Have you ever wondered why content marketing works so well for some businesses – but seems like a real flop for others? Want to know why content that looks great isn’t enough to build a profitable business? The content itself – even great content – is just content …
It can be fun. It can be educational. But he has no magical power. It won’t transform your business or lead you to success. Unless you incorporate other ingredients …
What Makes Content Marketing Work?
For content to work, you need to understand your marketing and business goals. Then you can create content that serves those purposes, instead of just providing your audience with an enjoyable hobby.
Your blog posts, emails, ebooks, podcasts, advertisements… all of this must fit into a more global strategy.
Now, if you’re blogging just to express your creativity, that’s different.
But if you’re using content to market a business, you need a strategic framework.
Here are 7 business goals for successful content marketing.
You can focus on just one or two goals, or you can use all 7. As you go through the list, see which ones you can apply to your own content marketing strategy.
Goal # 1: build trust and relationships with your audience
When you create useful, interesting, and valuable content, your audience learns they can trust you.
He sees that you know your subject. He has a sense of who you are and what it would be like to work with you.
Lack of confidence kills conversion. An abundance of quality content builds trust, increases the number of links, social media shares and interactions.
But too many entrepreneurs stop there. In fact, this is just the start.
Goal # 2: Explore Prospect Pain
No, you’re not doing this out of sheer sadism.
The point is, most sustainable businesses thrive because they solve problems.
Health issues, parenting issues, money issues, business issues, technology issues, etc.
When you understand your prospect’s problems, you know how to help them – and then you have the heart of your marketing message.
Strategic content delves into the issues your prospects face. What bothers them? What scares them? What motivates them on a daily basis?
A smart content marketing program leaves room for questions from the audience. These can be provided in email responses, blog comments. You can organize question and answer sessions or webinars.
Listen to the issues your market is giving you and use them as a compass to guide your future content.
Goal 3: overcome objections
Your prospect is looking for ways to solve their problem, but they also know the potential roadblocks.
Strategic content is a great way to address the objections of prospects – the reasons they don’t buy:
- Is the price a pain point? Write content that shows how implementing your solutions saves money in the long run;
- Do your customers think your product will be too complicated to use? Write content that shows your customers are using it painlessly.
Understand the objections that keep your customers from buying, then think of creative ways to resolve those objections in content – before the buyer reaches the sales page.
Goal # 4: use storytelling
In his Copywriting Handbook, famous copywriter Joe Sugarman described how he might approach writing an advertisement for a Corvette:
“Feel the breeze blow through your hair as you drive on this warm evening. Watch people admire you. Accelerate. Can you feel the power of this American super sports car? Contemplate the beautiful screen of your dashboard, a real technological gem. “
Sugarman does not describe the car. It describes the driver’s experience. And he used these copywriting techniques for all types of products, whether it was a pocket calculator, a private jet, or a multi-million dollar mansion.
It works great in an ad or sales page, and even better in content.
Storytelling is one of the best content marketing strategies because it allows prospects to mentally test your offer before they experience it for themselves.
Objective 5: strengthen loyalty with your customers
Every business must attract new prospects. But the greatest potential for growth comes from the ability to nurture closer relationships with existing customers.
Create a richer experience for people who have already purchased from you. Make your products and services work better by pairing them with useful, user-friendly content. Use original presentations to wow them.
Objective 6: develop new business ideas
Your content is a great place to experiment with new ideas.
Thinking of repositioning your flagship product? You try to better define your unique selling proposition? See a new problem on the horizon that your customers might want you to solve?
Put those ideas into your content and see how people react. It’s a low risk way to try out your ideas while risking very little. Your audience will let you know, with their reactions, which ideas ignite them and which cool them.
Objective n ° 7: build your reputation thanks to search engines
Many content marketers mistakenly believe that creating great content is first and foremost about ranking well on Google. However, if you put this objective in the first position, you will probably have difficulties with natural referencing.
Indeed, search engines find you valuable because readers find you valuable. And readers like you because your content strategy is on top.
So bet on the first 6 goals first, then focus on SEO afterwards.