What should an organization write about on a blog or Twitter profile? The answer to this question is simple. The content you publish should complement what your audience wants from your brand. One of the biggest challenges businesses face is coming up with fresh content ideas. The trick lies in finding out what your target audiences wants to hear from you because content marketing can be incredibly effective in building brand authority and recognition.
Finding out Content Ideas
Inertly watching what other companies are doing is a tiny part of the research to come up with content ideas that will interest your target audience. First, a major part of research should include spending a lot of time going through content published by your competitors and by leaders who are related to your industry. Listen to the conversations happening about your industry, and identify the topics. Also, you may get some great content ideas from other industries as well.
Further surveying both the existing and prospective customers, asking them what kind of content they would like, to get a clear picture. Always remember, many consumers don’t know what they want from the content that brands are publishing. Get creative and you’ll get more insightful content ideas.
Types of Content
Once you recognize what type of information your audience is most interested in, it’s time to start creating and publishing that content. Following are some ways in which you can publish content for the varied audience:
- Blog posts
- YouTube videos
- Flickr images
- Facebook updates
- LinkedIn updates
- Pinterest pins
- White papers
- Answers to questions on LinkedIn Answers and Quora
- Links to great resources
- Case Studies
Your goal should be to create a variety of high-quality content, but you should be able to revamp that for different kinds of media. Diversification of quality content is very essential.
Power of Content Marketing
According to asurvey, 72% of marketers feel that content marketing offers a better ROI than magazine advertising, while 69% think that it’s more effective than direct mail and PR
- 63% of companies said posting content on social media has increased marketing effectiveness
- 6 out of 10 Twitter and Facebook users are more likely to recommend a brand they follow
- Companies with blogs get 97% more inbound links
- 67% of Twitter users with buy from a brand they follow
- 55% of blogs on company sites result in 55% more visitors
- 70% of customers prefer getting to know a company via articles rather than advertising
Despite these figures, brands are still skeptical about the benefits of content marketing.
Virgin Mobile, Marriott, American Express, LinkedIn, Toshiba, Expedia, Red Bull, Coca Cola and there are more of such classic examples, that used content marketing as a key tactic to get to where they are today. If you’re still not sure about this powerful new strategy, get inspired with the success of these giants and fuel up your content marketing strategies.
Why is it Required?
Content Marketing can be referred to as the “art of communicating” for attracting as well as retaining your customer base, by delivering valuable and consistent information. Here are some reasons why this strategy can work very well for your brand:
- Helps in building a community of loyal customers
- Content shared through social media allows feedback and through this you can know gauge the customers’ thought process.
- It plays an integral role in improving SEO
- This strategy adds value and makes your website worth returning again and again
- Good content acts as a magnet for people
- It increases your followers on social media
- It boosts word-of-mouth advertising
Impossible without Content Marketing
No matter what type of advertising tactics are used, content marketing should be an indispensable part of your brand building process. Recent years have witnessed a spike in this strategy. The popularity of social media has added more buzz in this marketing approach. Studies reveal that 72% of brands have increased their investment on this strategy in the past year. Not only this, the success of content marketing is also alluring to brands that have not used this form of marketing till now. For instance, 57% of brands that haven’t tried content marketing in the past intend to give it a go in the next year.
Organizations are clear on what they want to achieve with their content marketing strategies. It’s crucial for brands today to find more lucrative and consistent means of engaging with consumers, and that’s why content marketing has quickly become a key part of any organisation’s marketing blend today.