In a context where saturation and massive disengagement from the content of top brands are raging, targeting the right person, on the right platform and at the right time has never been a crucial issue to increase your reputation.
In addition, the hyper-connected modern consumer now requires personalized and instant communication, which adds additional pressure to your business which is still struggling to demonstrate the profitability and viability of your content marketing strategies. It is therefore high time to think about your goals and create a content marketing strategy that will take your digital initiatives to the top speed in the health and wellness business. Follows are some tips that will guide you through every step of the process.
1. Define the content’s marketing objectives
When planning content, how do you decide what is worth creating and what needs to be communicated? Each element of the content in which you are involved should serve a clear purpose for your marketing efforts. What are you trying to achieve? Here are some common marketing content goals to consider:
- Increase brand awareness in key or vertical markets
- Redirect traffic to your website
- Increase subscriptions
- Direct readers to a home page or form to fill, lead generators.
You will notice that none of these content marketing goals are interested in Likes, Retweets, or Favorites. This is because, as with your goals on social media, it is absolutely essential that your content marketing goals coincide with your broader business goals. Aligning them forces you to consider content in terms of business measures, such as traffic, leads and sales – indicators that other teams also use as reference. This alignment is also useful in demonstrating the value of your initiatives in content marketing on a larger scale, which is extremely valuable when negotiating with stakeholders who are not exposed to content marketing in your organization or who are unsure value.
After determining your goals, set each step necessary to achieve them. This will not only ensure that the content is aligned with your content marketing goals, but also inspire your content creators. Knowing what an element of content needs to accomplish on a larger scale could create an idea about what needs to be created or how to create it.
2. Determine the target audience for your content
A large part of effective content marketing strategies involves knowledge of its audience. Depending on the objectives set, it will be necessary to profile a specific public or buyers. This will help you find ideas and create your content.
Gather as much information as possible about your target audience. Listening to social media will help you refine your knowledge of their features and interests, ensuring that your content will resonate with them.
3. You need to know the types of content that best fit your business
After you have defined your goals and target audiences, you should be able to determine the types of content that can help you achieve both. Here are examples of content that can help you achieve specific content marketing goals:
- Increase awareness of the brand in key or vertical markets
- concentrate on creating content that is easy to find and strongly related to the health and wellness industries
- Increase subscriptions by illustrating the benefits of your product or service, while incorporating a clear call to action that encourages visitors to sign up or try it out
- Directing to a home page or form to fill out, lead generators
4. You need to get a content execution plan
After determining the type of content to create, establish the creative process. Your content execution plan must be a step-by-step process to turn an idea into a finished product. This plan adds stability to your content marketing efforts, and ensures tracking the progress of each item of content at each step.
What does a content execution plan contain? A calendar, an idea, a project brief and a content hierarchy.
5. Create a process to promote content
The creation of your content is complete. Now you’re going to have to promote it. But not all content is born equal. You will, therefore, need to predetermine how you will promote your content in order to get the maximum scope and effect. Your content promotion process ensures that all your creative efforts are not in vain.
Make it a habit to regularly report on the performance of your content marketing. These reports can then be shared with your team, in the interests of transparency and to show them the performance of the content. It is also possible to present reports to demonstrate the value of your content to the company. Finally, they give you an overview of the key indicators, which proves practical to assess the objectives of future content marketing campaigns.
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