Learn how to build a content strategy that gives results! – WAU
The elaboration and execution of a Content Marketing strategy goes far beyond the creation of posts and materials to feed a blog, contrary to what most people imagine. In addition to quality – a determining factor for its success – content production must be done, as the name says, […]
The elaboration and execution of a Content Marketing strategy goes far beyond creating posts and materials to feed a blog, contrary to what most people imagine.
In addition to quality – a determining factor for its success – content production must be done, as the name says, strategic and targeted, and always based on a main objective.
But, before putting it into practice, you need to learn some concepts and go through certain steps that will guide your content production and still ensure that your strategy is reaching the right people, at the right time and in the right way.
Know these steps and understand what are the fundamental prerequisites of a good Content Marketing.
Quick definition: what is why making a content strategy
In a very simplified way, Content Marketing is a strategy to attract your ideal audience by providing relevant content.
The idea is solve problems and generate value to your potential customer at exactly the time they need it most.
And, instead of interrupting it with ads and other formats that interfere with your experience with websites and social networks (for example), you provide information and knowledge that will bring it to you.
Therefore, a Content Marketing strategy, before anything else, is directed. In order for these people to be attracted to the point of becoming your customers, they need to receive really attractive content.
It is also a possibility to generate authority. When you teach someone something or help to solve a problem, you show them that you really understand the subject, that is, what you do.
After all, your content production must be a means of relating what your company does to the customer’s need, even before he realizes that it exists.
In the process, your brand and your customer build a relationship of trust and credibility, two factors that greatly influence the choice of a company and the purchase of a product.
In addition, as it is an essentially online strategy, Content Marketing provides the measurement of results, ensuring that your money is being invested in the right way!
And all of this makes your content strategy cheapest, reducing the cost of acquiring customers, with great potential for engagement from the public, greater chances of loyalty and still less effort from your sales team, since throughout the process your audience is being educated about your product or service.
Excellent benefits, right? Now it’s time to understand how to put it all into practice!
Definition of Persona
As we said, to achieve your goals, a Content Marketing strategy must be highly targeted.
You want to reach people who have the potential to buy your products and not those who wouldn’t even be interested in you.
So before you start, your first step is to define the your company’s persona.
Persona is a semi-skilled profile of your ideal client. Profile because it will have a name, an age and other personal characteristics. It is semi-cunning because it must be based on real and proven data.
As well? You collect information demographic of your current clients – average age, social class, profession – and also behavioral – problems, interests, preferences. And based on this information, he elaborates a profile with the main characteristics of a perfect customer, as in the model below.
That will be the north of your strategy. Your persona is the one who will define your type of content, the frequency of posts, the language of your texts, the main topics covered by you, the channels for disseminating that content and any other relevant factor within your process.
And, why not use the concept of “target audience”?
It is very difficult to produce content for women between 20 and 45 years old. Their language is different, the type of content they consume too.
And within that margin, there is certainly a customer profile that matches more with what you have to offer.
So the idea is really to establish a target. If you get the others right, great!
If not, you will be attracting people who really have a good chance of becoming your customers, saving you money and effort and getting even better results.
And, for companies with products from different niches, it is possible to create more than one persona, always keeping in mind that the idea is to attract the right people!
To help you, we have created a very simple and practical Personas Generator! Just access the link, fill in the main data of your persona and with a few clicks it will be in your email!
Now that you know your ideal customer well, it is time to think about the path he will take from the moment he does not know your brand until when he becomes your happy and loyal customer.
Regardless of who your persona is, there is a path called “Customer Journey” that every consumer goes through, from the discovery of a problem to the purchase. What will be different, in your case, is how these people will go through this process.
The journey can be divided into 4 main stages:
1. Learning and discovery
At this stage, the client perceives the symptoms of a possible problem. Therefore, he begins his search for information that can help him solve his doubts.
Let’s try to exemplify this: Your client is considering starting to exercise.
But you don’t know exactly which activity to choose, how to choose or even the real reason why to start. That’s why he goes to Google and starts his searches on the subject.
What does he look for? Blogposts, materials, educational materials such as basic ebooks, tutorials and videos.
