WHO ARE WE? WE ARE MARKETERS.
OUR GOAL: TO ENGAGE/ENTERTAIN/INFORM PEOPLE WHO READ, LISTEN
OR VIEW OUR CONTENT.
(ULTIMATE GOAL: MAKE MONEY FOR OURSELVES OR THE BUSINESS)
TO ACHIEVE OUR GOAL JUST MAKING THE PERSON TO READ OR
WRITING GOOD STORIES OR ARTICLE IS NOT SUFFICIENT, WE NEED TO GET PEOPLE TO
TAKE ACTIONS ON OUR PAGE/CONTENT.
THE MOST COMMON MISTAKE
The most common mistake that content marketers make is in
understanding the definition of the task itself. Content marketing by virtue is
not the task to create and share valuable content at its core. To create and
share content is by virtue a task in the whole paradigm of the content
marketing diaspora. It is but a tool to reach the end i.e. to make money.
THE DEFINITION OF CONTENT MARKETING
If creating and sharing content is not the final goal than
what is you ask? Well to put it in the simplest of terms it is but:
1.
Building an audience for the
brand/Company/product.
2.
Keep the Audience engaged and informed about the
product/service to achieve the top of the mind recall.
3.
To create and generate need or demand within the
audience for a set of product or service that is being offered.
Thus the final goal for any content marketer is to be able
to drive action within his audience.
The customer journey defined for a content marketer:
A typical customer journey as defined by marketing
principles can be set for content marketing too. Typical customer journeys as
defined by most marketing authors are:
Learn-consider-evaluate-purchase-Fan-repeat purchase. Similarly for content
marketing there is a set process although here you need to convert someone into
a fan before they make a purchase.
1.
From stranger to subscriber.
2.
From subscriber to fan.
3.
From fan
to customer
FROM STRANGER TO SUBSCRIBER
Let’s say that you have been to attract someone to your post
either through search, social media posts or through any other method what
after that. When the viewer has first visited your page that person is a
complete stranger, with little or no knowledge of who you are what you do all
she has in front of her is a Blog post or a Video. So what happens when that
person is done? He may never come back or have a recall about you afterwards!
So how to make sure that you stay in touch? We as content marketers need to
make sure that we are able to drive some form of action from the visitor. It
can be an email opt-in, follow for Facebook/Twitter/LinkedIn/Google+. It is
completely dependent on a content marketer and the type of content.
Email Opt-ins are best when you have various different kind
of content on your webpage and the visitor has a very specific taste.
This will help the visitor from feeling you to be a stranger
danger to someone with whom they would like to interact with.
CONVERTING YOUR SUBSCRIBERS INTO YOUR FANS
Great You got a new subscriber so what next? The next step
for a content marketer is to share tips and tricks on the relevant field, the
content should be well diversified into engaging + educating as too much
education may make you lose your subscriber base. This is primarily due to the
fact that people get disengaged when you share too much knowledge. The goal
here is to keep the subscriber engaged while educating him and establishing you
as a true expert in the field. They in turn will start sharing and talking
about you.
FROM FANS TO PAYING CUSTOMERS
The best thing about quality content is that the selling
part feels completely natural. You now have a quality subscriber base with whom
you have been able to build a good trust base. The higher the trust factor the
better will be the sales number for your product or service. The key here is to
build an audience much before one starts to offer a product to them, if you are
an established business no worries, establish your audience before trying to
pitch them any product or service.
The first names that come to mind when considering content
marketing stars in Indian terms would be happily unmarried and Being Indian,
These two had first created a strong set of Facebook followers based on their
target audiences. While the Target audience for happily unmarried was the young
Indian, for happily unmarried the target audience was unmarried professionals
in the Age group of 22-30. Both first created content that went viral within
these two age groups and after reaching a set audience or fans they launched
their online stores.
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