As the digital world evolves quickly, marketing practitioners have learned to catch up too. One of the most common terms you probably frequently heard these days is the ‘Content Marketing’. It is a marketing technique of creating valuable content and distributing it to a defined audience with the goal of making profitable customer actions. Content marketing examples could be videos, infographics, blogposts, and whitepapers.
With so many brands jumped into it and many online articles unleashed the “secret” to a successful content marketing, only 44% of B2B marketers per a report from the Content Marketing Institute, whose organizations have clarity on content marketing success, while 60% said producing an engaging content is the most challenging part.
So, what’s the secret? Or is there a secret to a successful content marketing? Let’s go first with the essential elements, the obvious part that commonly ignored by some businesses.
Fonts speak louder than words when it comes to designing. The message of the graphic can easily be delivered through a font style, which can be either favourable to your brands, or the opposite. It’s like picking what clothes to wear, your choice might say a lot about you. People might rightly or wrongly make assumptions about your age, style, personality and socioeconomic background. So, choose wisely.
Know your audience, always!
Although it looks like you’ve done a good research and added justifiable depth when you came up with a thousand words for an article, it doesn’t guarantee a sure success. Your audience might have a short attention span or too busy to read a long article. Just keep it concise, but be informative. Data can be showcased through infographics or charts, so readers can easily digest the context.
It’s significant to determine how you will deliver your content, what are your distribution channels, would it be through socials only or via e-mail? It is easy when you know your target audience. Where they spend most of their time? How they behave online? So on…
The assumption that your target audience finds the content interesting is the biggest mistake business can make. Add value to the content, make it more shareable and easy to understand. But do not forget to measure your success with social media monitoring tools and social insights.
The secret is just the obvious. Do it right from the very beginning, and add value to your content. And having highly-skilled staff can help a lot in solving the most challenging part, producing an engaging content.