2. Consideration of the Solution
At this stage, the potential customer already knows the problem. Now he seeks the best solutions to his problem, in the search to solve it in the best possible way.
Continuing the example: he became convinced that he really needs to exercise, whether for aesthetic or health reasons.
Now he is looking for what he really needs to start his new, healthier and more practical lifestyle as soon as possible. What equipment, clothes, exams… what’s missing before he starts.
What he looks for: More advanced ebooks, more complete and specific blogposts about the activity he chose to do, webinars and guides, for example.
3. Purchase Decision
In this phase, the customer understood that his need can be solved from a purchase, and that is why he is researching which are the best options to meet it.
For example: The person chose to go hiking! And discovered in the previous stage that, for this, she needs a good running shoe, as it will make a big difference in her performance and health.
The question is, which shoes should I choose? She is evaluating the best option and, if your company that produces this sneaker was the one who helped her throughout her discovery process, she already trusts you to the point of choosing your product.
What she looks for: Product demonstrations, testimonials from other customers, free tests, tasting (when possible), comparisons, successful cases and other materials that confirm that she is making the best decision.
At this stage the person is making the purchase. However, it is not time to forget about it, but to think of ways to build loyalty!
To finish the example: your ideal customer – who is now your customer – is in the purchase process and expects to be very well received, meeting your expectations and needs.
As much as Content Marketing is a great strategy, if at this stage the customer does not have a good experience, all the work went downhill!
What he looks for: good service, price, payment options and, why not, a suggestion of other products that she may need, content that helps in the use of her product or even an opinion poll on the service. It’s time to build loyalty!
Your content production will also be guided by this journey.
What are the best channels for the customer to have access to your content and go through all these steps? What are your doubts and questions during this process? What questions can you answer to help you and also lead you to the time of purchase?
That is why understanding the customer’s needs in each of these phases is essential!
To never forget this process, download our infographic with the Customer Journey and leave it in an easily accessible place, so you can consult whenever you need to!
You already know your persona and understand the needs they have that can be solved by you. Great!
Now is the time to transform all the information you have into quality content that communicates clearly, objectively and functionally with your ideal audience.
At that moment you must perform brainstorms to raise the best topics, types of content and what are the best channels to disseminate it. But remember: always based on data!
In addition, you should do a search for key words to understand how these questions are searched for by potential customers on search engines like Google.
Knowing these terms, you will bring your content to meet the needs of the persona, making the process of attracting to your channels even more efficient.
The first of the channels is, of course, the blog. It will be a space exclusively for you to communicate with your customers, and with that when you access it, you will have 100% of their attention turned to you!
It should look like your company and at the same time be interesting and functional for your persona. Your entire creative process will be based on it!
In addition to it, there are other channels for disseminating content, such as social networks. The question that must be answered then is: what are my persona’s favorite social networks? There you will have the chance to expand the dissemination of your content, increasing your engagement and reach.
And then you can start producing quality content. He must match his persona, with easy language, simple and fast consumption, thinking about all the stages of the customer’s journey and thereby producing materials that meet all those stages and needs.
Organization of publications
Whenever your persona accesses your blog and your content dissemination channels, they must find new things. Otherwise, in time, you will no longer be interesting to her.
Therefore, a Content Marketing strategy also requires frequency. You should maintain regularity in your posts to ensure that your persona always finds news and that you continue to generate value for them.
In this case, the ideal is to elaborate a publications calendar to keep your organization up to date, make sure you’re not creating duplicate materials, and make your posting routine easier.
In addition to blogposts, the ideal is that you also have a calendar for the dissemination of rich materials, such as ebooks, webinars, podcasts and infographics, as well as social networks.
In fact, the latter should be even more detailed and attentive to specificities such as day and time. Take tests and see which are the best publication periods, where you have more interactions, so that you can attract even more traffic to your blog!
If you are not sure how to start organizing your publishing routines, download our Marketing Calendar. In it you will find calendars for organizing simple publications that can be adapted to your reality!
In addition to social media, you will have a plethora of other ways to promote your content, reach people and generate traffic. What will define the choice of these channels, as you may already imagine, are the habits of your persona.
