Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: Poslovni.hr
In today’s world content marketing means marketing content that the target audience wants to see, looks for and shares with others. In content marketing, you should keep to the basic guidelines, namely, forget the old view that you only produce content in order to achieve immediate sales, but rather, create content that aims to inform your customers, teach them something new and entertain them. The logic behind this is that if you continuously and consistently provide a potential buyer with useful and interesting content, they will ultimately reward you by buying the product or service and remaining loyal to it. Through content you reveal yourself to customers and assure them that “they should do business” with you.
Although content marketing can be achieved through a variety of formats, such as blogs, videos, photos, presentations, infographics, webinars, it is best to combine these formats; you should never focus on just one format. Since the internet is ubiquitous and is where the majority of business today is done, content marketing should be embraced because it’s quite simply one of the best and most effective ways to increase the chances of a customer buying your product, and it’s also one of the most effective ways to differentiate yourself from the competition. But problems can arise when developing and implementing content marketing strategies. It’s not always easy to know exactly where to start, especially if you haven’t previously invested a lot of time and energy into content marketing.
The easiest and best way to find out what kind of content your target audience wants is to find out from them in the simplest way possible: ask them. There are countless methods, from online surveys to the comments of customers on Facebook pages.
Although your content should be useful and interesting, primarily it must be relevant to your target audience and reflect your brand, or to be more precise, the values your brand upholds. Of course, the content has to help in achieving your business goals because its main goal is positive sales development. When creating content, you should keep in mind that the aim is to create it not just because everyday life and technology advances demand it, but because you want to get to know your customers better, get them closer to your brand, offer them the added value they expect, and thereby bring you positive results.
One of the key tips is to improve your writing skills, as you will automatically create more interesting and engaging content for customers. Your words describe you, they tell clients who you are and what you want from them.
The next tip in content marketing is that when creating content you should try to think about what customers might ask you, and actually provide answers without them asking anything at all. Form a consistent narrative campaign so you can more easily “guide” your audience through your content marketing on the way to the goal – sale.
Although content is still one of the most important aspects of online marketing, methods are fast and constantly changing. Digital technology is developing at an incredible pace and gives marketers the opportunity to tell stories through the use of videos, infographics and images. If you bear in mind the fact that 94 percent of content with visual components is viewed more than that solely with text content, you will surely realize that you too should include a visual element in each post on social networks or each article that you create. Put the focus on social media, engage each individual customer and effectively expand content that is in line with your target group across all platforms and social profiles.
It’s becoming increasingly clear every day that customers are less interested in the promotional content and more attracted by the quality of the content. Simply put, your new task should be to invest in valuable and appealing content instead of insisting that customers buy through boring stock phrases and methods.
The best way to do this is to select relevant content on the web and provide your customers and followers with the information they want and need. You need to know how to be selective; that is one of the things that can help you because, unless you have a huge team of content creators, it is very difficult to produce a large amount of material on a daily basis. To increase the value of the content that you post, find a way to re-purpose it for further use. For example, you can drag key points from an article and tweet them later in the week.
It’s also important not to forget to measure the return on your investment. You should focus on analysing four major components – message content, content format, distribution channel and promotional activities. Once you’ve gained a real insight into how you’re doing in each of these areas, you will be able to better allocate your budget and direct your activities to achieve maximum return on your investment.