Content marketing refers to the practice of creating unique content, driving an audience to it, and then anticipating that the content is useful or engaging enough to get users to remember, share, and talk about it. When copy writers make this happen, it’s good for consumers and great for the brands behind it.
Essentially the goal is to create one or more data-driven identities based on first-party data from customers, partners, employees, and market research providers. This is the “who” you want to reach with your content marketing. Analysis of the actual audience size and composition provides tremendous measurement and optimization opportunities. When asked to justify the ROI of a content marketing program, audience data is vital for quantifying the reach and level of engagement with the brand content among the target audience.
Observing where the target audience discovers and later shares stories is critical to understanding their true reach and relevancy. Tracing the course of the story from one member of the target audience to another is a great indicator of where to buy PPC and other forms of advertising to further amplify the message and incrementally expand its reach.
Stories that reach a consumer who is looking at his or her Facebook news feed on an iPad while riding the train to work is a very different opportunity than one where the content reaches a dad who is sitting on his couch with the TV on while thumbing through the news. Developing a set of metrics and benchmarks that reveals the true reach, engagement, and ROI of each unit of content will provide your business with the necessary feedback to know when and where to invest to achieve the best possible financial and strategic outcomes in the near and long terms.
- Acknowledge your audience: Your audience is vital and you must deliver the right content for the right audience. Approach and use insights to qualify understanding of your audience. Understand who your audience is, where they are and what they are thinking.
- Good Storytelling is essential: Work dynamically to develop your theme and narrative. The story must connect to your audience while supporting your own capabilities. Think about what your audience wants to hear and be creative in the approach.
- Engagement: Focus on developing and delivering creative content that will encourage your audience to engage and interact with your brand. Is your content something that will benefit them? Ultimately you want them to grateful for what they are reading. You are not the one who will decide what good content, your audience will.
- Activation: Have a clear strategy prepared for the frequencies you will use to deliver your content and focus on how you can make it purposeful. Activating your content across multiple platforms will enable you to deliver measureable outcomes. Remember that your content should be posted across multiple platforms so you gain the most possible reach.
An audience is simply a group comprised of individuals that share a common affinity or activity. To understand that audience and best optimize its experience and potential for returns we must understand the individual. Remember to never underestimate your fans’ desire to participate in telling your story. Encourage ways for them to tell their friends and peers. Social media platforms exist for you and you build a story, and for your fans to share that story with others. The more tools you give them to tell your story, the easier they can share it.