Content marketing is the new gold. Only those who are getting it right will reap the benefits. In your content marketing process, you might make mistakes that reflect the gloomy results you get.
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Content marketing is more than churning out a bunch of content and expecting many consumers. There is more strategizing to do to get it right.  Have you been struggling with your content marketing process? Do you want to get more from your efforts? Then this article is timely for you. Here, I will be sharing tips on how you can improve your content marketing process.
  • Understand your target audience 

This point cannot be over-emphasized. Understanding your audience is paramount in your content marketing efforts. You can’t create content on ageing for an audience that comprises nursing mothers. Since they will need it in later years, or for their parents, it is not their immediate need. So, they will not appreciate it as you want them to. Have a buyer persona and work according to the needs of this concept of who your audience is.
  • Create content for each stage of the buyer’s journey 

The buyer’s journey consists of the awareness, engagement, and conversion stages. In the awareness stage, you’re still reaching out to your prospects. They are not familiar with your brand yet, so you must make a very good first impression. You can provide an educational blog post, videos, and infographics at this stage.
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For the engagement stage, create more personalized content via email marketing campaigns, webinars and ebooks. These kinds of content will keep them engaged with your brand, and then you can advertise to them at this stage.  For the conversion stage, you will need to be more intentional. Here, you will be purely selling your product/service to them. You can achieve this by creating product demos and sharing testimonials. 
  • Maintain brand consistency

Successful brands are known and recognized for their distinct features. Even as a human being, you are known for the particular way you speak, dress, walk or do anything else. You are known for your character. The same goes for a brand.  Your brand should be known for not being all over the place and confusing people. From your brand colours to elements and brand voice, there should be a high level of consistency. Your writing style and general creativity should be unique to your brand. This makes advertising easier.
  • Build trust and authority with your content 

Your audience wants to know that when they need the best content in your niche, they can easily get it on your page. It is a great way for them to build trust and confidence in your brand.
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Know as much as you can in your niche. Do extensive research, and come up with evergreen content in that area. It shows you have authority in that field. 
  • Create SEO-friendly content

This works especially for blog or website content. Always do keyword research, extracting short-tail and long-tail keywords that will suit your posts and business in general. Readability is key. Pay attention to your post formatting. Avoid the use of long sentences and paragraphs. Use images, embedded links and hyperlinks. These encourage more visitors to consume your written content. 
  • Be creative and repurpose content 

You will burn out if you want to create fresh content for every digital platform! You can get creative and repurpose your content. Your blog posts could be converted to a YouTube video, a Twitter thread or infographics. This way, you save time while still generating more content. Content marketing does not end in creating content but in following these tips I have shared. Be as creative as you can be. Learn the required skills. Outsource if necessary, and be about doing the right thing. You’d see improvements. Featured Image Source: The Advertiser Mirrow
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This article was first published on 14th October 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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