Getting the word out to customers is hard. There are so many people using so many tools that just getting through the noise is an accomplishment.
Eric Wilson, a leading digital political strategist, recently laid out a fantastic five-part formula for success in getting eyeballs on your material. Citing the Content Marketing Institute, Eric defined content marketing as
a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Eric then laid out the five-part formula for success:
- Who is this for?
- Is this valuable and relevant?
- Am I consistent in creating it?
- What action does it drive?
- Do I have a plan for distributing it to my intended audience?
Let’s dive into each one of these critical factors to success.
Who is this for?
Without a clearly defined audience, your content is just hanging out in the wind. The best content micro-targets to a specific target audience, such as, “CEOs of corporations which are grossing $5 million to $20 million in annual gross revenues.”
Is it valuable and relevant?
Did you know that 50% of television remotes are reportedly lost in couch cushions? That’s valuable to know, but is it why you read our blog? Contrast that with Miss Nigeria’s recent and inspiring reaction to losing the Miss World competition. We used her to discuss relevant branding principles.
Are you consistent in creating it?
One and done is rarely the formula for success. Branding is a long game, which is why we will see hundreds or thousands of political ads in 2020. Without consistency, your target market will forget your brand and associate with anyone else.
What action does it drive?
What is the goal you want to achieve with your content? Politicians want donations and votes. You may want customers to purchase products or services, people to attend your event, or the best employees to apply for your job openings.
What is your distribution strategy?
Our Director of Marketing & Business Development has said it for years: “We may have never heard the world’s best musician, because they didn’t have a good marketing plan.” You can have the best widget, music, or idea — but if nobody knows about it, it won’t matter. Be sure that your content can get to your target market, whether that’s through e-mail, social media, radio, handouts, or other delivery methods.
We can help
If you are having trouble with any of the five steps to content marketing success, we can help. Contact us today to identify your target market, develop your strategy, and craft your content.