With so many content marketing tools and media available, the critical question that many companies and brands face, is how to make the right selection among these tools and media and decide on the most relevant content for targeting their audience.
An effective content strategy would make an optimum use of the various content tools and delivery media so that the efforts translate into high quality leads which converts into business.
1) Define your target audience and design the content accordingly
The most important step is perhaps defining your target audience. There are broadly three ways to look at your target audience – in terms of the organization size, job function and seniority level of the people in the organization. After you have decided on your target audience, you must create content that these people are most likely to be interested in.
2) Decide the most appropriate content for the target audience?
The most important issue here is to make sure that your "proposed" content is designed and meets the requirements of your audience thereby triggering and attracting their attention and interest. Your content, needs to be able to associate your strengths and capabilities, either in a direct or indirect way.
3) Choose the right way to deliver the content
After having decided on the "right" content, your next step is to find the most effective delivery mode. Think whether you should publish it as visual content / video / presentation or as a text article. In this modern age, remember that the content you publish gets stale in a short period of time, so you need to publish new content continually.
You need to think about the variety of media to deliver content to your target audience. The media to be used would depend on the type of content that you are looking to publish and the audience for your content. If you are looking to reach senior management, you can think of a newsletter, online presentation or research reports.
If your target is the middle management in a particular business area (say manufacturing of chemicals), you may leverage LinkedIn, which is the most popular among all social media for B2B content marketing.
By sharing targeted and high quality content on industry blogs and social media groups, you can grab the eyeballs of the most relevant customers. By providing a link to your company blog or a landing page on your website, you can drive the visitors to the top or middle of your funnel and create opportunities for lead generation.