Given that the phrase “content is King” has long been recognised as a truism in the business world, it is understandable that many companies have been happy to lead their promotional marketing activities with content. However, while content is hugely important, content marketing is just one aspect of your marketing activities.
Advertising, social media marketing, traditional print or radio marketing and all other forms of marketing are important, and they must tell the same story or look to achieve the same end goal. Each individual component of marketing is likely to have its own nuances that mean it needs to be focused on in its own right but equally, all your marketing activities, including your content, needs to be driven by your overall marketing activities.
Content can achieve many outcomes and results
Content can achieve many things. It can represent your brand, helping to frame the perception that customers have about you. Content can persuade people to take action, turning website visitors into customers or followers. Content can help you achieve a lot of things, but it should fit into the overall premise of your marketing activities.
As a firm, you should have goals in place and these goals will help you define your strategy and actions. If you are looking to drive more traffic to your website, you must create content that drives traffic to your site. If you are looking to increase awareness of your brand or company amongst a certain demographic, you must provide content that appeals to this market and informs them of what you have to offer.
Any firm can create content but content with no purpose or intent may not help your business. You may get lucky and achieve a viral hit but if you have a focused approach with your content, you will be more likely to achieve success. This means you should be aware of:
- Your audience
- What your audience is looking for
- What your goals and aims are
- What your audience needs to see to enable you to meet these goals
Having aims and goals makes it easier to create more effective content
When you define these aims, you will find it much easier to create content that is of benefit to you and your audience. If you have ever struggled to know what to write about or you are unsure of what your next set of content should be, it is likely that you aren’t creating content with an overall marketing strategy or aim in mind.
If this sounds like your company, don’t worry, because you are alone. A lot of firms struggle to join the dots when it comes to their activities and will often have content writers or employ freelancers to create content without connecting with the marketing department or other departments within the company. If you need help aligning your content with marketing aims and activities, come and speak with the experts. At Social Addicts, we are pleased to say we have helped many firms align these elements and achieve great results. If you’re looking to achieve better results, content can help, and we are here to assist you.