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5 Proven Content Marketing Strategies

5 Proven Content Marketing Strategies

An increasingly huge segment of the capital that modern businesses are assigning for marketing is being dedicated to online marketing. In fact, research has identified content marketing as the single most productive and sustainable form of attracting a loyal customer base in the 21st century. After decades of newspaper, radio, and television advertising, the global audience is waking up to the competitive advantages of a new online media. These advantages have influenced the ever-growing dominance of content marketing. The main advantages of content marketing allow marketers to:

  1. Fluidly incorporate the creative edge of 3D content
  2. Have a comparatively cheaper option for marketing
  3. Create a long-term market presence using online media
  4. Accommodate emerging trends of the Information Age
  5. Personalize content despite using social/mass media
  6. Integrate multi-media platforms with both video and audio

Regardless of these advantages, however, content marketing does not work for everyone. Some firms invest less capital and still convert more visitors to active customers. In contrast, other firms invest gigantic sums only to attract a few customers. It would seem, then, that success in content marketing depends on the science of marketing, not on the amount of time or resources invested. Like every form of marketing, content marketing is both a science and an art. This means that content marketing employs a creative and artistic strategy to attract online traffic to a site and then converts this traffic to loyal customers.

The question now becomes, “How can you improve the success of your content marketing program?” Previous research has proven that it is possible to improve the success of your content marketing instantly. You need only use a precise set of strategies, most of which have proved extremely effective for modern online entrepreneurs. The following five strategies are among the most essential and effective secrets to improving your content marketing outcomes.

1) Creating Problem-Solution Content

Improving your content marketing must always start by attaining the content’s purpose. Content marketing is, after all, a strategic and purpose-driven marketing approach that helps create, publish, and distribute valuable content for a clearly defined online audience. Content marketing seeks to move a customer towards taking profitable action. Before promoting a product or service, content marketing must first inform, educate, and positively improve the customers’ knowledge of the product or service. Such education preferably comes from an expert’s point of view. Only then can the content attract and sustain worthwhile traffic.

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    This explains why “how to” online content generates perhaps the highest portion of online traffic. Potential customers seek to know, learn, and understand issues that are of personal interest to them. Content marketing thus needs to precisely and concretely address realistic customer concerns, guide them towards ideal solutions, and offer a problem-solution exchange. Online marketing succeeds when it shows a customer how to do several things, including:

    1. Know more about an issue that is interesting to them
    2. Service their needs effectively and without additional cost
    3. Progressively improve their homes or workplaces
    4. Make their lives more enjoyable and affordable

    2) Anticipating Emerging Trends

    Content marketing helps anticipate future trends in the market. It is also becoming the only possible way to embrace these trends. Leading media companies that had previously relied on newspaper and TV advertising have acknowledged an emerging marketing trend. This new marketing trend is exclusively underscored by content marketing. Consequently, modern media giants have launched content marketing studios to service a new age of marketing dynamics. Companies that have traditionally relied on their global reach are gradually attaining the same outcomes through online platforms. Their online activities usually include posting videos and articles through their social media pages and blogs.

    Significant trends in advertising hinged on content marketing are evident in modern business. According to recent research, over 62% of content marketers have claimed that they saw an increase in the success of their content marketing strategies this year. This included over 88% of business-to-business advertisers who were using content marketing by the end of 2016. Furthermore, over 76% of all marketers claimed that they were planning to improve their content marketing strategy by 2017. Evidently, content marketing is no longer a choice. Rather, it is a mandatory component of 21st century marketing. This reality is the product of several emerging practices:

    1. Increasing the positive impact of content marketing on contemporary businesses
    2. Reducing the cost of content marketing
    3. Increasing the usage of social media platforms
    4. Personalizing general marketing messages for online visitors
    5. Customers making purchasing decisions using online content

    3) Optimizing the Marketing Message

    Content marketing should provide content that markets a product or service. As such, the mere presence and frequency of high quality content on an e-commerce site are not the only requirements. Long before dissemination, content marketing must start with a creation process. That process of creating content is both an art and a science. By default, the success of online marketing relies on how well both the art and the science are integrated.

    It is during the creation process that a message is strategically constructed. In most cases, content is judged based on its information value. For the marketer, however, the purpose is not to inform, but to market a product or service. The science is in making that marketing goal indirect yet convincing. Only when informative content is created can the content then be used to convert the reader to an active customer.

