Content marketing drives digital marketing
Your customers have greater expectations of brands today. They want you to help them make their purchase decisions easier and the purchase process more convenient, while entertaining and engaging them.
We talked recently about content marketing as the driving force behind all good digital marketing when I presented to customers of Alloys and Ricoh.
Content marketing is the creation and distribution of valuable and compelling content to attract, acquire and engage a target audience to drive profitable customer action.
Content marketing is about giving the right information to buyers at each stage of the buying process. As a result, you need to understand your customers’ problems, the benefits they want, their purchase criteria, the barriers to purchasing and the buying process they go through.
Key aspects that are important when creating content marketing include the following:
- Deep digital research, which can involve in-person interviews, searching keywords online, analysing web analytics, listening to social media and conducting customer surveys.
- Conducting content audits
- Defining the value that content vehicles should deliver
- The priorities of the content
- Creating buyer personas
This needs to be aligned with your marketing strategy, budget and resources.
Book a meeting with us to discuss a content marketing strategy for your organisation.