We would be discussing different stages of content for our digital marketing strategy

Different stages of content

We have been discussing about how content marketing strategy can be linked to other elements of inbound marketing strategy. We also discussed about the chapter various elements of content marketing strategy. In this chapter of inbound marketing certification course, we would discuss about these elements in detail.

 

Content marketing strategy is divided into 5 parts- information, purpose, audience, form and channel.

 

Information

We need to first know, the message we need to convey to the consumer and what would he be looking for in content. The goal here is straight, add value to customer and he will more likely revisit you back. But, for that to take place, you need informative content and you need to understand your buyer persona, so that you can create content accordingly. This way you will have a better chance at achieving success.

For example- You are a digital marketing strategy agency. You want that when people visit they become aware of various elements. Suppose, through one post you want to make sure that the audience that visits gains information about social media marketing, then you will add information like “how to increase likes”, “Why is social media marketing important for business” and similar topics like these.

After understanding information, you want to convey you will have to decide about the information accordingly.

 

Purpose

Purpose helps define why a buyer will visit your site. At what stage of buyer journey will he be at? Will he be at first stage when he visits this content or at the second stage when he is about to make a buying decision. Purpose will help you design your content marketing strategy. Without knowing the purpose of your prospect as to why he will come to you, a big point is being missed. Content relevancy will not be there then. We have discussed this earlier as well, we need to cater to multiple stages of buyer journey so that we can diversify.

For example, the purpose of a prospect visiting your content might be to make a decision whether, he should go for your digital marketing strategy or not. You should provide content to this prospect in the form of reviews and testimonials so that he can make a decision about the same easily.

 

Audience

We want to decide who are buyer persona will be and what will be the buyer journey when they come to your site. This selection would represent the group of viewers that you will be targeting on the basis of demographics, location, language etc. It is always good to have audience which will find your content relevant. But, an audience too broad or too specific can make your content marketing strategy go wayward.

For example- If you produce cartoon content, you may want to target children or teenagers of a specific location. This in some ways overlaps with your SEO strategy. But, in order to make your inbound marketing strategy successful, you will need to have a look at audience relevance as more relevant it is better experience they will have, higher the ranking you get from Google. Also, a better conversion rate which is a sure shot thing if you have relevant audience.

Form (Format)

Form is the method of presenting of your content. Content can be in various types be it text, images, audio, video, presentation or infographics. It should be in such a manner that it makes the content engaging for the audience and informative. It should make it easier to understand, the message you are trying to convey.

In our recommendation, it should be a mix of things, so that it can audience attention one form or another. A text post must be supported either by images, ppt or videos. Similarly, a video should be accompanied by text even if it is on YouTube. Else, how would users and search engines know what the video is about?

Choosing the write format for your content is critical, as your buyer persona might not like one format. For example – children won’t like a lot of text about cartoons, unless it is accompanied by videos or images

 

Channel

Channel is the medium through which you would like to convey your content to the audience. It can be social media like Facebook, Youtube, Twitter, Instagram etc or your Google Page rankings or can be blog websites likes OnMogul, Medium, Minds which help you interact with audience. Channel selection overlaps with your SEO strategy. You should not only have a single medium of communication. You should be present on Social Media, blog, Page rankings all across the board to make your inbound marketing strategy successful.

 

In our next chapter of inbound marketing certification course, we will be discussing more about content marketing strategy. Combining your content strategy to SEO strategy leads to highest success. It creates a kind of sales funnel strategy. As a SEO company in Rohini, we use the same strategy to help businesses achieve success.