In the cut-throat competitive world we live in, businesses continue to vie for more reach, more leads and more conversions. These are regarded as the metrics that determine the results of a digital battle. Interestingly, they sit pretty tight with a company’s content marketing efforts.
Companies that ace their content marketing efforts are likely to see 6x more conversions than those that don’t! As with any activity with a digital interface, content marketing is also dynamic and one has to stay relevant with the changing times to achieve business objectives.
Here, I am highlighting 5 ways that can help ace your content marketing game as we step ahead in the new year. This is based on the insights and experience of working with some of the most successful businesses in India.
#1 Invest in SEO
Content parked on your website or blog is worth chick feed if it is not reaching your target audience. Content topics which your target audience is not searching for on search engines are useless too. Use a technical approach to select and write your content to turn them into gold. Keep your tone and style to what Google likes – direct and active. Create content for people and the algorithm.
#2 Go big on personalisation
Understand the persona of your audience – those for whom you are creating your content – their needs, dreams, aspirations, fears, etc. Ensure your content addresses one or more of these and you will have them coming back for more. Structure the content and provide it in ways your audience likes to consume it (infographics, photo galleries, podcasts, videos, etc).
Engage with your audience, understand their preferences and give them what they want. We are also moving into an era of content on demand. Create relevant content for different groups and share it with the groups. A custom content strategy that connects to your brand’s audience is a sure-shot way of getting noticed amid the clutter.
#3 Create your brand archetype
Create content that establishes you as a “Me only” brand. Create content that reflects your brand archetype. Create content which communicates your brand pillars along with proof points. Create content which complements your brand personality.
The closer your content is to the archetype, the easier it would be for them to relate to your content and brand. Not sure what is your brand archetype and personality? Connect with an expert to guide you.
#4 Focus on UGC
93% of consumers look for online reviews or other forms of social proof before they buy something. Stories from case studies and testimonials from real users help boost the trust of prospective buyers. Leverage existing/previous clients to give you reviews, social media recommendations, influencer features, etc.
User-generated content can help build credibility and boost confidence in your brand by engaging real people and showcasing true use cases. Repurpose user-generated content to tell authentic brand stories.
#5 Go big. Go everywhere.
We all know different people have different preferences and content consumption patterns. If LinkedIn is my go-to platform, Twitter could be yours. For someone else, it could be Google. Or Facebook. Or Instagram. The way to monetise it is to let them discover you where they are. Catch them all on different platforms and distribute your content everywhere for maximum impact.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Director and President
Shubha Madhukar plays a key role in shaping everything content, creative and digital in the brand and corporate communication space. Her areas of expertise includes content strategy and 360-degree communication across digital, social and print. In her 17 years with TIC, she has been one of the main architects in building enduring relationships with key clients such as the Tata, Godrej and Mahindra groups, and in devising strategies for organisational growth.
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