Creating amazing content is not as hard as you think. There are a few things to keep in mind as you begin writing. Develop your big idea, define your goals and decide where and when you want to publish your content.
Conduct what I call a Content Mapping brainstorming session. Set aside 1-2 hours for this session. Invite key players to join you – the marketing department, sales department, and customer service department. Make it fun and start the creative juices flowing. In this session clearly define the following:
- Audience/Buyer Type
- Product/Service of primary focus
- Buying Stage/Theme
- Content Type
- Marketing Channels
- Calls to Action
- Publish date(s)
In my post entitled ‘Knowing You Audience’ I talk about creating an empathy map; this is a critical first step. Clearly defining your audience will help you know what topics your audience finds interesting.
Most businesses have more than one service or product offering. I suggest you pick two of your services or product offerings to start. You can highlight the others in your content but keep it to a minimum.
Typical buying stages are as follows: Stage 1: Problems/Needs; Stage 2: Objectives/Possibilities; Stage 3: Compare Solutions; Stage 4: Make Selection/Purchase; Stage 5: Customer Won/Loyalty. Define your customers concerns at each of these stages. Start by asking, “What is the type of content my customer will be looking for at each stage of the buying cycle?”
There are several types of content you can produce – eBook, Articles, Video Marketing, eNewsletter, Podcast, Webinar, Social Media Communications, Press Release, to name a few. Decide what content type’s are most relevant to your audience.
Online marketing channels are growing at a rapid speed. It seems every time we turn around there is something new – so where then, should you publish your content. I suggest starting with the basics; Blog, Facebook, eNewsletter and a company profile on Linkedin. However, depending on your business you might need to add a few more such as, Twitter, YouTube channel, flickr, and Linkedin Groups.
The ultimate goal of any marketing is to increase sales. However, your underlining goal should be to develop and maintain loyal customers who want to spread the word about your business. Creating amazing content will accomplish both – increase sales and create loyal customers.
Calls to Action
Your calls-to-action should be aligned with your goals. Do you want more Facebook fans, Linkedin company followers, or blog followers? Best practices – add no more than three calls-to-actions to each content type.
After all this hard work you must put your plan in action. Decide the days and times you will publish your content. My clients and I work well using an editorial calendar. This calendar can be complex or it can be simple. For a simple editorial calendar here the basics: publish date, content title, content description, marketing channel(s), and content owner.
Remember make your amazing content relevant, original and always be truthful. And most importantly have FUN!
P.S. My commitment to you (the followers of this blog): All of my posts will be useful, truthful, and honest. For more great marketing tips visit my Facebook page. Do you have questions about your marketing? – eMail me at firstname.lastname@example.org.