Know the main ones:
Although many people believe that email is no longer a good strategy, it has never been more powerful. Even children, to create accounts on game sites, need an email!
The adults are then connected 24 hours a day via smartphones, in addition to the issues surrounding the work routine.
For this reason, sending emails is a great content dissemination strategy, in addition to being an excellent relationship channel with your audience. However, when sending emails, there are some “golden rules”:
- You should only send emails to people who have provided you with this contact information. That is why never buy an email list. You can get them through newsletter subscription fields on your blog or on Landing Pages for publishing rich materials;
- Never fill your contacts’ mailbox! E-mails, like other publications, must be directed by the persona’s interest and must also have a sending schedule to prevent you from becoming spam or promoting bad experiences to users;
Your website must match your Content Marketing strategy: it must be functional, meet the needs of the persona, have a language that communicates with it and offer a good experience to users.
And it can be an opportunity to disseminate content mainly in three ways:
- Having an access button for your blog;
- Having visible buttons to access your social networks;
- Creating a special page to access all the rich materials produced by you, to facilitate and centralize access to your most complete content.
If you want to know a page of rich materials to be inspired, visit the Materials page of Websites Are Us.
We know how much organic traffic – that is, what comes as a result of search engines – is an excellent traffic acquisition channel, with better cost / benefit in most strategies.
But when you’re starting out, paid options are a great way to generate the first spikes in access to your channels, especially the blog, and that’s why we can’t do without that option.
Regardless of whether you choose paid media for search engines, such as Google Adwords, or on social media, such as Facebook Ads, Instagram Ads or LinkedIn Ads, the ideal is to study and target your ads as much as possible.
Remember that better than reaching many people is reaching the right people. In addition to saving, you increase your chances of getting great results through segmentation!
And, if you still have doubts about the benefits and differences between paid traffic and organic traffic, this post can help you!
Analysis of results
Finally, now that your strategy is already running and in full swing, it’s time to measure your results to further direct your time and resources towards what has given the best results.
As we said, one of the great benefits of Content Marketing is that the entire strategy can be measured and analyzed practically in real time, reducing errors and failed investments.
So it is impossible to get the best out of this strategy without analyzing all the results generated, including to learn more and better your audience’s preferences and habits!
Understand which are the best days and times of publication, which are the most accessed content formats, which are the most engaged topics and all other data regarding the progress of your strategy.
They will help you a lot to be more consistent with your persona’s needs, increasing your chances of retaining and converting them throughout the Customer Journey.
They will also help you to understand what are the flaws you may have made during the strategy development. After all, no process is safe from failures, however, with Content Marketing they will be corrected quickly, increasing your chances of success.
The analysis of the results must be done in a constant and integrated, relating the results and creating a true history of your strategy, guaranteeing data for comparison over time.
You will clearly see the progress and growth of your project, which, as you may have noticed, takes time, but also generates incredible and really long-lasting results.
Finally, analyze the direct impact that your Content Marketing strategy has had on your sales. After all, the ultimate goal of every business is to sell more and that would be no different here!
Targeted, measurable and strategic! These are the characteristics of good Content Marketing!
But, as you can see, it all takes a lot of work, planning and constancy.
That is why it is important that each process is respected and carried out, always based on data and documenting the processes to ensure that everyone involved is moving in the same direction.
However, you don’t have to do all of this alone. There are companies, such as Websites Are Us, that develop and execute Content Marketing strategies with you, ensuring the quality and frequency of your posts and also monitoring the results.
But, regardless of the choice for outsourcing, partnership or internal execution, it is essential that you keep in mind what the processes are and why they are so fundamental to this concept, and in a clear way.
And also that you know all the benefits that Content Marketing can offer you:
- In the short term, helping to analyze your audience;
- In the medium term, obtaining results regarding his behavior and helping you to better understand your own market;
- In the long term, significantly impacting its sales, its positioning and its customer retention and loyalty capacity.
And if you want to deepen your knowledge about this strategy, access our Content Marketing Encyclopedia and find out in detail what you need to put it into practice as soon as possible!