Content marketing can boost traffic on your website and increase conversions. According to marketers, content marketing, if done correctly, can help increase your brand engagement by 78 percent.
Content marketing is also important because of the huge number of populations that are present online. According to Pew Research, over 26 percent of US adults are always online. Not to mention that as per Statista, the global online audience has now reached a whopping 4 billion.
But not every brand has managed to reap the benefits of content. Only a handful of brands could convert their content into a revenue-generating stream. For most of the brands, their content gets lost in the deep world of the internet.
Are you among the businesses who thought that they had created the best quality content, but it failed to garner the required customer response? If yes, then your content marketing strategy is flawed. That’s why all your efforts are going in vain.
Your content can be top-notch, but unless it succeeds in accomplishing its goals, it’s a failure. To ensure that you get higher customer response on all social media platforms, you must have an effective content management plan.
Here are five tips that will come in handy for you to create a compelling and result-oriented content marketing and management plan.
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Understand your target audience
You cannot create an effective content marketing plan, suitable to different platforms unless you know your target audience in and out. Doing thorough research will allow you to understand their content-needs as well as their consumption habits.
For instance, let’s say you are an online store that sells women apparel. Researches have shown that Instagram is the most dominant platform when it comes to fashion. It means that the audience you are targeting is mostly on Instagram.
On Instagram, people look for the latest fashion trends, take part in discussions via “hashtags,” and they prefer visual content.
Now to target this audience, your social media content management plan should be a mix of posts in which you talk about the latest fashion trends, give tips to ladies on how to combine different outfits, and also offer occasional discounts and promotional offers.
In this way, you will garner more responses as you will be talking about the latest trends and are capitalizing on hashtags to promote your brand.
Research regarding your target audience will allow you to know their demographics, interests, behavior, internet consumption patterns, etc. You can use these insights to come up with an effective content management plan.
Study the sales funnel
As per Salesforce, 71 percent of shoppers use their mobiles for reading reviews regarding a product before purchasing it. Another study conducted by Sirus Decision revealed that 67 percent of the modern buyers’ journey is completed digitally.
In conventional terms, this buyers’ journey is also called a “sales funnel.” It is the step by step process from reaching out to the potential customers to converting them into your loyal customers.
To get higher customer response through sales funnel, you must first understand how the consumer purchases products and the different stages they go through.
There are three key phases that each customer goes through when interacting with a brand. These stages are awareness, evaluation, and purchase. Now, Harvard Business Review has added “post-purchase” into the mix as well.
By understanding how customers behave and interact with the brand on each level, you can better manage your types of content.
For instance, your content strategies must have a broad reach and answer key questions about the product’s unique value proposition when tapping into the awareness phase. During the evaluation phase, the brand should strive to convert customers by convincing them to make the purchase. During the purchase process, the business must make the check-out procedure as simple as possible.
Sketch it out
According to a report, thirty-eight percent of B2B companies don’t have their content management strategies mapped out and documented. That’s why they fail to achieve their targets.
A well-planned content management strategy should be a mix of automation and human responses. While content management systems are effective and allow for organized content management, you must not solely depend on it.
You should schedule your blog post and automate your responses, but from time to time, you should reach out to your customers and engage with them. Listen to their problems and provide them with solutions.
In this way, you can benefit from the insights of content management tools while also knowing what your customers are thinking and talking.
Your content marketing plan shouldn’t just be a series of notes on your laptop or a discussion point in your meeting. You must flesh it out properly by making a calendar. In this way, you can gauge how you are interacting with customers and decide whether a change is needed in your strategy.
For instance, in the case of an e-commerce store, you might witness that your promotional campaign didn’t lead to high conversion because it was scheduled at the wrong time on social media. You can then proceed to change it as need be.
Establish tone and direction
Once you know what kind of content you have to publish and who you are targeting it with, then you can work out the tone of your content.
The research into your target audience will play an important role in deciding which tone and direction your content should take. Align it with your brand image for consistency and optimum brand awareness.
For example, Dove, a beauty soap by Unilever, has taken a direction of empowering women with its product and has established a tone that promotes likewise. In all of its campaigns, this essence is reflected through its soothing and friendly content.
Do the same with your brand. Associate it with a larger purpose and establish a tone that resonates with it.
Keep it scalable
A content management plan is not static. You cannot expect to follow the same plan for years to come. Therefore, it is imperative to create a scalable and adaptable strategy.
Take the example of Amazon. The company is now known as the biggest online retailer. Additionally, they have diversified into various other sectors, whether it be streaming services, Kindle, or affiliate marketing. But how did Amazon start? As a book-selling platform!
As the brand evolved and got bigger in size, it also changed its content marketing and management strategy. Now their audience is more global, and the need for content is different than what it was when Amazon was only a bookstore.
Yet, its vision, mission, and story have remained intact. And so should yours. Therefore, craft the essence of your content carefully.
Content management is just one element of a successful content marketing campaign. Effective management of content is what truly helps in improving customer response and lead generation.
To manage your content, research your audience to see what messages they are most likely to respond to. Study their journey to gauge where you can interact with them. Sketch it all out in a detailed plan and make sure your tone and direction are aligned with your insights.
Also, keep it all scalable for future business expansions. Focus on the right aspects, and you will surely witness a change for the better.