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5 Ways to Make Your Content Marketing Succeed

ByMegan Totka,
business.com writer
|
Mar 03, 2017
Home
> Marketing
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How to make your content marketing succeed and stand out from the crowd.

Content marketing is everywhere if you look and listen. A business can pour a lot of time and effort into creating a content marketing strategy, and it still might fall short of expectations. That’s why you need to find the ways to make your content marketing campaign succeed.

It’s not always easy to stay ahead in an aggressive industry, though – the volume of content being created is enormous. Businesses continue to create more and more content because it works and it’s relatively inexpensive compare to interruption marketing. Take a look at these five ways to make your content marketing succeed and stand out from the crowd. 

Make content marketing a priority.

Businesses should never move their content marketing strategy to the back burner. The most effective way to make sure your content marketing takes priority is to treat it like it’s the most important part of your business. Basically, content marketing is the core of how your business represents itself to the world, so it’s not something to take lightly. It is just as important as all other aspects of your business, from providing excellent customer service to managing the financial aspects of it all.  

Content being produced today is inspirational, effective, smart and often really spectacular. On the flip side, there is a lot of content that is the opposite. Focus on finding the best strategies to establish brand awareness and provide value as you and your team develop content to share.  Today’s audience has a strong appetite for excellent information and a resistance to an overpowering sales approach. Give your readers what they want – valuable, relevant, consistent information – and don’t simply try to sell to them.  This is the way you will convert consumers into customers. 

Develop messaging architecture for the content marketing team.

Messaging architecture is a set of short words that convey the communications goals of the content produced by an organization. he power of messaging architecture is that it relates back to a business’s mission statement.  It focuses on ways to engage the audience and strives to develop the larger story that an organization tells. When content is created around those core messages, the content then can cement the image of your business as an innovator and an expert in a particular area. You will beat out the competition by adding more value to your business

People prefer to do business with companies who understand how they feel and their wants and needs. Content marketing provides the perfect opportunity to earn credibility and amplify your authority as you create messages that show how your product or service can make a positive impact on the lives of others. Make sure your business provides helpful, shareable information so when a prospective customer needs to find someone in your field, they choose you. 

Find out what your customers value about your business.

It’s import to solicit insights from those who engage with your business consistently – your customers. You can send out surveys, engage with them on social media, or use any other way to talk to your customers and find out what they have to say about your business. Try to understand their problems and come up with possible solutions. You customers can provide a wealth of information about what people really think about your business.  This feedback can help you figure out how to better interest them, what goals you should set for your business, and hopefully stop unhappy customers from sharing negative opinions about your business. Ask your happy couples to share their positive experience. You will sell more with testimonials spread throughout your site -- few sales techniques are more effective. 

Get your team involved in content marketing.

No matter the size of your team, remember that those who focus on content marketing aren’t the only ones who hold a monopoly on great ideas. Get all of the divisions involved and empower each to pull their weight and come up with strategies that support the business’s overall mission. You want to have content that is customized and appeals to each part of the customer journey.  

Prepare creative briefs for your content campaigns.

A creative brief refers to a document that discusses a clearly defined vision for what the final product aims to achieve. It spells out the target audience, the focus of the piece, the value proposition and the production schedule. It’s an integral part of preparing content marketing pieces and campaigns that align with the long-term values and goals of the business. Another benefit is that through preparing a creative brief, you force all parties involved to figure out how to align a content piece with the mission of a business.  

Businesses are constantly clamoring to grasp the attention of potential customers and often devote a large amount of time and effort attempting to ensure each department fully aligns with the company’s values and goals. However, once the content is created, the business either fails to market it or forgets about it.  Businesses often have the false belief that their content is good enough to spread by itself, which rarely happens. 

While the majority of content marketing projects fail, yours don’t have to. The tricks to a successful campaign is to give content marketing a seat with the bigwigs, create messaging architecture that fits with your values and goals, find out what your customers think of your business and use it to make changes for the better, make content a company wide task, and prepare creative briefs for all of your content marketing projects.

Photo credit: Gonzalo Aragon/Shutterstock

Megan Totka
Megan Totka
See Megan Totka's Profile
Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.
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