Marketing used to be about pushing – telling everyone possible about a product and sending messages to everybody who might just be receptive. Modern buyers are constantly bombarded with sales messages and are more aware and efficient than ever before at filtering out unwanted marketing techniques.
So how do we approach this new kind of buyer? The 15 points below should help guide content marketers in this digital era.
1. Set Your Goals
Before you implement a strategy, have a clear idea of what it’s supposed to achieve. Measurable, specific goals are good but even something like ‘increase engagement’ can work. Don’t do things because they seem like a good idea; link them to desired outcomes.
2. One Size Fits No-One
Modern buyers are used to an increasingly personalised online experience, so blog posts are not a bad idea – it just may not be enough. Try mixing in slideshows, video and infographics to draw customers in and keep them with quality content.
3. One Channel Is Too Small
Whichever channel you’re using, you want to get your customers onto your content wherever it is, so the direct relationship is between you and them. The more channels your material can be found on, the more liable it is to interaction and engagement.
4. Match Your Content To Your Solution
If you have a simple and easy product that’s probably the kind of content you need. If what you offer is complex and requires substantial buyer investment, it should be matched with content that shows respect for the decision to purchase.
5. Match Your Content To Your Audience
The modern buyer is at home in a world that’s personalised. You need to closely match your content to your audience, match it culturally in terms of tone and style, this can be done by learning your audience’s peripheral interests.
6. Authenticity Matters
Your brand will be treated as if it is a person; you need it to be a person people would want to be friends with. Have something to offer the conversation, make it appropriate and make both your content and your engagement with your audience sincere.
7. Build Your Content From An Ongoing Plan
Have a structure in place that guides the way to your goals, then you just have to keep adding the bricks and mortar. Make all the channels you use part of the same overarching strategy in order to maximise your resources.
8. Get The Most Out Of Every Content You Create
Content online can be used again, so don’t let it sink without trace. Create content that can be reshared and let it do the work. Content is transferable; the ideas from a webinar can be used in a report, blog or social media.
9. Don’t Produce Volume
If your strategy requires volume then deliver; but remember more isn’t necessarily better. The internet is already crowded with competing voices, so if your audience gets the impression that you’re another spammer, it will be harder to win them back later.
10. Don’t Worry Too Much About Size
Some will tell you that the modern buyer wants small snippets of information for quick consumption. Others observe that longer posts seem to do better on Google. The reality is that you should always focus on the content itself.
11. Optimise Content For Mobile Consumption
Mobile consumption is the norm in some demographics and spaces, and a large minority in others. It’s something that you can’t afford to ignore. Content should be optimised to improve the experience of your mobile audience.
12. Leverage Your Core Values & USP
Whatever’s unique about your company is something you should communicate. Make it a source of pride and make a fuss about it. Use the core values of your company and your USP to guide you in content creation strategies.
13. Reuse Great Content
Some content is great because of the setting it’s in; its virtue is in the fact that it’s topical or timely. Other content is excellent any day at any time. That content should be constantly available and remind your audience where it is and how good it is.
14. Build Content That’s Funnel-Shaped
Content should guide and accompany audiences down the ‘sales funnel.’ They should be supported, engaged and excited by your high quality content every single step of the way.
15. Build Relationships
Engage, don’t just post! Ensure conversations with your audience are genuine. At the same time, connect with others from your space and industry – social channels are great for this and you might just find the inspiration you need!