The heart of a great content strategy is the drive to educate or entertain your audience.
Content isn’t about obnoxious self-promotion.
It’s about turning stories into values, brand advocacy and consumer trust.
Content is all the “stuff” – all the information you give clients. This can look like any number of things including but not limited to: blogs, e-books, newsletters, social media accounts, contests, videos, landing pages, or quizzes.
Great content is about showing, not telling. While an ad is the “food in the window” that draws attention from someone walking by, content is the free cooking demonstration with samples. By giving away great information and proving the value of your business, you build trust and your reputation as an expert. Content can work symbiotically with other elements of digital strategy, for example, updating a well-written blog can boost your site’s SEO ranks.
It may sound counter-intuitive to give away information, but this is what sets you apart from the competition and proves to your audience that you’re the best choice in your industry. Later, when you ask your audience to pay for your offer, they will be more inclined to buy because they already know you.
This type of campaign adds prospects to your sales funnel, which can direct them into various Marketing Automation sequences and Retargeting campaigns, eventually driving them to your CRM, sales team or an online conversion.
Think about it: Someone who who chose to download your ebook or follow you on social media has already taken an action by showing interest in your brand. By tracking what piece of information pulled them into your content funnel, you can create paid content that they’ll love. For example, someone who downloaded your ebook on healthy cooking would be a perfect target for your paid 28 Day Healthy Eating online course.
These campaigns may use special ad networks that deliver the content, utilize email automation, or include Social Ad programs such as Facebook, Instagram, LinkedIn, or Twitter. The prospects from these campaigns should be handled differently, so an intelligent strategy needs to be developed.
The digital world is saturated and fast-paced, and businesses need to stay in front of their customers.
Our team has experience assessing target audiences, where they spend time online, and what messaging works best on those platforms. Using a combination of media sources diversifies your content, so it can be easily consumed by your target audience in the way they are ready to consume it.
For example, the ad copy in a Facebook ad, a social platform for catching up with family and friends, will be different from the body of an email to someone who just signed up for your newsletter.