Every business strives to generate more transactions. To achieve this, it is important to attract consumers and not only tell them about your brand, but to share a unique perspective or information they did not have prior to visiting your blog, website or social media channel. Content marketing is a mindset that is integrated into the entire marketing mix, and a great content marketing strategy is a process that must be strategic and well thought out.
While there are a variety of content marketing formulas that have proven to be successful, there is a common strategic thread that binds winning approaches to this element of the public relations game:
1. Define your target
Before producing any content, it is essential to define your target audience and understand their interests. Think about what information your reader needs and how you can supply it in a memorable way.
2. Set goals
Remember that the purpose is to provide valuable insight to the reader. Focus on the needs of your target audience, rather than simply listing your services. Be sure your strategy fits in the sales funnel and integrate your brand's image within the content.
3. Produce driven content that includes an attainable call to action.
Crafting great content that educates is essential, but asking people to do something with the content should always be top of mind. Position your brand as the expert and point consumers/clients to your online sources, locations or services to get more information.
4. Distribute to multiple channels to amplify the message
Repurposing your content and distributing it to all appropriate channels is essential. This will help reach new people who might not otherwise see your content.
At All Points we see content marketing as an evolving process that is dependent on creative and persistent execution. We recognize that producing content is ours to own as public relations practitioners because of our distinctive ability to be effective communicators through multiple channels. The roll out of our Content Marketing service comes as another way to support our clients with impressive publicity results, creative graphic design and engaging social media.