Ultimately, we must not lose sight of the fact that a good content marketing strategy in digital marketing is one that is at the service of the target audience, your buyer persona, to help them solve a problem or satisfy a desire. If your strategy is well planned and is quality content, it will generate the interest of your buyer persona or potential clients, earn their respect and trust and ultimately convert them into a client . In short, it will lead them to your product or service. And why? Because your content will be solving the same problem as your product.
Page Contents
2. Keys to creating the best content plan
3. Content aligned to product attributes
4. How to make your content innovative?
5. Benefits of a content marketing plan
6. Tips for good Copywriting
1. Design an effective content plan
Design a content plan from a strategic perspective. It is not enough to generate content and launch it in a more or less improvised way. In order for your efforts to be rewarded with the capture of leads, the ultimate goal of content marketing, you must have an efficient content plan designed based on a strategy.
New call to action
Content marketing is the cornerstone of inbound marketing , and it consists of creating and distributing valuable content for a specific audience, with the aim of attracting potential customers . A good content plan will help you optimize this process and make the most of your effort and money. It will work as a guide that will tell you what type of content and on which channels you have to publish to attract your target audience, win them over and ultimately convert them into customers.
In addition to generating an optimal return on your investments, a good content plan will also make you stand out from your competition thanks to the SEO positioning you will achieve. That is why it is advisable that you take your time to develop it or, if you are already implementing it, review it periodically to ensure that it is working correctly and correct possible deficiencies. It is not an easy task, but it is worth it and will be a decisive factor in attracting new clients to your company. Below we present the keys that you have to consider to create an outstanding content plan.
2. Keys to creating the best content plan
2.1 Define your SMART goals
That is, set what specific (S), measurable (M), achievable (A), realistic (R) and time-bound (T) objectives, the acronym for SMART in English, you want to achieve with the creation of your content.
2.2 Clearly define your buyer persona
Your Buyer Persona Profile is a fictitious profile configured based on a specific segment of your target audience. For your content plan to be effective, it must revolve around the buyer persona: if you know their tastes, habits, and lifestyle, you can choose the content, formats, and channels that will work best with them.
2.3 Simplify with a content management system
There are three key aspects to content management: creation , publishing , and analysis . Software like HubSpot 's Inbound tool integrates all of these steps, so you can manage everything related to your content from one place. Another tool is CoSchedule, which allows content management in WordPress, although as you can imagine, there are many more.
2.4 Ideas, ideas and ideas
Don't miss out! To avoid this from happening, one strategy is to select the most important categories of your content, and think of several topics for each of them. There are also tools that help you find ideas for your content, such as:
Website Grader, which diagnoses, among other things, the SEO of your website
Feedly, a popular RSS reader that lets you keep track of the latest trends in your industry
BuzzSumo, which measures the popularity of a specific content
2.5 Choose the most suitable format
You should choose the format of your content based on the needs and interests of your audience. The better you have defined your buyer persona , the more you will be able to fine-tune when choosing the format that best suits your ideal client. Let's review the most popular content marketing formats:
Blog
Blog posts are a great SEO tool . The content provided should be valuable, published regularly, and be between 800 – 2000 words long, depending on the industry in which the website is competing.
E-book
It is a lead generation tool that your clients can download after leaving their contact information on your website via a form. The e-book expands on the information in a particular post, thus providing great value to the client and reputation to your company.
Video
Although it is one of the most resource-intensive, it is also content that is very likely to be shared on social networks,
Infographic
They are ideal when you want to share a large amount of data in a way that is easily understandable, therefore providing great value to your audience. Canva or Gimp are free tools to create them.
Podcast
These are downloadable audio contents. Listeners to this format, which is especially interesting if your content frequently includes interviews, grow exponentially.
2.6 Create a content calendar
It is essential, and not only because it will allow you to organize your time. It is, above all, because by planning in advance you will be able to optimize your content and adjust it as much as possible to the format that best suits your different audiences. If you already have content on your website, it is always advisable to carry out a content audit to find out what we have and what we are missing.
In short, and as a summary, in this post you will see that the essence of a good content plan is the strategic alignment of all the elements that make it up, always keeping in mind that the objective is to capture the attention of your ideal client.
3. Content aligned to product attributes
If your content and your product solve the same problem, satisfy the same desire, or convey the same emotion, your target audience will be able to experience your product through your content. And the most valuable thing of all? It will naturally generate one of the most key moments of the buyer journey: the “Oh, by the way…” moment.
We are talking about that moment when you can offer your product as an even better way to solve the customer's problem. When the customer has experienced enough, your content will have generated a great deal of trust in your company and, therefore, it will be the right moment to suggest that they go one step further and purchase the product, that is, something that will solve their problem even more effectively than the content you have been providing them. It is clear that for this moment to occur, there must be a close relationship between "content" and "product definition" - both have to be aligned.
Example of content aligned to your product:
If a company sells a multivitamin supplement that helps you perform better during stressful times or exams (a problem it solves), its content types should do the same. How? By providing valuable information about, for example, foods that help you have more energy, vitamins that are more necessary during busy times and how to obtain them, or tips for getting a good night's sleep.
In this context, the “Oh, by the way!” moment would sound something like this: “You’ve shown interest in improving your energy with the tips we give you in our content, by the way, do you know the best way to do it? Check out our product.” So the key is for your content to be (almost) as innovative as your product in solving a specific problem or satisfying a desire. And this is where the next question arises.
4. How to make your content innovative?
How to generate innovative content in the same way that your product is?
One of the best definitions of what it means to be innovative was given by Twitter co-founder Evan Williams when he explained the formula for “building a multi-million dollar Internet company.” According to Williams, the key is to “ identify a human desire (preferably one that has been there for a long time) and use technology to reduce the steps to get there .” In other words, satisfy a human desire in the simplest way possible.
Well, although Williams is talking about businesses, this same simplifying strategy can and should be applied to content marketing.
5. Benefits of a content marketing plan
The best content is the one that is aligned with the product and these are the benefits of a good content marketing plan :
It makes it easier for the customer to satisfy a desire or resolve a problem, eliminating the steps that they have to take (it is innovative).
He does not lose sight of the fact that his goal is to solve brazil telegram a problem, not to sell a product.
It tries to solve the same problems as the products
Ok, we have already explained how content solves the same desire as the product, but… as for the second requirement, innovation through simplification, how is it achieved?
One way to do this is:
Determine the problem the customer faces during the product life cycle
List each of the steps you must take to solve the problem.
Think about what content resources you can use to eliminate or simplify those steps in your content plan and create an editorial calendar.
6. Tips for good Copywriting
Within content marketing there is a technique that you have probably heard of: copywriting. First of all, we want to make it clear that copywriting and content marketing are not the same thing.
Copywriting is a persuasive writing technique aimed at generating concrete actions on the part of the reader.
Content marketing is the basic strategy, while copywriting is a specific tactic.
There can be content marketing without copywriting, but copywriting is what will provide the differential touch, that “something more” that will make your user fall in love with your brand. The difference between not using copywriting and using it: more aseptic texts versus catchy texts that achieve that connection.
