When you’re the new kid in the startup world with a great product but limited resources, content creation should be the key to your marketing strategy. Content Marketing Institute defines content marketing as a “marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Essentially, what this means for you is to create a way to reach your customers without pitching your products or services.
Remember these three C’s in your content strategy: Conversation, Contribution, and Convenience
Conversation: When potential and existing customers visit your blog, or your social media profiles, they should be able to engage with you. What good is a blog if the comments are closed to discussion? Conversation is key to engagement, and engagement will lead to your customers coming back for more.
Contribution: Don’t be the company standing in the corner with your sales pitch without any real contribution to the conversation. As a content provider, your contribution to the industry should be long-term. If you have a company blog, keep your current and future readers in mind. If someone googles a key term in your industry five months down the line, will they come across your blog?
Convenience: You have great content but is it convenient for your customers? Don’t bury your blog, or your social media presence, on your website. It should be conveniently located so your customers can find it easily to engage with you. Your website and blog should be mobile-friendly so that they can be easily accessed on-the-go.
With a solid content marketing plan, your company will go from being just a service provider to a content provider in the long-term. Potential consumers will want to know what you can provide to them besides just a great product. With the great content you create in addition to your product, you will break through the noise and begin building awareness, as well as an audience. A great content marketing strategy will help you become a thought leader in your industry.
Before you begin creating, do a little research. Check out your competitors, including the big names, in your industry. What’s the key component in their content strategy? They’re getting their consumers to come back and engage with content marketing. Study their strengths, as well as their weaknesses, and incorporate both to your own content marketing strategy.