April 4, 2013 Leave a comment
Create interesting content, that stand out from the crowd and attract an important audience is a key challenge for companies and institutions. The multiplication of online communication channels reinforce the relation between Marketing and Public Relations, by progressively blurring the border between these two activities, and we find job titles like “Marketing and Communication Director” or Communication Agencies that offer marketing services.
More and more companies are developing Content Marketing strategies. This strategy – if it’s well done- increase the visibility of the company: to highlight any important news of the company, a new product launch, the promotion of its brand, client loyalty, … Here is some advice to help you develop a Marketing Content strategy:
The basis: useful contents
The content you provide has to be useful for your audience. If you are sharing some information without a clear objective, this could have the opposite effect that the one expected and prejudice the image of your company. Focus on the need of your audience and share experts and clients insights.
Monitor your contents
To know if aa PR action has been efficient, you need to analyze its impact.
Identify what type of information interest your audience and what can be their impacts. You should also analyze their need on a long term basis, because some internal or external factors can change their expectations regarding such content or subject. Before defining your different contents, identify and know well your target. Search what type of subjects does interest your clients and what type does not (and why). To know what their expectations are, will help you develop new products and services and develop your offerings.
Take into account your entire audience, not only your clients
It is crucial to provide your clients with quality content and information, but it is as important to attract new user that could one day become clients. If you limit your communication strategy to your clients and not to the largest audience possible, you may lose the opportunity to convert new clients. Communicate through networks like Twitter, Facebook or your Newsletters, will allow you create a long lasting relationship with your audience.
Share your content in an efficient way
Internet facilitates the diffusion of your contents. We share everyday lots of content through different online platforms and social networks. However, how to ensure your contents arrive to the target audience? Lot of information is exchanged through these platforms and it is essential to optimize your content to make it stand out from the crowd. Try new tools to display your contents, be creative and change the formats. With Interactive Webzine, for instance, you’ll be able to share information by mixing posts of blogs, tweets, offline articles and even Youtube videos, and display them on every channel.
Develop your own style
Find your company style: to do so, it is important to know who your audience is and how you want them to see you. Knowing that more and more companies bet on content as a Marketing strategy, if you don’t develop a particular style, you could be seen as “sheep”. Be original when you develop your contents, change the format and try not to bore your audience.
Define an editorial calendar
Organize content you want to share with an editorial calendar (at least monthly). This will allow you to detect the needs of your audience on time. Moreover, the same information can have more or less value at one time. The editorial calendar will also help you monitor and analyze the impacts of your communication, and above all manage well the information you want to share.
Has your company already set up such strategy ? If so, feel free to share your experience with us!