Content marketing is one of the most important components of online digital marketing, there’s a popular saying in digital marketing space that “content is king” this is based on the fact that content marketing is one component of digital marketing that has relationship with almost every other components.
For example, if you decide to do any other online digital marketing activities like social media marketing, email, SEO or SEM, content is the major thing you will have to deal with, it’s one component that will help you implement other important components of online digital marketing.
If you are not familiar with some of the abbreviated terms used above, read this article here, I explained about some digital marketing terms and phrases, understanding this terms will help you learn digital marketing faster.
The bottom line here is content is essential when it comes to digital marketing, if you are going to be implementing digital marketing in your business or becoming a digital marketer, it’s necessary you understand the concept of content marketing and also have an idea of how to implement content marketing, in a previous post we discussed the concept of content marketing.
In this post, we will briefly look at what content and content marketing are all about, forms of content, sources of content and how to implement content marketing in a business or brand.
So, let’s get started.
Overview of what Content Marketing and content are all about
Just like we have explained in a previous post, content marketing is all about creating and distributing valuable and useful content, with the end game of attracting potential customers, convert them into leads and hopefully into buying customers.
In a nutshell, content marketing is all about creating contents and marketing the content with the hope of achieving the end game (objective).
Some of the major end game of implementing Content Marketing either as an individual or business include increasing sales, expanding customers base, increasing brand awareness, increase brand credibility, Nurturing leads, engage an online community of users and so on.
Content marketing, whenever and wherever it’s implemented is always aimed at achieving its goal or objective, which we will be discussing soon.
Implementation content marketing in your business with A 5 step process
This 5 step process is like an overall content marketing implementation process broken down into actionable steps.
The first step in the process is:
1. Goal or Objective
The first step in the process of content marketing implementation is defining your Goals or Objectives.
You need to define what you hope to achieve with content marketing as an individual or business, your goal or objectives is the summary of your content marketing strategy.
The question that might help you figure out what your objectives is; “why do you want to do content marketing?”
The questions can be for you as an individual or your business at large, what is the essence of adding content marketing to your overall marketing strategy.
Giving an honest answer to this question is important because it will determine what other steps in this process will look like.
To be able to decide on this you need to understand some of the advantages of content marketing.
We have highlighted this early in this post, but here It is again, some of the benefits of content marketing include, Building trust, Brand awareness, increasing sales, generating leads, nurturing leads, converting leads to customers, retaining customers and so on.
To define an objective, you need to decide which of these things you want to make your objectives, as an individual or business.
While this can be applied in any form of business, let’s take a beauty shop as an example here.
Let’s say you run a fashion business and you want to implement content marketing in your marketing strategy, your objectives could be to create awareness, attract a kind of people to your platforms, entertain, educate and inform them about fashion and style, which can end up creating a customer and business relationships.
Here is one question to answer that will help you define an objective for your content marketing.
Why do I want to implement content marketing?
Being honest with this question will help you define compelling objectives for your business.
In the second step in the process, you are breaking down the overall objectives into concentrated activities, this is where you draw the map for your objectives.
This is where you put the targeted audience for your business into consideration, the form of content, the type of content to produce and the channels that can be used to get this content to its intended audience.
In the case of our fashion business, Let say, on your content marketing objective, you decided to use content marketing to create awareness, attract people to your business and increase paying customers.
Your content strategy/planning can be something like this in writing…
By implementing content marketing people will be aware of me and my business, which will create more business opportunities like expose me to people who value my works… (more can come in here). To achieve this, I will share tips for personal styling, my experience and stories, I will also share my skills, knowledge and thoughts for people who wish to learn about fashion business or how to personally style themselves. I will use both written and video form of content, I will use channels like YouTube, social media and professional blog to distribute my content, where I can reach my potential customers attract them to my platforms, build trust and possibly turn them into buying customer… etc.
The above strategy contains actionable steps that can help you reach the objective of your fashion business, it will help you define whom your potential audience is, the form and source of your content and channels through which your content can be distributed. All this can serve as guidelines which can be broken down to develop workable plans.
Here some questions that will help you craft a workable strategy.
1. Whom are my potential customers (target audience )?
2. What form of content suit my potential customers?
3. How am I going to create content?
4. Which channels will I use to distribute your content?
5. How am I going to convert your potential customers?
This is the stage in the process where the content is created or produced.
Your overall objective and strategy are put into perceptive in the production and creation stage.
Knowing the tools and skills needed for the production or creation of your content is important.
For example, if you will be writing blog posts sharing your some stories, your experience, skills or knowledge through writing, focusing on improving your writing skills and learning more about tools needed for publishing your writings will be necessary, same with when you decide to share pictures and videos of your styles and collections.
Questions that can help you get this stage right include:
1. What kind of content will be suitable for my audience?
2. What skills do I need to create the right kind of content for my audience?
3. What tools do I need to create the right kind of content for my audience?
Marketing/Promotion for your content must have been defined in your strategy.
In this stage, it’s all about getting the content to the intended audience, it’s more about exploring the channels you defined in your strategy
Use online marketing channels to implement content marketing your channels can be blog/website, video channels like YouTube, email, etc.
You can reach your target audience through organic or paid traffic.
This is also where you define how to optimise the awareness and potential customers you will be attracting to your platforms, what do you want them to do once they find you, DM you, like your page, follow you, subscribe to your channels or email, etc.
Some of the questions to ask include:
1. What form of marketing or promotion will I use, free or paid or both combine?
2. How will I distribute my contents?
3. What actions do I want my potential customers to take on my platforms?
In this stage of the process, you measure to see how well all the above processes are doing, it involves evaluating to see if the overall objective is achieved, addressing any issue and adjusting when and where necessary.
Here are some questions you can ask to help you measure your content marketing strategy.
1. Are my reaching the right audience?
2. Are my contents adding value?
3. Are the potential customers that I’m attracting converting?
4. Is the cost per acquisition reasonable, putting lifetime value (LTV) of your conversions into consideration?
To sum it all up, first, you decide what you wish to accomplish with content marketing, next develop a strategy, a sound plan which will include, your potential audience, your source of content, the form of your content, digital channels to use, such as social media, blog, email etc. then create your content putting into considerations all these important factors.
When your content is set, use the right channels to distribute your content, monitor, evaluate and adjust your strategy if necessary, you can follow these process to implement content marketing in your business.
The process highlighted here can be used to implement content marketing in any kind of business even in Large scale businesses, what will be required is to change variables as the case may be.
Hope this post helps you understand how to implement content marketing.
If you have any question about implementing content marketing, you can ask in the comments below.