Here are points to keep in mind when creating an effective content marketing strategy.
What is an Effective Content Marketing Strategy?
An effective content marketing strategy is focused on building trust with your target market, delivering the right message to the right person at the right time.
How to Create an Effective Content Marketing Strategy?
To create an effective content marketing strategy, start by identifying your target audience. Next, ascertain what types of content would be relevant to them. This may include blog posts, videos, e-books, etc.
Above all, you have to come up with a content calendar in which you write down all the topics you are going to cover in the coming months or quarters.
The Importance of an Effective Content Marketing Strategy
Without a proper content marketing strategy, there’s no way for you to know if you are doing it right or not. And even if you are doing it right, you won’t be able to prove it to your bosses.
Content marketing strategy helps businesses increase their brand awareness as well as their sales.
Content Marketing Strategy Examples
For some inspiration on how you can create a powerful content marketing strategy for your brand, check out these examples below:
1) HubSpot—Inbound Marketing Example
Hubspot’s goal is to help businesses attract visitors, convert leads and sell more.
To achieve this goal, they first created a list of topics related to marketing and business growth that their customers— small businesses—would find relevant and helpful. They have also discovered which kind of customers find certain topics more interesting than others and have created separate landing pages for each topic so they can send the right message to the right person at the right time.
For instance, if a salesperson from a financial services company comes to Hubspot’s website looking for information about lead generation tools, he will be redirected directly to this topic.
This allows Hubspot to focus on providing useful information rather than wasting their time trying to persuade him to buy something he doesn’t need yet.
2) Intercom—Inbound Marketing Example
Intercom is a messaging platform designed for communication between companies and their customers.
To help customers make smart decisions regarding the use of Intercom’s product, they provide them with a blog. This is where they can find real-life examples of companies using Intercom. As well as tips on how they can use it effectively.
This way, they build trust with their customers. Also, show them that they are committed to helping them grow their business.
3) Fitbit—Marketing Automation Example
Fitbit uses content marketing to help people learn more about fitness habits and how they can get fit.
Their blog posts include topics such as:
- How to be fit with your kids?
- How to motivate yourself to get fit?
- and How to be healthy while traveling?
All these blog posts are to lead people into buying Fitbit’s products. To ensure that the right people find the right information, they segment their audience into different groups. For instance, basing on where they live, what kind of device they own, and what kind of content they prefer.
For instance, if someone has an iPad, he will see blog posts on how he can use his iPad effectively while working out. If someone owns an Android device, he will see blog posts on how he can use Fitbit’s app effectively while working out. This is how Fitbit ensures that the right content reaches the right person at the right time.