It can be fun. It can be educational. But it has no magic power. It will not transform your business or lead you to success. Unless you incorporate other ingredients …
What makes content marketing work?
For content to work, you need to understand your marketing and business goals. Then you can create content that serves these purposes, instead of just providing your audience with an enjoyable hobby.
Your blog articles, emails, ebooks, podcasts, advertisements … all of these must be integrated into a more global strategy.
Now, if you blog only to express your creativity, it’s different.
But if you’re using content to market a business, you need a strategic framework.
Here are 7 business goals for successful content marketing.
You can focus on just one or two goals, or you can use all 7. Go through the list and see which ones you can apply to your own content marketing strategy.
Objective # 1: Build trust and relationships with your audience
When you create useful, interesting and valuable content, your audience learns that they can trust you.
He sees that you know your subject. He has an idea of your personality and what it would be like to work with you.
Lack of confidence kills conversion. An abundance of qualitative content builds trust, increases the number of links, shares on social networks and interactions.
But too many entrepreneurs stop there. In fact, this is just the beginning.
Objective 2: Explore the pain of prospects
No, you are not doing this out of pure sadism.
The fact is that most sustainable businesses thrive because they solve problems.
Health problems, parental problems, money problems, business problems, technological problems, etc.
When you understand your prospect’s problems, you know how to help them – and then you have the heart of your marketing message.
Strategic content delves into the problems your prospects face. What is bothering them? What scares them? What motivates them on a daily basis?
A smart content marketing program leaves room for public questions. These can be provided in email responses, blog comments. You can organize question and answer sessions or webinars.
Listen to the problems your market poses for you and use them as a compass to guide your future content.
Objective 3: Overcome objections
Your prospect is looking for ways to solve their problem, but they also know the potential obstacles.
Strategic content is a great way to respond to objections from prospects – the reasons why they don’t buy:
- Is the price a sore point? Write content that shows how implementing your solutions can save money in the long run;
- Do your customers think your product will be too complicated to use? Write content that shows your customers are using it painlessly.
Understand the objections that keep your customers from buying, then think of creative ways to resolve those objections in content – before the buyer reaches the sales page.
Objective 4: use storytelling
In his Copywriting Handbook, famous copywriter Joe Sugarman described how he could approach writing an advertisement for a Corvette:
“Feel the breeze blowing through your hair as you drive on this hot evening. Watch people admire you. Accelerate. Do you feel the power of this great American sports car? Contemplate the beautiful screen of your dashboard, a real technological gem. ”
Sugarman does not describe the car. It describes the driver’s experience. And he used these copywriting techniques for all types of products, be it a pocket calculator, a private jet, or a multi-million dollar mansion.
It works very well in an ad or sales page, and even better in content.
Storytelling is one of the best content marketing strategies because it allows prospects to mentally test your offer before they experience it for themselves.
Objective 5: Strengthen loyalty with your customers
Each business must attract new prospects. But the greatest potential for growth comes from the ability to cultivate closer relationships with existing customers.
Create a richer experience for people who have already bought from you. Improve the functioning of your products and services by associating them with useful and user-friendly content. Use original presentations to impress them.
Objective n ° 6: develop new business ideas
Your content is a fantastic place to experiment with new ideas.
Thinking of repositioning your flagship product? You are trying to better define your unique selling proposition? Do you see a new problem on the horizon that your customers might want you to solve?
Put these ideas in your content and see how people respond. It’s a low-risk way to try your ideas while risking very little. Your audience will let you know, with their reactions, which ideas ignite them and which ones cool them.
Objective n ° 7: build your reputation through search engines
Many content marketers mistakenly believe that creating good content is first and foremost about being well referenced on Google. However, if you place this objective in first position, you will probably have difficulties with natural referencing.
Indeed, search engines find you valuable because readers find you valuable. And readers appreciate you because your content strategy is top notch.
So focus on the first 6 goals first, then focus on SEO afterwards.