Content marketing is a long-term strategy, based on building a strong relationship with your target audience, by giving them high-quality content that is very relevant to them on a consistent basis.
If you’re new to the world of online marketing, you might have heard about and know a little bit about content marketing and the benefits that effective content can bring.
However, in spite of all of that, you might also feel a little bit intimidated by all the types of content out there. You may have no clue where to start.
After all, the whole process of creating a content marketing campaign can seem somewhat overwhelming especially if you aren’t a natural content creator to begin with.
You don’t need to feel that way, however. Content marketing is your secret weapon as a small business and with the right marketing efforts and good content – you can reap the benefits.
Decide who you’re going to serve
The first step to creating an effective content marketing campaign is deciding who you’re going to serve with your valuable content.
You can’t just create content about anything and everything – and trying to would be a lot of work anyway. To start a content strategy you need to know your target market.
Even if you think that you’ve niched down your target market, decide how you can get even more specific.
For example, you might think that you’re going to create effective content for a B2B audience.
While that’s perfectly fine, you need to figure out what kind of B2B audience that you want to create your relevant content for.
Let’s suppose that you want to create a content strategy for people who are interested in online marketing campaigns.
If that’s the case, then what type of online marketing campaign?
An online marketing campaign can refer to many things.
Content for those interested in PPC? Or, for those interested in SEO? How about social media marketing?
If PPC, then what kind of PPC – AdWords or Facebook or another social network?
It’s important that you are specific to begin with, as having specificity about who you’re creating your content marketing plan for makes it easier to hit a home run, when actually creating good content.
Furthermore, if you’re creating effective content for a specific subset of people, it’ll be easier to meet their needs (something we’ll touch on next).
For a lot of small businesses, one of the best marketing strategies can be to create something known as buyer persona.
A buyer persona is a detailed description of your ideal customer.
When creating a buyer persona, you list out the traits and characteristics of the person / target market that you’re trying to reach with your content strategy.
You cover things, such as their age and job title. You also want to include their fears and goals in life.
Having this information makes it easier to research what your target market wants to read about, increasing the odds that the content type you create will be compelling and enjoyable for them.
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