Here are the steps to help you
develop a content marketing plan:
1.
Define your goals. Before creating
content, you should set measurable goals so
you know what you’re trying to achieve. you’ll
likely have different targets for different types of content.
for instance, you might use Twitter to increase
awareness of your small business among new customers,
while Linkedin posts may help you reach existing
customers to sell them additional services.
2.
Customize your content. Tailor
content marketing to your specific audience.
What social platforms, industry websites and
other online venues do your target customers frequent?
What common questions do they have about your type of
service? What problems can you help them solve? for
example, if you sell spa services, thoughtful articles on
facebook on how massage can improve your health
would be effective. alternately, photos of relaxing spa
treatments on instagram can also work to attract new
clients.
3.
Vary your content. how-to content,
visual content and online video are among
the top content marketing trends, according
to the content marketing institute. you don’t have to
create multiple forms of content every time, but instead
try repurposing the same information in different
formats. remember, this is not the same as infrequently
creating a blog and posting it on your website (which few
people will see). content marketing can start by
compiling your blog posts into a white paper or e-book,
pulling out interesting facts to share as tweets, and using
statistics to create an infographic. Emphasize quick
advice on Twitter. use pictures or video on facebook.
“You don’t have to create multiple forms of content every
time, but instead try repurposing the same information in
different formats.”
APriL
■
PULSE 2019
57