Content marketing is quite possibly one of the fastest growing and most effective methods of reaching out to consumers today. Done properly, it is a tool to help you build your brand, reiterate to current customers reasons for remaining loyal, and convince would-be buyers that your brand is the one to trust.
The following three guidelines for content marketing shared by marketing expert Heidi Cohen offer insight for developing copy to assist you in meeting your critical business objectives:
- Evaluate channel and chosen media. Remember that today’s consumers are using a multitude of devices such as smartphones and tablets to access information so content needs to be tailored appropriately. Guidelines for content marketing also stipulate that various types of media be used to convey your message including social media, SMS, chat, email, direct mail, print, and live events. Do some digging to find out where your target audience hangs out and gets its information to help narrow your list. Don’t forget that people are multi-dimensional, so aside from text, incorporate content like videos, photos, and audio that will appeal to the senses.
- Foster a sense of community. This may very well be one of the most important guidelines for content marketing. By engaging followers through social media and live events, valuable relationships are formed. Search engine optimization can help build site traffic and draw interested parties to your sites. Don’t neglect nurturing those connections once in place. For instance, interact with visitors who leave feedback. Also, create content that is easily shared, and ask your fans to pass along info to their friends.
- Use content to support commerce. Be available to answer questions, provide support, and offer insightful information through each step of the purchase cycle through whatever means customers choose. Remember that good experiences yield satisfactory ratings and social media reviews.
Following these guidelines for content marketing will help you stay focused on customer needs, which is at the heart of all successful copywriting.