Guide to creating a content marketing strategy that wins market share
Updated: Jun 15
As consumers, we are more empowered than ever before. We have access to an overwhelming amount of information and options. We expect more from brands, and that goes beyond powerful branding and clever advertising.
With so many choices available consumers are becoming increasingly picky and all that competition means that gaining marketing share is a challenge, especially when you are having to compete with industry titans.
Did you know that in 2010 the average consumer spent three hours researching products before making a purchase? Fast forward to today, according to data collected by Google and Ipsos, people spend between 12 and 15.8 hours consuming content before buying. The good news is that those hours spent exploring all the options means consumers are taking the time to get to know your brand, if you can capture their interest that is.
What is content marketing?
Content marketing is used as inbound marketing. It brings the consumer to your brand, rather than plastering obvious advertisements over the internet or offline. It’s a fantastic way to showcase your brand’s voice, as well as display your expertise.
The most important thing to remember about content marketing, is that it needs to be valuable. Value is key. You should aim to share the value of your brand, not your services or products. This takes the hard sell away and it’s what the modern consumer wants.
Why should you have a content marketing strategy?
Content marketing secures more traffic, increases brand awareness and generates leads. The benefits of a single blog post can include:
Increases the number of pages on your website for Google to “crawl,” and improves your chance of showing up high in google results for a chosen search term
Provides potential customers tailored information for whatever stage of the buyer funnel they are in
Improves your chances of other sites linking back to your site, as others refer to your post in their own content
How to create a content strategy?
Here are some steps to help you get started on an exceptional content strategy.
Identify your target audience/audiences:
Who is your content for? What audience are you trying to engage with?
This is where buyer personas are incredibly important. Using the insight from your buyer personas, research the type of content those personas are interested in.
Review industry publications, do searches for hashtags on social media.
Why not even get the answers straight from your customers' mouths? Send out surveys, conduct interviews etc. Ask them what types of content they enjoy and what they don’t. You could even ask them to share specific examples of content they like.
Once you’ve done your personal research, you will have a good idea about the types of content your audience is engaging with.
No matter what, one of those types of content should be blog posts, and you should aim to post a minimum of 3 times per week.
Other types of content you should consider creating include:
Quote cards for Instagram
Blog posts and articles
Why should your target audience read your content?
Firstly you should consider how your content is helping to resolve your customer’s pain points.
Once you’ve identified the pain points your potential customers have, you can focus on providing content that helps to solve them.
Let’s say your brand offers an accounting tech solution, and many of your current customers found you because they needed a streamlined way to manage their bookkeeping and accounting processes.
You would then develop blog posts around that topic. It’s important to undertake keyword research and SEO research to ensure that you’re using keywords that will actually bring people to your site.
When you’ve done that keyword research, potential headlines could be things like:
Three Signs Your Accountant is Wasting Your Time
Five Benefits of Automated Accounting Software
Three Way Accounting Software Can Save Your Business Precious Time
Focus on solving your potential customer’s problems, and the results will follow.
Which formats will best support your goals?
While blogs and social media posts are a highly important part of your content strategy, you should also aim to include case studies, ebooks, infographics, videos and much more. From your customer and buyer persona research, you’ll know which formats to invest in.
Case studies are a perfect opportunity to display your value to potential customers by sharing real-life examples of your business.
Aim to feature stories that your ideal customers can relate to. We recommend that you use an easy to read format, featuring content in bullet lists and being as specific as possible. You should dedicate one page of your website to case studies.
Infographics are an insightful way to share data from surveys or reports and videos are perfect for social media engagement.
Which channels are best for your audience?
Think about where your potential customers spend their time online. You may have more success on LinkedIn than Instagram, or vice versa. Be selective, don’t worry about being active on every marketing platform.
How often will you post and publish new content?
When putting your content marketing strategy together it’s important to consider who is responsible for the content, where it will be published and when.
We strongly recommend you avoid producing random content. You need a detailed content strategy that outlines, titles, dates, content types, authors and so on.
Keyword research should be the foundation of your content marketing. It’s how we identify trending topics and content to be avoided.
It’s important to research the actual words and phrases people are using when they search online. You can find this out using a platform such as SemRush. By focussing on these keywords, you can create content that will show in search engines.
Create shareable social media content
Social media content should be shareable.
Some examples are:
Videos—product demos, testimonials etc.
User-generated content (UGC)
Memes and trending hashtags
Remember, the customer journey doesn’t stop after purchase.
Brands should keep the dialogue between customers going after a sale. Aim to create content that helps customers make the most of your product/services.
Keep your consumers engaged by featuring relevant, timely and energising content.
Brands that can participate in topical conversations demonstrate they are there to engage and support their customers, not just sell to them, and will be able to gain greater market share as time goes on.
Ready to secure more market share through content marketing? Speak to our team today.