Content marketing is the fuel for the overall digital marketing
campaign. Regardless of where you are in terms of success, your company needs
to have a robust content marketing strategy upon which you can lay the
foundation for your other digital marketing strategies. Content marketing is
directly linked with your communication and PR strategy and that is why it is
one of the most important strategies for you to have in the early days of your
business. Here we are going to talk about 3 components of a successful content marketing strategy
that can help you gear up for improved profitability.
Customer Personas
Customer personas are comprehensive documents that define the
following about your target customers:
●
Demographics including
age, gender, family status, job role, location, and education.
●
Behavioral and
cultural traits including media preferences, consumer needs, cultural
influences, buying behavior, and personal
goals and values.
This information is absolutely crucial in the beginning days of
your business formation. It will allow you to know your customer better and
hence build a content strategy that best goes with your consumer personas.
There are a number of ways through which companies collect data
about their customers. Online Web surveys and social media surveys are one of
the things that can help you get quick customer data upon which you can build
the foundation for your content marketing strategy.
Market research
Another important component of a content marketing strategy is
market research. This is significantly different from the customer research
that you would do in the first step of this process. While customer search
helps you learn more about the potential customers, the market research helps
you learn more about the market that you will be selling your services in. Both
things matter tremendously because they are dependent on each other.
Lack of customer data
can impact your strategy (and not just content marketing strategy) and keep you in the
dark about what your customers really want. This can ultimately impact your
profitability in the near future. So
what you want to make sure is that conduct your market research based on the
information you have acquired through your customer research.
The purpose of market research is to understand the market
where your customers will be served. You need to take into account the factors
that can readily impact your product placement in that specific market.
Competitor research
Competitor research is another important ingredient of a content
marketing strategy that allows you to see how your direct competitors have
positioned themselves through their content strategies. This is absolutely
important when it comes to content strategy as it allows you to see what
keywords your competitors are using and how these keywords are helping them rank
higher in the search engine.
Based on this research, you will be able to see the top
trending keywords and how they are impacting the ranking of your competitors
business. You need to plan your keyword strategy around these top trending
keywords.
It is important to note that all the above-mentioned steps have
to be done in a systematic manner in order to reap the full benefits.
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