Content Marketing – Digital Advertising Evolution for the Next Decade

Content marketing has existed in one form or another for ages. In recent years, it has achieved an even stronger presence in every brand’s overall marketing strategy. Traditional advertising tactics have become insufficient with buyers relying more on online reviews, articles and blogs for product information. The industry has caught up with the shift in buyer preferences and online marketers are churning out content at an ever faster pace to meet the prospective customer’s insatiable thirst for knowledge.

On the other hand, not all organizations are experiencing the desired results despite their heavy investment in content marketing. The truth of the matter is that quantity does not equal quality. You need good, relevant content that carries value and truly embodies the company’s essence, in order to draw-in new buyers and retain the existing ones.

However, in today’s saturated market, simple content marketing practices just won’t cut the bill. Merely producing new content and posting it is not perceived enough to get plentiful views and attract prospective customers. It’s time to adopt a new approach content marketing by reworking on its fundamental principles to better suit your marketing needs.

Step 1: Get to Know Your Audience

Content marketing strategies are more focused towards content value than products or services being offered by the corporation. So knowing your audience can become the key to leading a successful campaign. Hold one-to-one interviews, focus groups, surveys, questionnaires and online forums – or reach out to people with customer-facing roles within your company to organize a thorough research. These activities can help get answers that may enable you to narrow down your group of audience. Try to get answers to the following questions:

• Who are your current customers and what is their motivation behind the purchase? Are they satisfied?
• Why your product/service has no value for non-buyers?
• How does your image stand against your competition?
• What are the different characteristics or features of your product/service? Is there room for improvement?
• What is your selling point and how can you bring it into focus?

Your research should comprise of both – qualitative and quantitative data.

Step 2: Give an Identity to Your Audience

What is the nature of your audience? Piece together similar characteristics from your research to give a face to your ideal target audience. This will help to give your thoughts a concrete foundation and make it easier for you to recognize the needs of your clients.

Step 3: What is the Purpose and Worth of Your Content

It is vital that you have a documented strategy in place so that your marketing team has a clear sense of the tone/message of the content. Also, establish a list of fundamental objectives of your campaign that could signal its success. Marketing Wind is an exceptional website with highly comprehensive content marketing services that can assist you in strategy building and implementation.

Step 4: Circulation of Content

You are less likely to lose existing members of your audience if maintain a stable stream of fresh content ideas and have a fixed schedule for your posts. Finding the right mix of content that is agreeable to your audience can be a lengthy process. But keep notes on what kind of themes are bringing in more audience and work along those guidelines.

Step 5: Systematic Layout of Content

Visualize arrangement of content on your page according to the latest trends, the nature of the content and the freshness of the post. For instance, you can designate the shorter and simpler (but still engaging) content for the first few pages of your site. Save the time consuming and more complex reads for the end pages.

Conclusion

These essential guidelines could set you off on the right track to breathe new life into your campaign. It while render your content more accountable and giving it the right features for revenue generation – i.e. promoting your product/service through content value and educating the target audience.

This post was contributed by Komal Parveen, CEO of Marketing Wind and is an experienced SEO Outreach expert and advertisement specialist. Her interests lie in Digital Marketing Management. She is an internet marketing enthusiast and her specialty is in search engine optimization outreach and content marketing.