Each brand, project, and product is different and entails distinct challenges. When it comes to creating a marketing strategy you realize that there’s no way to build a winning strategy with a “ready-to-use” template or approach.
Because of the singularity of each project, your strategy should have an integrated approach that covers and highlights those very aspects that make your product, service, or offering unique. In our last post (hyperlink to previous post Content Marketing: Tried and True Strategy for the Digital World). We listed eight steps that will get you on the right path towards a winning strategy. Let’s dig in a little deeper:
1. Define your goals
The very first step towards a successful strategy is defining your goals. Unfortunately, this one is quite often neglected! Goals in marketing should align with overall business objectives, so tactics need to fulfill these goals. Some key objectives you might want to take into consideration are:
- Brand awareness
- Lead generation
- Lead nurturing
- Customer retention/loyalty
- Thought leadership
- Sales (up-selling & cross-selling)
2. Develop personas
The second step is defining and understanding your target audience, or who you are talking to. You’ll need to know what their needs are, why they should care about your company, and what you have to offer. You can get the answers by creating personas. This is a general representation of your ideal customer based on real data and personal experiences Ideally, your persona \takes into consideration demographic characteristics, behavioral patterns, motivations, and objectives. You may have more than one persona for the same product, especially for complex sales like enterprise software.
3. Define the customer journey
Your customer journey helps define your strategy because strategy and tactics will depend on the current stage of your customer’s buying process. The stage the customer is in dictates how you are going to talk to them.
4. Create a content hub and assemble a content team
You might already have a lot of content, or maybe you don’t have any. We work with clients at both ends of the spectrum. Over time you may gather and create lots of valuable content, but it is probably not current. But before you toss it all, there’s nothing wrong with repurposing relevant content to make it fresh and new!.
Now that you have a persona you can adjust the content to be personal and relevant. Take a moment to go over the material you already have, decide which has the best content, and put together a dedicated team of specialists with the required knowledge, skills, and authority to customize it. Solution consultants, customer support, and engineers may not seem like traditional content contributors but these folks generally know more about your buyers than your sales team does.
We want you to focus on the first four steps of the guide. These will get you on the right path, so take a moment to analyze them, discuss them with your team, and don’t miss the second part of the blog post.
If you are on lacking in resources or know-how, MarketLogic is ready to help you develop successful content marketing strategies. Let’s have a conversation about your goals, your activities, and your ideas and how we can turn them into actionable results!
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