A customer always wants to be treated as unique and wants to take away the best experience in the buying process when they acquire a product or service. Thus, content marketing is based on giving that consumer added value, but this value must be real, attract our audience and make them loyal to our brand. We will go through 7 keys to achieve it:
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Know your current situation:
this is defined by answering the following questions: Who am I, or what do I do or offer? Then, once the first step is done, you will analyze your competition: What type of content do I offer? Which actions position better on social media? How often can I publish my content? Finally, you have to take into account what people say about you. This is measured through your brand’s reputation or by measuring how it is seen by our fans.
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Define objectives:
What do I want to achieve with this strategy? This is the question we must ask ourselves initially in order to shape the objectives we want to capture with it. From generating feedback among my followers, to more sales of my product, increasing traffic to my content, improving the brand’s reputation, among others.
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Who is your target?
It is answered with questions such as: What type of audience am I addressing? How old are they? What interests them? How do they see my content? You gather all that information through a market study that gives you more insight into how to better understand your audience.
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What content do I have and which do I need?
the aims you want to reach with your strategy, from how I can build my customer’s loyalty, how I attract or persuade them, or analyzing what type of message I want to give them.
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Before creating:
we must analyze what type of content my user wants, what I need to offer, what I have and can make useful. Don’t forget to venture into other formats that can help the topic I am developing, such as: tutorials, making videos, contests, promotions on my website.
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Map content:
once the previous steps are done, it is time to measure your consumer depending on the purchase stage they are in: Are they buying my products for the first time? How many times do they see us daily? Do they make suggestions or share my content?
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Analyze your actions:
We want to know whether what we do works or not. For this there are tools that will give us more data on the impact our product or service is having. For example: URL shorteners (in the case of web pages and their content), statistics from Facebook, from Twitter, we can use the figures given by Hootsuite, TweetDeck, YouTube (for video figures).
Creating content goes far beyond building and publishing it in the hope that it works quickly. Remember that we must take into account that the information we offer has to attract our audience and make them ours, and also that it makes the brand much better known.
