Content marketing is one of the most important and vital elements for B2B marketers. It is a pre-requisite for any kind of business to flourish and help reach out to the target audience. A study done by the ‘Content marketing Institute’ established, that a huge chunk of marketing experts swear by their homegrown strategies and promoting techniques, however just a third have reported to have a documented methodology for their work. Let’s look at fixing that.
Content promoting techniques that are created for various different brands are a result of extensive efforts and creativity. In a nutshell, it takes about 60 days to craft valuable content to showcase a brand to the world. Based on the seven stages excerpted from a presentation by ‘Convince and Convert’, it will help you to take your own substance elevating plan to a higher level of achievement.
Let’s get an understanding of the framework that helps in content marketing
PLAN: To determine the objective
Before you begin creating content, there are a multitude of questions one needs to answer, and this very answer will form the framework and basis of content marketing. Planning can be done in many ways depending upon where one has progressed in their business; it can be as simple as creating a mission statement or redefining their business goals for veterans who have been in for a long haul. ‘Strategizing’ or ‘planning’ forms a crucial first step on any platform for content marketing
- What is your organization perched to bring about?
- What is your organization best at providing?
- Why are you doing this at all? What is content going to do for your organization? Create awareness? Generate leads? Improve loyalty and retention?
In order to understand the business goals, answers to the above questions must be sought. Planning should be incessant, to optimize the marketing programs.
AUDIENCE: Defining the target population
As it is important to introspect and assess the growth of the business, it is also imperative to reach out to the right audience. Creating content for the right public can usher the business to higher realms. Content needs will transform over the time with internal shareholders, who create content and the audience that are at the receiving end. Both these participants have to grow together to create and assimilate content for a greater marketing potential.
Fundamental questions like, who are we talking to?
And what are the characteristic traits of those individuals needs to be acknowledged during this stage ofthe content marketing framework.
STORY: Give yourself permission to make the story BIGGER
Story-telling is not a strategy or a technical approach to grow your business. It is a form of communication that directly connects the larger audience with the organization. The story of how the company was formed and the efforts that were required should resonate in the minds of the audience.
Getting a perspective of who you see yourself as and whom you are trying to reach, will be void if one cannot clearly identify and disseminate their story. You can check out this detailed blogpost by us on AXA #CommercialSense which talks about creating interactive content and making the story a bigger reason for the audience to engage with your content.
Our next post will talk about the other metrics that will help you understand other factors that are necessary while preparing a content marketing framework. Meanwhile, you can check out other content marketing posts here.