Creating Compelling Content Marketing in 6 Steps
May 16, 2013
By Ryan Malone
Content marketing is the core component of inbound marketing. It consists of creating pertinent and compelling content consistently — for carefully targeted buyer personas. It focuses on all stages of the buying process, awareness through to brand evangelism.
When you have compelling content on your website and are promoting it via email, news releases, Facebook, LinkedIn, Twitter, Instagram, Pinterest, you will make real connections with your prospects and customers.
But how do you go from so-so content to compelling content? Try these six steps:
Know Your Personas
It is probably not the best use of resources to create an amazing web page or blog post customized with bright colors and busy fonts with pictures of females ages 15-25 when your product is a hair loss cream.
According to HubSpot, a buyer persona is defined as fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
Need help in defining your personas? HubSpot offers a free template to help walk you through the process and create a presentation to share.
Connect Via Their Problem
Traditional marketing spent much of its time touting the wonders of their brands and products. Today's savvy consumer doesn't care if you've got the prettiest logo, website or brochure. They want to know if you can resolve their problem, fix their pain or provide what they need. Post a link to your problem-solving blog post on Facebook and Twitter. Upload a picture of a happy customer on Instagram. Pin that gorgeous product shot on Pinterest with a link to the product page or a blog post. Create the connection and show how their problem will be solved.
Tell A Story
Make It Emotional
Set Goals — And Blow Through Them!
- Attract XX new prospects
- Participate in XX discussions
- Earn authority
- Form XX strategic partnerships
- Improve search ranking by XX%
- Generate traffic with XX inbound links
- Listen to and learn from customers
- Build customer loyalty
- Test XX new ideas
When you consistently create compelling content and utilize it across all mediums content marketing can make all the difference. Need help in developing a content marketing plan? Contact SmartBug Media. We'll help you make the connections.
What content marketing method has been successful for your firm?
About the author
Ryan Malone is the founder and Chairman of the Board of SmartBug Media and is a veteran of Deloitte & Touche, Seagate and several venture-backed technology companies. When he's not leading SmartBug and helping clients build high-octane marketing organizations, he's loving his wife and daughters and unsuccessfully learning the guitar. Go Terps! Read more articles by Ryan Malone.
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