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CONTENT MARKETING STRATEGY – DEMYSTIFIED

Traditional marketing is now history; this is not surprising considering that the new age consumer now uses a DVR to skip television advertising. Smart marketers understand this and have begun to make the transition from conventional to content marketing.

CONTENT MARKETING DEFINED

Content marketing is best defined as a focused marketing approach wherein valuable and relevant content is created and distributed so as to attract and direct valuable customers to the site. This invariably translates into profitable customer action and consumer behaviour.

THE STRATEGY

Content marketing strategy works on the premise of educating the potential and existing customers without inducing them to buy your product. Marketing gurus are of the opinion that if you continue to provide your target audience with the requisite information, it would only be a matter of time before they opt for your product or services.

In a crux, content marketing strategy could well be defined as a detailed plan which helps outline your key business as well as customer needs. This plan would invariably help you use content you address your objectives.

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THE EDGE

If statistics are any index, 80 percent of business decision makers prefer content over advertisements when they are looking for relevant data. Thus it is scarcely surprising that content marketing strategies are critical and here to stay for years to come.

Conversely content is not critical but business success is. Success is best achieved by creating good content and more importantly monitoring the efficacy and effectiveness of the content.

WHY CONTENT MARKETING

When you integrate content marketing into your business plan you are essentially creating the framework for developing a community of fan followers, increasing engagement, directing traffic to your website and finally driving sales.

THE PROCESS

Keeping this in perspective if you would like to begin with content marketing it is imperative that one develops a robust content marketing plan:

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The Business Case

Developing a business case for initiating a content marketing strategy is critical to decision making. Thus it is no surprise that one would need to first outline the reason for creation of content, the risks involved and most importantly your vision for success.

Business Plan

When the business plan for content marketing is developed, one is in effect identifying the goal for the content marketing program, the value proposition that the content will provide and even the details of your business model.

Map Out

The target audience is then identified and mapped out. To further elaborate the case in point, you would identify the potential and existing customer base, create a profiling for potential customers their needs would be identified next and finally one would even need to develop an engagement cycle for the audience.

BRANDING

The term is self-explanatory considering that you would essentially create a brand story and position yourself as a differentiator from the competition. This is best achieved by first determining what you would like to communicate based on target audience mapping. When the context is branding, it is equally important that one determines how the message will be communicated and once achieved you are well on the way to engaging your potential customers.

CONCLUSION

Thus it could well be concluded that although writing content is easy, creating quality and relevant content which would keep the target audience captivated would invariably be an outcome of adopting a robust content marketing strategy plan.

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