Effective content marketing is challenging work. Despite this, it remains one of the rewarding ways in which digital marketing can be done efficiently. In a constantly evolving market, online competitors are becoming more and more numerous and standing out becomes fundamental: but how is it possible to do this?
First you need to structure a multi-channel marketing strategy from social media to websites, from email marketing to videos, to intercept the public, engage them and be able to interact with them. Second, you need to plan a content marketing strategy with quality content that must have at least one of the four objectives mentioned above: entertain, inspire, educate and persuade.
Now let's see in detail these 4 types of content.
In order to entertain the public, you should think about viral games, contests and videos. The perfect channels to convey these types of content are certainly social media. The ideal content to entertain must be "light", shareable and passionate and less oriented to the single product. How not to mention instant marketing in this case: with a pinch of irony and a little attention to trend topics, you can create content that is consistent with the brand in order to entertain, entertain and be remembered by the public!
Inspiring users does not only mean sharing motivational phrases or quotes from illustrious pens, but above all telling stories with the help of testimonials and influential people.
Through the strategic involvement of influencers chosen ad hoc on the basis of their niche, it is possible to stimulate opinions, comments and reviews from your customers.
Guides, infographics and articles are ideal channels for educating the public. We must answer the question: how can we make a person on the other side of the screen perceive the value of a product? The answer is by offering solutions and useful advice to those who will have to buy it. Educating your audience is not a trivial thing, it increases the credibility and authority of the brand, as well as stimulating the curiosity of those who are reading. Surely, to facilitate this, you can use different channels including social networks where you can publish articles in the sector.
To convince people to use the services you offer, you could resort to using case studies, webinars, promo videos and demos or, alternatively, decide to open an FAQ page on your website or use chat bots for real-time answers.
Certainly, some strategies are more suited to a B2B context such as webinars and demos, while others are better suited to the logic of the B2C world such as games, viral videos and influencers.
Are you looking for the ideal partner to support you in building a content marketing strategy? E-Business Consulting, a marketing agency founded in 2003, is able to structure a marketing plan from social media to the organization of webinars and services for your company. Come and visit us at IAB Forum on November 15-16 at MICO in Milan.