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The invention of the Internet has added a
new dimension to the way businesses are
done. This is especially true for content
marketing, which has opened up new
opportunities to businesses. Companies can
easily reach their targeted audience with the
help of content marketing. They can position
their brands more strongly by devising
appropriate strategies that are suitable to
them.
In a survey conducted, more than 70% of
those who were interviewed accepted that
with the help of useful content, they were
able to make informed choices. Simply put,
article marketing can help companies to
generate leads, support their marketing
efforts and improve their search engine
rankings.
The strategy you devise should suit your
targeted audience and hence, you must first
study your audience to know what can
motivate them to buy your product. You have
to develop your content accordingly. You
should choose the content channels also
depending upon these findings.
While devising your strategy, you should take
into account the inputs you get from all
possible sources. This means that you should
not ignore the thoughts or ideas given by
your junior sales people. They are the people
who are in direct contact with the customers
and so, they can come out with gems of
ideas. If you know what may interest your
customers, you can plan your strategy
accordingly.
While conducting training sessions for your
employees including sales people, you should
bring external thought-leaders also. These
external people can give several new insights
about the industry and the current trends.
Your content should not only speak about
your company and products but about other
related information that may interest and
may be useful to customers also. This means
that you should always be on the look-out for
innovative and interesting information that
may be useful to customers. You should
deploy a competent and dedicated team for
developing such contents but, these team
members must be open-minded and should
be ready to imbibe all the information they
may get from every source available. You can
entrust the task to an external agency, if
necessary.
Your content should reach your target
audience on time. You must not forget the
fact that customers can get information from
various sources. If you delay providing your
information, they may get the same
information from some other source. So, you
should have a good system in your company
with which contents are approved quickly.
Though your team is responsible for
providing contents on time, you should not
shirk your responsibility for effecting quick
approvals.
Keeping the team that provides content
highly motivated is very important. Some of
the team members may get motivated by
timely payments, a few others may like to
have flexibility in their working, some other
members may like appreciation and so on.
Content producers are creative and unless
they are motivated properly, they may not
come out with excellent ideas.
It is important to review the quality of
content periodically because the industry in
which you operate keeps changing. So,
content should also be changed depending
upon the changes that take place. Further,
customers to whom the contents are made
available should be able to take action on
them. If abstract and ambiguous contents are
provided, customers may not find them
useful.
It is not wise to hoard or hide contents. You
cannot assume that the ideas that come to
you may not spring from the minds of others.
If your competitors present the ideas to
customers much ahead of you, you cannot
expect customers to come to you for advice
or help.
Content marketing should be done
consistently. So, your team should also be
able to add a personalized touch to the
already-published contents and present them
to customers. Such retelling of already-
published stories, instead of regurgitating
them, is known as Content Curation.
You can also try "content partnership" with
which you can leverage the audiences of
other companies and benefit from it.
