By June Tapia
April 28, 2020
Content marketing is a highly impactful form of digital outreach. Rather than focusing on pitching your brand’s offerings, this technique focuses on attracting the attention of potential customers with valuable information and other content. Many brands are using this as part of their digital marketing mixes. However, getting your strategy right, especially when so many others are competing for attention, can be challenging.
Creating Consistently Amazing Content
Most teams can create one really great piece of content, maybe even a few. However, learning to make effective content consistently is a more complex undertaking.
There are two major ways to create content: presenting your products in a relevant and human way and addressing the key problems that likely customers may have. For example, if you sell camping equipment, you may produce a series of videos based around using your products in real-life situations. This should not be a sales pitch but rather documenting the camping experience while using your products.
For the problem-focused approach, you may create content addressing the concerns that many beginner campers have. A lot of people are excited about going into the great outdoors but may be apprehensive about making sure they have the right supplies, for example. You could write an article about everything you need for your first camping trip.
Mix and match these types of content in your strategy. Using your knowledge of your customers, you should be able to create several amazing pieces of content. What should you do after your initial topics are exhausted, however? Try using search research tools to find topics and key phrases that your audience is actively searching for.
Handling Content Approval Processes
Whether you are doing in-house content marketing for a large brand or working with an agency, you may have to deal with an approval process that involves multiple parties. Overly cumbersome processes should be avoided whenever possible because they slow down the content calendar and make publishing relevant articles and pages more challenging.
Of course, it is not always possible to simplify the process. In those cases, it is a good idea to determine a realistic flow and volume of content and to plan ahead.
Consider how often you can realistically produce content with your current approval process. In some cases, the right approach may be to create highly produced content once a quarter rather than simpler pieces more often. Typically, it is better to produce high-quality work less often than low-quality work frequently. Your expectations for production rate should be based on the following:
Leveraging the Power of FAQs
One of the oldest and most effective forms of content marketing is answering frequently asked questions. These can be used for SEO, content and moving visitors further down the sales funnel.
While you may have FAQs on a dedicated page already, consider adding some to your product pages. These can often be more focused and problem-oriented than your general page. Your product FAQs are more likely to be the ones your customers are searching for.
Try to include at most five questions on each product page. Keep the answers to three sentences or less in most cases. Short, high-value FAQs tend to be the most effective implementation.
If you are uncertain what questions are likely to attract searchers, try speaking with your sales team and customers. They can likely share some of the questions they hear or have often. Additionally, use search research tools to find the types of questions that people are actively searching for.
Focus your strategy on the fears and objections that people tend to have. Ideally, each of your three to five questions should help prospective customers overcome a real concern they may have.
Social proof can play a big role in your digital marketing. Testimonials and reviews are effective tools for showing that your products or services are worth buying.
The key to collecting reviews is to simply ask your customers. You may be surprised by how many people are willing to provide a testimonial when requested.
Try sending an email to your customers after they make a purchase. If you make the process easy, you will typically get better reviews. However, it is usually best to avoid opening up reviews to the public. Set up your system so that only verified customers can submit a testimonial.
You can then harness these reviews in your content marketing strategy. A roundup of review highlights can make for an interesting piece about one of your products. Just be careful about how much you pick and choose reviews. Most shoppers can see through attempts to be overly optimistic.
Monetize Your Content Marketing Skills With LeadFlash
With your digital marketing prowess, you may be looking for ways to monetize your content. Consider joining the LeadFlash affiliate network. We help financial industry brands promote themselves through effective affiliate marketing. Learn more about becoming a content publisher in our network today.
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