Updated: Aug 20, 2019
Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to engage current and potential consumer bases. A strong content marketing strategy is predicated on the notion that delivering high-quality, relevant and valuable information drives profitable consumer action.
Content marketing has benefits in terms of retaining reader attention and improving brand loyalty. Read article.
Creating valuable, unique and reliable content is the most effective way to engage with an audience. It helps in build trust, cultivates customer loyalty and generates leads and costs 62% less than outbound marketing, generates 3 times more leads with 6X greater conversion rates.
SET COMMUNICATION GOALS
Every organization has its defined mission supported by goals, milestones and a business strategy to get there. The blueprint may change at a mercurial rate, which means the messaging will invariably need to change, too – in real time.
Content Marketing helps achieve established goals as it reduces marketing costs through earned media placement and supports:
· Awareness building
· Lead generation
· Influencer engagement
· Community interface
· Provides opportunities to up- and cross-sell
· Establishes authority as thought leader
KNOW YOUR AUDIENCE AND COMMUNICATE AUTHENTICALLY
Define the five things that the characters want, why they’re not getting it, the revelation that changes how they see the situation or what they will do with the information and how. Then, construct the story to reveal those happenings (Tamsen Webster)
· Set up the Story: It needs a time and place. People get into story mode when writers or video producers set-up the mood by introducing the setting from the beginning. (Kit Pang)
· Authenticity: When you embrace your story, you will connect with the audience on a deeper level. (Kristine van Busem)
· Vulnerability: Good stories include the parts that make us feel vulnerable. It is what connects your audiences and makes them feel. (Angela Lussier)
· Own it, Live it: A good story has to have intrigue, heart, originality and change told through practice, balance and respect. (Brendyn Schneider)
· Make it Meaningful: If you don’t know why you are telling a story, neither will the audience. Make it mean something to you. (Andrea Lovett)
· Resonate and Relate: A good storyteller must consider and connect with the audience at hand. (Bruce Marcus)
· Build a Bridge: A good story builds a bridge to its audience based on a shared experience, understanding or vulnerability. (Dana Jay Bein)