3 Quick Tips to Creating a Content Marketing Strategy
Any small or mid-sized business (SMB) can try to build a loyal audience by publishing content without making a heavy investment. However, random acts of marketing are seldom as effective as creating a content marketing strategy.
According to a 2018 benchmark report from the Content Marketing Institute (CMI), only 37% of North American business-to-business marketers have a documented content marketing strategy, even though the research consistently shows that those who document their strategy are more effective in nearly all areas of content.
With a solid road map, you can begin to identify the content marketing tactics that make sense for your business. Behind social media content, case studies ranked second as a preferred content marketing tactic for 73% of people surveyed by CMI. That’s no surprise. Today, most of us ask the opinions of others and spend some quality screen time researching our options when preparing to make a purchase decision.
While buyers are looking for opinions, they aren’t looking for your opinion of your products or services. Instead, they want to hear from people who’ve used what you offer. Case studies are a great way to illustrate the real-world results that customers want to see in a compelling and engaging way.
Here are three quick tips to get you started:
1. Understand your goals and audience. What are you trying to accomplish? What’s your message? Who are you trying to share it with? And what do you want them to do once they’ve read it?
2. Write from the customer’s perspective. Focus on the customer’s success story instead of your marketing message. This is about them, not you.
3. Think about action and engagement. Make the story readable and relatable. Address the customer’s challenges. Talk about the solutions provided and how they met the customer’s needs. Then show off their results.
BONUS TIP: Share, share, share. Make your case study public. Post it on your website. Share it on social channels. Include it in your email marketing efforts and newsletters. Blog about it. Create videos from your case studies. And share the stories with your sales team.
Need help with creating a content marketing strategy or case study? Contact your KKP nearby experts, we can help!
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