The world of marketing is shifting. Because we’re bombarded with so many ads, we’re starting to repel the very idea of sales messages. That’s why it’s so important to reach people through valuable content. 7-figure businesses know the value of building relationships through copy, and have a comprehensive content marketing strategy. I’ve put together this basic content marketing strategy framework to show you how to use content to effectively grow a business.
The Content Marketing Strategy Framework To Grow A Business
Any marketing strategy can be looked at as a funnel where you create a pattern of interactions to move people through planned messaging until they become a paying customer. Content marketing is no different. You want to give your customers value through content without using sales messaging. That comes later. Follow these steps instead:
First Step in the Content Marketing Strategy Framework: Create Content
At the top of your content strategy framework, you’ll create content, like blogs and videos. This content will be spread to your general target audience.
What types of blogs and videos drive traffic?
There are two types of content that will drive traffic: content created for search and content created for social shares. Regardless the type of content, you’ll want to create connections with your audience. You can do this by creating a brand story, researching your audiences wants and needs, and then pairing that into stellar content.
Step Two: Use Social Media and Search
Use social media and search strategies to drive traffic to your content. When you create content, you’ll want to use keywords, links and other SEO strategies to take advantage of search engine traffic. You’ll also want to share your content widely on social media. To get clicks and shares, make sure you are using appealing headlines and social media images that will entice that all-important click. Headlines should create curiosity or fulfill a need your audience has.
Step Three: Capture the Customer
Admittedly, “capture the customer” sounds like something sinister, but really it’s just a good way to say you’re finding a way to interact with them again. Be sure to capture a customer’s email address, make them a social media page follower or subscriber, or at least ensure you have the Facebook Pixel or Google Ads codes installed on your website to retarget them. To bring customers into these messaging funnels, you’ll need to give away something for free (whether knowledge or a physical product sample.)
Step Four: Nurture
Content marketing is all about nurturing. How do you nurture a potential customer into becoming a buyer? With more content of course! By continuing to interact with customers on social media and by implementing email sequences, you can nurture those who are reading/seeing your content into becoming a buyer. Email, to this day, remains one of the top ROI methods. And guess how you create great email sequences? By using your content skills to connect with your audience and provide value to them. Once you nurture them, you’ll finally get to bring in sales messages with emails, ads, etc., and that’s when they convert to buyers.
To be effective at content marketing, you need both art and skill. When you know how to create content people connect with, you are much more likely to have success.