If you’re in the process of building or optimizing your content marketing strategy, you’re likely encountering a few challenges. For one, you are probably stuck on distribution: how do you make sure that you reach the right audiences in a cost-effective way? You’re also probably wondering how to create content that is optimized for your audience. But how do you get started with building a successful personalization program?
As you’re building out your content marketing program’s competitive positioning, you’ll realize that there are more questions than answers. Here are 3 simple tips to help you reclaim your focus:
1. Prioritize Context
Looking for a unique way to reach and engage your audience? The most direct path forward is to build-out contextually relevant content experiences. This process begins with segmenting your customer lists and understanding your buyers’ typical life cycles. From there, you’ll want to create a content plan that supports this natural journey—to reach audiences at the right time in their exploratory processes.
Remember that target customers will engage with your company through a series of touch points (Think with Google refers to these interactions as “micro-moments”). Content can help you build a connected, contextually relevant marketing journey. You may even want to enlist the help of a SaaS provider to help you create personalized content for different audience segments.
2. Be Unique in Your Distribution
Every content marketer will tell you distribution is essential for building out your competitive positioning in your market. But you can’t just follow a one-size-fits-all formula. You need to leverage your company’s unique growth-drivers to reach the right audiences. Here are a few ideas to guide you:
- Enlist your sales and account management teams to share your content with their customer bases
- Link to your content from high-traffic portions of your website
- Segment your email marketing list by persona and past behavior on your website
Approach your distribution strategy with a sense of focus: form deeper relationships with higher-value customer segments. Rather than creating promotional opportunities from scratch, tap into your existing growth levers.
3. Be Tangible with Your Storytelling
These days, audiences don’t want to read fluff content. They want actionable, practical information that will help them achieve their goals.
In your content marketing, you’ll want to share actual stories and lessons learned. Remember that your brand has an interesting perspective to offer. Instead of overthinking your content creation process, focus on a simpler strategy: aim to answer questions that your target audiences are asking in the field, every day. To achieve this goal, you can interview members of your client-facing teams to come up with topics. You can even interview your customers around their problem-solving strategies and tactics.
Aim to answer questions you target audiences are asking the field every day.
Aim to offer real perspectives that your unique audiences can incorporate into their everyday lives. Solve problems instead of writing aimlessly.
Alignment, with marketing and with your customers, is the heart of today’s most successful content programs. Laser focus on your highest value audience subsets. Personalize experiences. Distinguish your company from the crowd by offering tangible solutions.