As a marketer, the explosion of social media channels and the rise of content marketing means that you’re expected to do more and more activities. And most of them are online.
Gone are the days of balancing traditional ads and direct mail with a decent-enough website and a monthly email blast.
Now, you have to know all about your customers, create content they’ll want to see and then attract them to that content.
The content marketing process
It begins with understanding your customers better. And going with your gut feeling is not enough. You need to do research — interviews, surveys, statistics. Then, write up your findings in a buyer persona profile. Then test it and test some more. It can sound intimidating.
Then, once you know who you’re supposed to be talking too, you have to create content for her. Write blog posts optimized for specific keywords that your keyword tool says your ideal buyer will search for. Create beautiful e-books and white papers with those same keywords. This may be the most time-consuming part and unless you can outsource it, finding the time to write original blog posts and e-books can be tough.
It adds even more time if you try to spice up your text with emotional terms and power words that will resonate with your buyer. You need power words to get her to open your headlines in the first place, so she can see all the awesome content you’ve created for her.
Then, are you using landing pages to convert visitors to leads?
Of course you need to interact with your audience on social media and send out email blasts to build up an email list that’s supposed to be so valuable.
Whew! That’s a lot. Are you tired yet?
Unless you have a huge staff, you can’t do it all. So what will give you the most bang for your buck? Where should you focus to get results that your boss will care about?
And how does strategy fit in with all this?
Everybody talks about strategy but everybody also seems to have a different idea of what strategy means in marketing. But “strategic” is more than just another word for “smart.” Strategy is really as much about what you’re not going to do as what you are going to do.
Get some personalized advice to focus
If this sounds like you, then you’re not alone. I’ve been there too so I know that it’s tough being a marketer in a company where you have more tasks than budget and where expectations run high for results but where everybody from the vice president of engineering to the cashier in the cafeteria thinks they can do marketing better than you can.
Maybe you’d like to get some help sorting out what works from what doesn’t in content marketing but you don’t have budget to bring in a new agency?
Then my Content Marketing Strategy Session might be for you. It’s a webinar, so you don’t even have to leave your desk. And you’ll be surprised how much I can cover with you in just two hours:
- What you’ve done in marketing so far and what’s worked and what hasn’t
- A focused marketing strategy based on your current activities and your goals
- A list of 3-5 things that you can start on right away to start showing marketing ROI
Want to learn more? Then check out the Content Marketing Strategy Session and see if it looks right for you.
— Erik Curren, Curren Media Group