Gaining visibility and awareness with your target customer can be challenging for any business. The task becomes even more daunting when you’re a small-to-medium sized business (SMB). Limited resources of time, money and team members typically are stretched thin while everyone does whatever they can to grow the business.
Today’s digital age provides an array of digital options to connect with others. There are many easy-to-access tools a business can leverage to cast a wide net of touch points with customers and prospects. To be successful, it is simply of matter of determining what tools to leverage, how to use them, and consistently using them well.
If you’ve been following my posts, I’ve been writing about content marketing. In basic terms, this involves creating and sharing online materials to generate awareness in a businesses company, products or services.
The reason I’m honing in on content marketing is because it ties everything together—case studies, tip sheets, social media, websites, etc.—to attract, inform and engage an audience while promoting your company and brand.
Successful businesses of all sizes use content marketing to generate leads, nurture leads and create sales. In fact, a study by Marketing Profs found that lead generation and sales are among the most important goals for B2B content marketers in the coming year.
A large majority of companies use content marketing to create opportunities that actively engage prospective and existing customers. Some companies are doing this successfully and others not so much.
Think about it for a minute. What does your company do to reach out and connect with customers? Is your company using content marketing? Or just relying on word of mouth marketing?
Content Campaigns Tips
Here are a few tips to help you create effective content marketing campaigns that can increase awareness about your brand, products and services.
Step One: Define Your Target Audience.
You have to know what is important to your prospective customer before you can begin creating content that will resonate with them. Once you identify the pain points they experience — you can begin to map out the stories and insights to share with them. (This step is called persona development. I’ll talk about how to do this in a future blog post.)
Step Two: Determine Relevant Topics & Themes.
Presenting factual information that intentionally doesn’t sell your product and service is key. So many times people create informational content that does nothing but sell their products or services. Doing this blows right past the opportunity to connect with prospective customers and develop a rapport with them. On the flip side, creating content that shares best practices, industry news or thought-leadership ideas—engenders a company or personal brand to the reader so they think of the company when they have a need to buy whatever the company sells.
Step Three: Use a Variety of Mediums.
Content creation comes in many different shapes and sizes. If you’re a writer, you may only want to write blog posts. Other types of content can include infographics, articles, case studies, video, and much more. (Check out my Content to Build Engagement infographic for a list of content types to use.)
Step Four: Promote Your Content.
Mapping out your content topics, themes and types is just the beginning of the journey. Once you’ve planned and created the content--you need to actively share your content help others see it. In addition to promoting your content on your website, you’ll want to share it socially and via email. You’ll also want to consistently use whatever social media outlet you create a presence for your company on.
These four steps are just the beginning. Other cogs in this wheel include creating a compelling call to action and measuring the success of your content. There are many facets to content marketing. If you plan it out and execute it consistently, you are sure to increase awareness of your company—no matter what size it is.
Don't have the time or marketing expertise to create your campaigns? Let Joy Capps create Engaging Business Communications to connect your SMB to your customers. Schedule a discovery call today!