July 20, 2017

8 Steps to Creating the Perfect Content Marketing Strategy

8 Steps to Creating the Perfect Content Marketing Strategy

Content Is King, Online Marketing

So you have decided to get serious about content marketing and I am sure you have lots of awesome contents you want to publish about your business right?
Now before you jump into creating those awesome content, let me enlighten you a little.
It is true that content marketing is king.  It is the marketing technique that starts the process of every marketing strategy and for it to be more effective you need to put your content strategy in order.

What is a content strategy? 

While content marketing focuses on the editing,  creation,  curation, and promotion of your product and services using the various type of content - Content strategy or content marketing strategy refers to vision and aim of why the content is being created,  managed and promoted.  It focuses on the wants of the customer and how you can use your content to gain their trust and finally convince them to take an action, like buy your goods patronizing your services or even subscribing to your blog.

Why do we need a strategy before creating a content? 

Creating a strategy for content such as articles,  blog post, graphics, and others sound funny as you already think you have awesome ideas for content topics you feel your audience will resonate with.  Yes, I was like that also when I started.  The thing is digital marketing as evolved.  Customers are now in the center of every marketing decision.  They are the ones who dictate what the manufacturer's manufacture and the products the retailers sell.

The marketing system revolves around the consumer and if you don't understand the way they think and what kind of words work on them,  you will end up creating content you think is awesome but has no effect on them. Content marketing is about building trust and loyalty with your audience, customers, and leads.

A good content strategist is someone who creatively suggests ways by which trust relationship can be built between a customer and his company's products and services.

Now that you know what content strategy is and why you need it, let look at how we can create a good marketing plan or strategy.

How to Plan your Content Marketing

  • Set your goals: Before you start creating that content, know why you want to create it. What do you hope to achieve with the content? Are you creating it to drive more sales or increase traffic or convince your customers to make a donation or your audience to watch a video you have posted? Let your goals be the first guiding factor as you plan on creating that content. 
  • Know your audience: who is the content meant for? Teenagers, adults, kids, old people, men, women, boys, girls? What kind of content does your audience prefer, videos, gifs, infographics, articles, graphics, e.t.c? What triggers them to take an action? These are several questions you need to ask yourself about your audience before deciding to write that content. 
  • Know where you customers are: lots of digital marketers make this mistake. They believe that because a particular social media platform has a huge influx of users, they expect their customers will be there. There are many social media platform out there and truth be told each one of them has their business niche. There are products that can be sold well on twitter but will never work on Facebook. Same with Instagram Pinterest and Tumblr. So find where your customer hangs out the most and engage them there. 
  • Decide what type of content you will create: Remember in point 2, we talk about knowing what kind of content resonate with your audience or customers. Point 3 also affect this decision. You need to know what kind of content works with your client. Use your competitors to solve the solution quickly by spying on them. Decide if you will be creating a video or, micro site, podcast, articles e.t.c. 
  • Create the content: After dealing with the four points above. It now time for you to create that exciting content. 
  • After the content creation comes the awareness part: after you have created the content, the next step is to distribute it and let people know about it. So you distribute it to the relevant platform, especially where your audience hangs out the most. 
  • Engage your customers so they can interact with the content. Use email marketing, to remind them that you have posted a new article and they should view it. 
  • And finally, decide on how you will effectively measure your content marketing once it has been published and pushed out. Find out your key performance indicators and how effective your campaign is going. 

The above steps are the guideline to creating that perfect content that will eventually bring sales and increase productivity. Read this article to learn how to optimize your content to attract a wider audience. 

July 1, 2017

Content Marketing in 2017 - The benefit for your business

Content Marketing in 2017 - The benefit for your business


Today we will be looking at how content marketing can benefit your business and why you need to start taking it seriously now.

Benefit of content marketing for your business

You have in all likelihood heard the phrase 'content material is King' before and like every other digital marketer you will agree with me that this phrase is absolutely true.

