This article will cover what effective Content Marketing is and what it consists of.

The key to achieving effective Content Marketing is to create and to publish text, audio, video, or infographics on a website, or on social networks, that attracts different segments of a targeted audience.

Effective content marketing then takes this audience and converts it into customers.  It is a technique that is the central component of a defined inbound marketing strategy, which is comprised of taking measures to attract potential customers to specific messages.  This contrasts with traditional interruption, or outbound, marketing techniques such as advertising in print media or on television.

There are Five Key Factors to Ensure Effective Content Marketing Success.  They are:

The identification of the appropriate target audience and the market segments that it is comprised of;

  1. The determination of the specific content interests of the identified market segments;
  2. The creation of relevant and quality content;
  3. The dissemination of content so that it reaches the different segments of the identified target audience at the right time and in the right place;
  4. The conversion of content consumers into customers.

 

Let’s take a closer look at each of these five factors of effective content marketing:

How do we identify our target audience and market segments?

A target market is the specific group of people that companies seek to reach with their message.  They are the people that are most likely to consume the products and services that are being offered for sale.  Furthermore, they can be grouped in segments by some common characteristics like demographics and behaviors.

Companies can identify their target audiences by examining their current customer base.  Who are their current customers, and why do they buy the company’s products or services?  It is also possible to look for common characteristics and interests.  It is very likely that other people like them could also benefit from the products and services that are being offered.  Once a company successfully identifies potential users of its products and services, it can then produce website content that is both relevant and useful to the audiences that have been identified.

How does a company know what content may be of interest to each of its market segments?

Answering this question can be complicated because there may be many market segments to consider and interests may vary.  As is the case with any type of marketing, Content Marketing requires that those that are producing content for a website identify and empathize with the potential consumer.  In other words, it is best to put oneself in the shoes of a person in a particular segment and think about creating content that is both relevant and useful to that individual.

How can we create content?

Companies can order content from a third-party, or they can create it from scratch.  The most important thing in Content Marketing, however, is that the material that has been produced will interest the target audience that has been identified.  Content can be made and posted in several forms.  These include text, video, audio, infographics, images, tables, or FAQs.

How can we make our content known?

The main technique for making targeted audiences and marketing segments aware of content is through Search Engine Optimization (SEO).  In order to have an effective Content Marketing plan, a company must make the effort to have its website indexed well on major search engines such as Google, Yahoo, and Bing.  Another effective technique for making content visible to potential consumers is to publish a blog.  Blog posts that are optimized for SEO represent a critical component of a Content Marketing program that produces results.  It is advised that content marketers be trained in Search Engine Optimization (SEO).

How do we convert visits that result from content marketing activities into customers?

Through consuming the content that has been posted on a website, the visitor must be made to believe that the company has the ability to fulfill his or her needs.  Also, the company must make sure that its website has been structured in such a way so as to facilitate contact between visitors and itself.  This means that the company must have a separate contact page, as well as must display its phone number visibly on all pages.  Lastly, another way that a company may convert website visitors into customers is to get them to respond to a “call to action,” or a CTA.  A call to action is a prompt on a website that tells the user to take some specified action.  A CTA is typically written as a command or action phrase, such as “Sign Up” or “Buy Now.”  Calls to action typically take the form of a button or a hyperlink.

We hope that this article has been both relevant and useful and has successfully depicted Content Marketing as an effective technique to attract interested parties to your website.   Contact us should you require our assistance in this area of your marketing efforts.