So, content marketing isn’t just about putting content out there as fast as you can. It’s about the right content marketing plan that can serve your bottom-line, not haphazard publications on all possible channels hoping to make a viral hit.
There is already a lot of noise on the internet. You need to differentiate your business as a go-to resource for the people you serve.
That means publishing relevant content that will resonate with your intended audience. In this regard, you need the right foundation, and that starts with identifying your buyer persona.
So, how do you do this?
Look at what you sell, who are your ideal customers, and why that service or product is perfect for their current situation. Then put that together as a strategy to market your business.
4 tips for building out your content marketing strategy
Planning a content strategy is not just for large companies. In fact, a lot of small businesses are executing commendable content marketing strategies that significantly contribute to their bottom-line.
So, do you own a B2C business and wondering how to get your small business content marketing strategy in place quickly? Here are 4 quick steps to get you there.
1. Master your buyer persona(s)
You need to know who you’re marketing to before you start producing content for them. Everybody is not your customer, so you need to identify who those ideal customers are and why you would be the perfect business to solve their specific problems.
For example, consider that you own a small business that provides vehicle history checks to consumers?
This is a very niche business area. So, based on that type of B2C service, what would your buyer persona(s) look like, and how do you market to them?
In this regard, a segment of your target audience would be people looking to buy a used vehicle and need the history. Therefore, your content needs to be relevant to this sector.
So, when you look at the blog of a company in this industry, for example, the posts should be related to their target audience – people interested in vehicles. So, if someone is interested in buying a used Toyota Crown, a car review post would be considered helpful.
Now think about your own B2C business, no matter the type of product or service you offer. Is your content directed at your buyer persona(s)?
This is the same approach you would take with a small business with a narrow niche or a large corporate entity with several buyer personas. You determine who they are, then you know what type of content to prepare to engage them.
2. Identify the channels your audience uses
After you’ve built out your buyer persona, it’s time to identify where you’re going to find them. This is also a part of the audience development process. Because how you reach your audience determines the type of content you put out.
Are they mostly on Facebook, Instagram, or YouTube?
Which avenues should you use to reach them and bring them to you? How will you get them to your blog?
Thinking about these issues allows you to develop a content repurposing plan that gives you the opportunity to make multiple content pieces from one primary content.
3. Build a plan to target them
Next is developing your content marketing plan. You should assess your current position and what you need to grow your engagement with your audience.
Your plan should also include KPIs. Without measurable goals, you won’t be able to quantify your strategy’s effect on growing your business through audience engagement.
Whatever platform(s) you choose to market your services or products, make sure you also build content on the ones you own – like your website.
So, a blog continues to be a widely used content marketing tool. Plus, it’s not just for large companies or successful entrepreneurs who rely on it for driving leads (thinkTweet 72% of marketers say content marketing increases their engagement and the number of leads they get.