By now, most marketers know that content marketing offers huge opportunities for companies in their efforts to meet business goals and achieve greater success. It’s an ideal way to deliver valuable and relevant content to users, boost online reputation, create a network around your company, attract new customers and strengthen your brand trust.
Content marketing, however, isn’t just about creating and distributing content. It’s a strategic approach that allows you to attract and engage with your target group and ultimately create profitable customer action.
By following the guide below, you’ll get an overall picture of what’s needed to develop and launch a successful content marketing strategy.
Do Your Research
To position your business as a credible source of content, you first need to define your media channels. Then, you’ll need to figure out what unique value do you offer to your target audience with your content. How do you stand out from the crowd and why should readers follow your content channels?
Start researching your target audience to identify the type of information they are looking for and where they get that information. Then analyze your competitors’ content strategies to find your niche.
Too often, companies focus on their market rivals and don’t pay enough attention to other content creators. When deciding to develop your content strategy, you should view everyone in your field of expertise as potential competitors.
Review Existing Content
A content revision can help you stand out in a time of mass content production. Given that there are approximately 1.7 billion websites and more than 70 million posts published each month, there is an incredible amount of information for customers to check out. Creating content without having a proper understanding of what works for your target audience and your business is a waste of time and resources.
Ask yourself what type of content attracts your target audience, which content gives you the best results, and what do you need to improve?
Also, make sure to focus on quality as it’s key for a successful content marketing strategy. Readers will evaluate every aspect of your content and you can get a bad rep even for poor grammar skills and mistakes in the written content. So, establish a control process and prevent making mistakes. Simple spell checks and using a plagiarism checker can be excellent tools for more consistent processes and avoiding making costly mistakes.
Identify Target Audience
Identifying your target audience and including them in your content is the key to success in content marketing. To do this, you need to understand their lifestyle, concerns, problems, and needs.
Creating buyer personas is essential for content marketing, but remember to also include people who are at the beginning of their buying process and those who have just started interacting with your company.
It’s important to create content that attracts your potential customers before they enter the buying process, then follow up with content that shows how your company can be helpful when they’re ready to take action.
Plan Content Production
Before starting the content process, think about the purpose of what you want to create. Make sure the content covers every part of the customer journey to support your future customers in every step and finally develop a long-term relationship between your customer and your company.
Awareness Stage. The content is often centered around questions that your leads may have at the beginning of the buying process when they become more aware of their problem or need. This can also be content that tells about your company’s story, educates, informs, or entertains your audience.
Consideration Stage. As they continue through the consideration phase, the prospect will want to know more. Help them understand why they need help. Guide them through how others have solved similar problems in the past, and discuss what steps they might take.
Decision Stage. The content is designed to help potential leads determine why you are the best choice to help them. Case studies, customer reviews, and analysis of the work you’ve done in the past can be helpful at this stage, as users compare you directly with others.
Retention Stage. Highlight different ways to get the most out of your product or service, as well as ways to solve common problems and new features.
Advocacy Stage. Content that highlights the parts of your business that will turn clients into devoted followers. These could be things that demonstrate your business values, efforts, or outstanding employees.
While most companies already know they should engage in content marketing, many of them still face problems as they don’t know where to begin. With these tips, you’ll be well on your path to developing a truly valuable marketing strategy and achieving long-term, sustainable growth.
Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.
In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.
“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”
Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.
There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.
Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.
The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.
“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”
Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.
Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.
While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.
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About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.