Groups or YouTube Channels. The traffic that you will receive from here is free of cost and therefore you will only have to bear the cost of content curation and editing.
Referral: If you are creating the content which is useful to your audience, people will start sharing it on social media. Resulting in backlinks and mentions. But, in order to make your content viral, you will need to create the valuable content. It can be either in the form of infographics, case studies and User research.
Paid: In order to make their content viral, many of content curator take the help of 3rd party websites. But, this method is more beneficial when you know where and who your audience is. Paid marketing over social media networks can help you in making your content viral.
6.) Content plan
Now that we have everything with us like “Goals and objectives” “Target Audience” “Competitors Analysis” “Content Formats” and “Content Marketing Channels”. We are in the END GAME now. Most of the website owners don’t add this step to their strategy but this should be always in your strategy.
In order to create the content plan, you will need to make a group of keywords, topics that you want to target and then sort them by their categories. Once you have that, it’s time to put everything into a calendar and assign the responsible people their tasks.
An effective content plan is compiled for at least 3 months. Even better, if you can manage to create a plan for 6-9 months. By having a plan of at least 6 months you will be able to understand the scope of work and can plan the required resources for creating regular content.
Having an appropriate content marketing strategy for brand promotion is a very important step. It will not only help the marketers that you are working with but will also help your target audience. A well-organized content plan is always helpful in attracting the audience to engage with your content in a short span of time.