If we look at the process of online marketing which is to Attract - Engage - Convert and multiply, you will notice that for these 4 (four) vital stages to pull through and give you the actionable result you want, content plays a key role. It is through content that we are able to Attract our audience, Engage them, compel them to take action on what product or service we are rendering and helps multiply our customer base.

The thing is, many business owners still lack the idea that content plays a key role in customer decisions about your product or service.  I have worked with clients who give little or no attention when you mention the words Content Marketing to them.  When I tell them to take their content serious like the way they take their products, they'll be like
'Marcel you are too serious about this content of a thing. Just pen down something and distribute it across the relevant channels, customers don't care what they read jare'
The truth is customer care about your content and if you are among those that have been taking content for granted,  let me put you through, on the benefit that you have been throwing away by not taking it seriously.

First - what is content?

Content material is a marketing technique of generating and distributing relevant and valuable content to attract, acquire and engage a defined audience with the aim of driving a profitable action.

content marketing from the above definition focuses not on selling but rather communicating with customers and prospect with the intent of increasing business loyalty by delivering valuable information that drives them to take an action.

Such content might be news, blogs, infographics, newsletters, emails, pictures, videos, case studies, testimonies, tweets, Facebook post and much more. 

Why Your Business needs Content Marketing

  1. To generate traffic
  2. Increase audience and reach
  3. Engage your audience
  4. Compel them to patronize your product/services
  5. Help customer understand you
  6. Builds a connection/relationship between you and your customers

 How Does it Benefit Your Business

From the above sub-heading on why your business needs content marketing, we can see the benefits of content. But we are going to look at a more broader benefit of content marketing to your business.
  • Builds Strong brand awareness: From your logo to your signature font style, to your business slogan, blog and any other kind of content you use in marketing your product - creating content gives your audience something that keeps reminding them of your business. When your audience remembers you, they talk about you and when they talk about you more awareness for you. But note if your content is good then it good awareness but if it is bad ….. you know the rest.
  • Customers Respect and trust: your content help builds customer trust and respect. Though this takes a time to build but once you have established your business by producing several relevant and valuable content about it, you become the guiding light people turn to when they are confused.
  • Authority and customer loyalty: Producing several good quality contents which are very valuable and relevant to your customer, on the long run you establish yourself as an authority and you’ll have loyal customers.
  • Improves SEO: There are many ways content improves search engine optimization. From social sharing, likes, editorial links, backlinks, content arrangement e.t.c. All these tell Google and other search engines how important and authoritative you are. The major truth is that without content there is no SEO.
  • Direct and Indirect customer conversion: Your content can directly send customers to purchase your product or services by convincing them to take immediate action. It can also indirectly converts a customer. Not all prospect will want to take immediate action after reading your content but a good content stays in the mind of a reader like an inspirational message and when they will eventually need your product or service that valuable content that they’ve read before will be what will lead them back to you.

Now here comes the tricky question

Do I Need a Huge budget to run Content Marketing?

The answer to this question depends on you as a person and the kind of content you want to create.

First, do you have the time to be creating content on a regular basis for your business? If YES - then ride on, you don’t need a budget. But if NO you will need a budget but not necessarily a huge budget.

Secondly, the type of content you are creating matters. If it is graphic related, like videos, pictures, gif, motion graphics, animation and so on and you have no idea of how to do these things yourself, then you need to prepare a budget to cover these and it might be huge depending on your project.


In the words of Ian Lurie, CEO of Portent Inc,
"Content isn't stuff you write to rank higher’ or ‘infographics’ or ‘long form articles’ (or any other form of content). content is anything that communicates a message to the audience."

Content marketing plays a vital part in all marketing effort. A deep error in your content can scare your business for a long term and destroy all your marketing effort. So don’t play with it.

And I leave you with some great content quote:

‘Content marketing is a commitment, not a campaign’ - John Buscall 
‘Traditional marketing talks at people but content marketing talks with them’ - Doug Kessler
And the last one… while creating content
‘Be yourself. Everyone else is already taken.’ - Oscar Wilde

Thank you for your time, Happy New Month.