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    4) Embracing the Era of Multi-Media Usage

    According to recent research, advances in communication technology have triggered the use of and reliance on mobile devices. The prospective customer simultaneously uses assorted stationery and mobile devices. This means that the online content must be effectively accessible from smartphones, tablets, desktop computers, and laptops. Successful content marketing must embrace the simplicity and liquidity of being available and accessible in what has become a multi-device world. The marketer should customize the content for consumption by a relatively mobile public.

    content marketing

      The world is going mobile, and content marketers should therefore always cater to a mobile audience. Unfortunately, that is not all. In a recent study commissioned by Facebook, it was found that the international audience targeted by content marketing uses several mobile devices simultaneously. Among a sample of 2000 adults in the UK and the US, the study recorded over 60% of adults online accessing the internet using at least two mobile devices on a daily basis. Most of these adults used the mobile devices simultaneously. Further still, 25% of Americans and 20% of UK residents simultaneously use three mobile devices. Interestingly, over 40% of the sample in both countries start an online activity using one mobile device and then complete the activity using another device. The impact of content marketing thus depends not only on how well it caters to a mobile audience, but also on how well it facilitates multi-device usage.

      5) Personifying the Marketing Appeal

      Readers largely prefer reading information given by experts. This explains why quality content marketing needs to have the perspective of an authoritative voice. Even so, when marketers make the content personal, they take the content to a level it might never have reached even with an authoritative voice. Personalized content is more attractive, appealing, and convincing to the reader than abstract text. TED talks, how-to articles, and advisory YouTube videos, for example, attract such a gigantic following because their content is always personalized.

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        The problem with content marketing is that it cannot attain essential eye contact. Nonetheless, even without eye contact, the content attains nearly the same effect with a personalized interaction with the reader. Content that does not address “the” reader, and which builds an interactive discourse with “you,” helps attain the goal of content marketing better. Once that personal contact is made, sustaining it with reliable, consistent, and regular content solidifies how well content marketing attains its primary goal.

        Content Marketing Is Invaluable

        The future of content marketing is evidently more prosperous, influential, and critically essential than any other traditional form of marketing has been. Content marketing is not only becoming dynamic, but is also a combination of advertising art and marketing science. It might be extremely cheap to get likes on Instagram, for example, but the potential marketing impact of those “likes” is priceless. That said, use the advice here to tap into this potential and consolidate your content marketing success. This success in content marketing is both attainable and essential.

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        Working in Laptop via Pixabay.com, Apple Devices , jcomp / Freepik Via Freepik.com

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        Last Updated on August 20, 2019

        How to Find New Growth Opportunities at Work

        How to Find New Growth Opportunities at Work

        Career advancement is an enticement that today’s companies use to lure job candidates. But to truly uncover growth opportunities within a company, it’s up to you to take the initiative to move up.

        You can’t rely on recruiter promises that your company will largely hire from within. Even assurances you heard from your direct supervisor during the interviewing process may not pan out. But if you begin a job knowing that you’re ultimately responsible for getting yourself noticed, you will be starting one step ahead.

        Accomplished entrepreneur and LinkedIn Co-Founder Reid Hoffman said,

        “If you’re not moving forward, you’re moving backward.”

        It’s important to recognize that taking charge of your own career advancement, and then mapping out the steps you need to succeed, is key to moving forward on your trajectory.

        Make a Point of Positioning Yourself as a Rising Star

        As an employee looking for growth opportunities within your current company, you have many avenues to position yourself as a rising star.

        As an insider, you’re able to glean insights on company strategies and apply your expertise where it’s most needed. Scout out any skills gaps, then make a point to acquire and apply them. And, when you have creative ideas to offer, make it your mission to gain the ear of those in the organization who can put your ideas to the test.

        Valiant shows of commitment and enterprise make managers perk up and take notice, keeping you ahead of both internal and external competitors.

        Employ these other useful tips to let your rising star qualities shine:

        1. Promote Your Successes to Your Higher-Ups

        When your boss casually asks how you’re doing, use this valuable moment to position yourself as indispensable: “I’m floating on clouds because three clients have already commented on how well they like my redesign of the company website.”

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        Tell your supervisors about any and all successes. Securing a new contract or signing a new customer should be a cause for celebration. Be sure to let your bosses know.

        2. Cultivate Excellent Listening Skills

        Listen well, and ask great questions. Realize that people love to talk about themselves.

        But if you’re a superb listener, others will confide in you, and you’ll learn from what they share. You may even find out something valuable about your own prospects in the company.

        If others view you as even-minded and thoughtful, they’ll respect your ideas and, in turn, listen to what you have to say.

        Check out these important listening skills: 13 Powerful Listening Skills to Improve Your Life at Work and at Home

        3. Go to All Office Networking Events

        Never skip the office Christmas party, your coworker’s retirement party, or any office birthday parties, wedding showers, or congratulatory parties for colleagues.

