Business owners can use a number of different tools and strategies to attract the attention of online consumers. While social media marketing campaigns can help business owners generate more leads, they are not nearly as effective as content marketing. As the owner of a marketing agency, it is your responsibility to help clients develop successful content marketing campaigns.
Nearly 82 percent of American business owners invest in content marketing campaigns. Instead of rushing to put together the details of a client’s content marketing campaign, you need to look at all of the angles. Here are some essential elements you need to have in your content marketing campaign to ensure it is successful.
Audience Research is a Must
There is no such thing as a one size fits all approach when it comes to developing a content marketing campaign. If you want a content marketing campaign to garner results, you have to do some in-depth research. Gathering information about a company’s target demographic is the first step in developing a successful content marketing campaign. Once you have an idea of who a company’s target demographic is, you need to start researching their competition.
Getting an idea about the type of content these competitors are publishing is imperative. If you see that a certain type of blog post is getting a lot of traction on a competitor’s website, you need to develop similar content for your client’s website. While conducting audience and competitor research is time-consuming, it is well worth the effort.
Establishing Brand Guidelines
Content that is devoid of character and originality will get lost in the online shuffle. Ideally, you want to help your client develop a unique brand voice. When trying to develop a brand voice for your client, you need to gather information about their company values and mission statement. With this information, you can start to establish a brand tone for their content.
Documenting a list of brand guidelines for each one of your clients is crucial when trying to create content marketing campaigns that produce results. Studies show that consistent brand representation across multiple platforms can make a business more successful. If you are outsourcing your SEO needs to a third party, be sure to provide them with brand guidelines to help them in the creation of custom content.
Content Calendars Are Important
Posting new blog content on a weekly basis is a great way to improve a client’s online visibility. Keeping up with the creation and publishing of new content can be difficult. Rather than allowing this process to remain disorganized, you need to develop a content calendar.
With this calendar, you can create a detailed record of what content will be developed and published in the coming months. Submitting a copy of this calendar to your clients is also a great way to keep them in the loop.
As you can see, there are a number of elements that need to be included in your content marketing campaigns.