Simply put, content marketing is a creative way to effectively communicate with your readers without selling them anything, at least not directly. What I mean by this is that while you may not be soliciting your product outright, you are selling something much more important, yourself.
By letting your readers know who you are and what you have to offer, you are taking the time to develop a relationship with them, which in time will allow them to put their trust in you, your company, and your product. Below are some simple and important steps to help you make content marketing work for you.
Know Your Audience
When writing content, whether it be for your website, blog, Facebook page or any other form of print or social media, take the time to know who your Target Audience (TA) is. For example, if you were to write a letter to a friend, it would sound very different than if you were to write a letter to a stranger. Why? You know your friend; therefore you know exactly what you want to say to them. On the other hand, you do not know the stranger, so you cannot possibly know how to best communicate with them.
That being said; let say your company markets a self defense product meant to help protect a person who often walks alone. Your TA will be athletic men and women, college students and parents. With this information, you can provide much more relevant information to the demographic you need to be reaching.
Make a Plan
You know who your TA is, now you need to know where they are and how to reach them. Let’s use the case of the self defense product listed above. The first thing we need to do is ask ourselves a few questions. Do I have more than one TA? Does my TA have an online presence? What types of traditional marketing techniques would best reach my TA? By answering these questions, you will not only be better equipped at writing content that relates directly to your TA, you will also be better quipped at directing that content to where your TA is most likely to see it.
Coming Soon – How to Write Content Your Readers Will Buy!