You may already be working your content marketing strategy, producing content that is conversational, demonstrates your expertise and builds relationships with your target audience. It’s always important, though, to keep your strategy in growth mode. That means you’re always looking for ways to reach more people and better address their concerns.
A common event in many marketing plans, as discussed in a recent HubSpot article is a realization that a certain keyword approach is losing steam. For instance, if you are selling an activity or fitness tracker (i.e Fitbit), a few years ago it was enough to try to capture the consumers that searched for activity trackers. However, as activity trackers grew in popularity, your ability to capture that keyword dominance lost traction.
What tends to occur, though, is that search questions become more specific and conversational. Instead of searching, “activity trackers,” your target audience may search “activity tracker that is waterproof.” As a result, you need the ability to refine your content marketing process so that you’re getting the attention of your target audience.
When you get more specific in your topics and keyword emphasis, it’s easy to go down a wrong path. You could get started on a cluster of topics that you’re assuming are highly relevant to your audience, only to watch as your sales growth stagnates and lead lists begin shrinking. You need specific information about what your content will do for your target audience.
How can you refine your content marketing strategy? Here are a few steps:
Know your audience. You may have a basic understanding of who you are trying to reach with your content. In a B2B marketing strategy, you have designated targets that you’re marketing to, but it may be time to learn more about those potential buyers.
- Are you looking beyond job titles and roles when targeting company decision-makers? Find out more about their demographic traits and what their jobs consist of on a daily basis. More specifically, find more about them, their purchasing authorities, their business needs and more importantly their “wants.”
- What are you trying to accomplish with your content? Are you trying to encourage a particular emotional response or a particular next step?
- What do you hope will happen with your content once your audience has read it? Are you trying to get them to share it, print it for reference or use it to make a decision to purchase from you?
In short, you need to have highly developed buyer personas for your target audience data. This helps you create specific topics that answer the challenges your audience encounters in their jobs.
Create your topics: The easiest way to get started creating more refined topic ideas is by creating clusters. Using the simple activity tracker example from above, you might start by considering the problems that your particular trackers solve for the end consumer. For instance, you could create topics that highlight your activity tracker’s ability to work 30 feet underwater and the physical benefits that come from swimming and other water sports. From there, you might also highlight your tracker’s variety of options for recording different types of workouts. Does it recognize running versus walking or allow you to edit an entry to get credit for raking leaves for two hours?
Use tools to see if you’re on the right track: It’s easy to get started on a particular topic cluster and later realize the topics had nothing to do with what your customers needed. It’s important to utilize tools that help you zero in on your audience’s preferred topics. There are many tools that are helpful for seeing if you are on target:
Twitter Polls: Besides creating a great place for marketing activity, social media also helps you measure how your content is faring. To get some ideas on what you should be writing about, take an informal Twitter poll. Ask your target audience what kinds of challenges they are currently facing or if there are any new trend that they’ve heard about but want more information on. Maybe your audience will tell you that they’ve stopped clicking on your links because your titles aren’t grabbing their attention.
Blog comments: Every piece of content you post should have an opportunity for your readers to engage in conversation. You need to always include a call to action that invites comments on your blog. You can use the call to action to invite readers to weigh in on the kinds of topics they’d like to see covered in the future.
Telemarketing: What was missing from the HubSpot article was telemarketing. Telemarketing is one of the best tools you have available for refining your content marketing strategy. This tried-and-true method of connecting with your target audience has several benefits that can’t be matched with other forms of contact with your customers:
- Telemarketing provides an opportunity to learn highly-detailed information about your potential buyer. You can learn whether the decision-maker is receiving your content, whether there is more than one decision-maker in the buying process, and how they prefer to receive content.
- The feedback is immediate and proactive. Unlike posting a call to action in your blog, telemarketing doesn’t force you to simply sit back and see if anyone bites. You are able to call and get in contact with your potential buyer and learn about their preferences and needs when it comes to content.
- You build loyalty and trust. A person-to-person conversation is a superior interaction to conversation in a comments section. You can hear the person’s warmth in their voice, interpret their satisfaction level and immediately answer any questions or concerns.
- It’s a great way to follow up, too. If you are regularly sending content to your potential buyer and then they begin to purchase from your company, telemarketing provides a great way to call and follow up on any orders or deliveries.
In today’s marketing culture, you need a strategy that’s constantly being refined, and you also need the best tools to help you get specific in addressing the topics your audience wants to read about. To learn more about keeping your content in a constant growth mode, call Blue Valley Telemarketing.