Your content marketing strategy has a big impact on the results of your digital marketing campaigns. It can yield attracting more qualified opt-in leads. It can speed up the time to nurture and convert leads into customers. And it can help you to maximize customer retention.
Yet over 40% of companies do NOT have a content marketing strategy per a 2020 report by the Content Marketing Institute. The report shows that those companies with a viable content marketing strategy are more than 4x as successful as those that do not.
Nonetheless, there are five new content marketing strategies you can do starting today to help you improve your marketing results.
Strategy #1: First Focus on Your Audience’s Informational Needs
The first instinct among many companies is to promote your product or service. But this is a big mistake. That’s because your audience may not be ready to learn about your products and services.
Most leads would be more responsive to content that focuses on their needs. You can focus on your audiences informational needs by first providing content that helps them to better understand their problem, challenges and possible alternative solutions. The more aware the audience is about the problem, the more likely they’ll be to want the solution which your product or service may deliver.
Strategy #2: Personalize Content for Contacts in Specific Stages of Their Journey
The contact journey from lead to customer goes through three main stages. The first stage is where you give something of value in exchange for the contact giving you their email address and/or SMS text number with permission to send them information.
The next stage is where you nurture them with information to establish your credibility and trust. In this stage you can help your audience better understand the problem and challenges. Plus, help them see the possible alternative solutions.
And the third stage is where you promote the sale of your products and services as the solution.
You can boost engagement by personalizing the content to match each contacts stage in their journey. Merging their first name in each message. Highlight specific issues in which the contact shared information with you in past interactions. And match the best solution for the contact.
Strategy #3: Diversify Content Across Different Types of Media
People learn in different ways. Each type of media may provide both advantages and disadvantages for you and your audience. When you integrate them together in a digital marketing campaign, you can improve your sales conversion results.
Your digital marketing campaign should have three core types of media to communicate with your audience. Plus at least five types of content. The three types of media are emails, SMS text and social media. Without these, you can greatly diminish any chance for sales conversion. That’s because emails, SMS text messages and social media posts are how you can quickly communicate to your audience – whether they are a lead, qualified prospect or customer.
However, the content in your emails, SMS text messages and social media posts are not enough to convert sales. You also need greater content than your emails, SMS text messages and social media posts can link with the content for your audience to download.
These types of content can include landing pages, reports or eBooks, whitepapers, success stories, videos, automated webinars, blog posts, podcasts, checklists, quizzes and infographics.
Strategy #4: Distribute Your Content Across All Stages of the Customer Journey
Follow-through is important for your success in digital marketing. To be successful in digital marketing, you must create and distribute content for each stage in the customer journey.
If you invest most of your content marketing dollars for opt-in campaigns – or top-of-funnel, you won’t have sufficient content for sales conversion or retention.
The most successful companies per the Content Marketing Institute, are those that invest across all stages. They found blog posts/short articles perform highest to build brand awareness, while email newsletters perform best to nurture leads.
Strategy #5: Deliver Relevant Content When and Where Your Audience Will See It
One of the biggest challenges is to develop digital marketing campaigns that maximize contact engagement. A big part of this challenge is communicating with your audience wherever they are at any time. But also to deliver it to them at that moment in time.
That’s why its best to create content for all types of devices, particularly mobile. Plus, when you do communicate, make it easy for your audience to find and engage with the content you are sharing with them. This will not only boost your sales conversion. It may also help you optimize customer retention.
How to Jumpstart Your Next Digital Marketing Campaigns
Developing a viable content marketing campaign strategy is only part of the goal. Creating quality content relevant for your audience is the bigger part. This is why investing in a persuasive copywriter is vital for you to maximize your ROI. A good copywriter can help you to reach your goals.