Research shows that creating content that increases customer loyalty is an important aspect of marketing strategy. To do this, you have to align your marketing goals with the expectations and desires of your target audience. Here are some steps you can take to ensure that your content marketing involves an exchange of value between your company’s brand and your customers.
Specify Your Company’s Goals
The first step is to leverage your business’s overall branding strategy to create a specific set of content marketing goals. These goals may include increasing awareness of your brand, creating content for niche sectors of your audience, or promoting new services or products. Make your goals as precise as possible with clearly delineated numbers and time frames. They should also be realistically accomplishable and measurable.
Find Out the Goals of Your Target Audience
To relate your brand’s goals to consumer needs, have a close look at your target audience. Determine how your content can help them overcome difficulties on the way to reaching their own goals. To facilitate this, create a comprehensive audience profile based on factors such as demographics and lifestyle.
Determine Stages Where Consumers Interact with Your Brand
While attempting to reach their goals, consumers may interact with your company at several stages. For instance, they may be conducting a general search as they try to understand their problems and come up with solutions. They may be comparing your solution with others they have found. They may already be using your products or services but desire to know more about them. Being aware of these details allows you to optimize your content to meet customer needs.
Create Content That Provides Solutions
Once you have aligned your brand’s goals with the goals of your target audience, design appropriate content. Define a general message, and then plan individual posts. Be sure that your content remains cohesive throughout all your platforms.
Plan the Details
Determine exactly how many posts you will create, the topics of each, and the type of accompanying photos or images you will need. Have a calendar that specifies the time and date of each post. Remember to track your content and compile data and reports on its effectiveness.