        If others see you as a team player, it will help you rise in your company. These on-site parties will also help you mingle with co-workers whom you might not ordinarily have the chance to see. For special points, help organize one or two of these get-togethers.

        Take the Extra Step to Show Your Value to the Company

        Managers and HR staff know that it can be less risky – and a lot less costly — to promote from within. As internal staff, you likely have a good grasp of the authority structure and talent pool in the company, and know how to best navigate these networks in achieving both the company’s goals and your own.

        The late Nobel-Prize winning economist, Gary Becker, coined the term “firm-specific,” which describes the unique skills required to excel in an individual organization. You, as a current employee, have likely tapped into these specific skills, while external hires may take a year or more to master their nuances.

        Know that your experience within the company already provides value, then find ways to add even more value, using these tips:

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        4. Show Initiative

        Commit yourself to whatever task you’re given, and make a point of going above and beyond.

        Position yourself so that you’re ready to take on any growth opportunities that present themselves. If you believe you have skills that have gone untapped, find a manager who will give you a chance to prove your worth.

        Accept any stretch assignment that showcases your readiness for advancement. Stay late, and arrive early. Half of getting the best assignments is sticking around long enough to receive them.

        5. Set Yourself Apart by Staying up on Everything There Is to Know About Your Company and Its Competitors

        Subscribe to and read the online trade journals. Become an active member in your industry’s network of professionals. Go to industry conferences, and learn your competitors’ strategies.

        Be the on-the-ground eyes and ears for your organization to stay on top of industry trends.

        6. Go to Every Company Meeting Prepared and Ready to Learn

        A lot of workers feel meetings are an utter waste of time. They’re not, though, because they provide face-time with higher-ups and those in a position to give you the growth opportunities you need.

        Go with the intention of absorbing information and using it to your advantage — including the goals and work styles of your superiors. Respect the agenda, listen more than you speak, and never beleaguer a point.

        Accelerate Your Career Growth Opportunities

        A recent study found that the five predictors of employees with executive potential were: the right motivation, curiosity, insight, engagement, and determination. These qualities help you stand out, but it’s also important to establish a track record of success and to not appear to be over-reaching in your drive to move up in your company.

        Try to see yourself from your boss’s position and evaluate your promote-ability.

        Do you display a passion and commitment toward meeting the collective goals of the company? Do you have a motivating influence with team members and show insight and excellence in all your work?

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        These qualities will place you front and center when growth opportunities arise.

        Use these strategic tips to escalate your opportunities for growth:

        7. Find a Mentor

        With mentorship programs fast disappearing, this isn’t always easy. But you need to look for someone in the company who has been promoted several times and who also cares about your progress.

        Maybe it’s the person who recommended you for the job. Or maybe it’s your direct supervisor. It could even be someone across the hall or in a completely different department.

        Talk to her or him about growth opportunities within your company. Maybe she or he can recommend you for a promotion.

        Not sure how to find the right mentor? Here’s How to Find a Mentor That Will Help You Succeed.

        8. Map out Your Own Growth Opportunity Chart

        After you’ve worked at the company for a few months, work out a realistic growth chart for your own development. This should be a reasonable, practical chart — not a pie-in-the-sky wish list of demands.

        What’s reasonable? Do you think being promoted within two years is reasonable? What about raises? Try to inform your own growth chart with what you’ve heard about other workers’ raises and promotions.

        Once you’ve rigorously charted a realistic path for your personal development within the company, try to talk to your mentor about it.

        Keep refining your chart until it seems to work with your skills and proven talents. Then, arrange a time to discuss it with your boss.

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        You may want to time the discussion around the time of your performance review. Then your boss can weigh in with what he feels is reasonable, too.

        9. Set Your Professional Bar High

        Research shows that more than two-thirds of workers are just putting in their time. But through your active engagement in the organization and commitment to giving your best, you can provide the contrast against others giving lackluster performances.

        Cultivate the hard skills that keep you on the cutting edge of your profession, while also refining your soft skills. These are the attributes that make you better at embracing diverse perspectives, engendering trust, and harnessing the power of synergy.

        Even if you have an unquestionably left-brain career — a financial analyst or biotechnical engineer, for example — you’re always better off when you can form kind, courteous, quality relationships with colleagues.

        Let integrity be the cornerstone of all your interactions with clients and co-workers.

        The Bottom Line

        Growth opportunities are available for those willing to purposely and adeptly manage their own professional growth. As the old adage says,

        “Half of life is showing up.”

        The other half is sticking around so that when your boss is looking for someone to take on a more significant role, you are among the first who come to mind.

        Remember, your career is your business!

        More About Continuous Growth

        Featured photo credit: Zach Lucero via unsplash.com

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